Flipboard has acquired Graze, a Portland startup whose tools let people build and monetize their own Bluesky feeds.
Graze’s tools help users build, tune and run curated feeds on Bluesky’s AT Protocol. The numbers explain the appeal: 41 billion posts delivered to about 12 million people since its launch 21 months ago, more than 7,000 active feeds and roughly 60% of traffic monetized.
The company’s model splits ad revenue 70/30 in favor of feed creators, using contextual ads rather than the cross-user tracking that open social web advocates oppose. Curators can pick which ads run in their feeds.
Flipboard chief executive Mike McCue said the adtech matches the company’s privacy-first vision and that economics should not flow to a single player. Flipboard had already used Graze’s technology in its Surf app; Graze CEO Devin Gaffney said the merger accelerates what his team could build alone.
Post-acquisition, feed building will expand beyond Bluesky to everything running on the AT Protocol, Flipboard’s own app included.
