[detaro]

It doesn't.

The idea (pre-aquisition, afaik Meta deprioritized that) was letting companies pay to push their gifs. Since companies can't directly buy ads in your private conversations, giphy could offer them the exciting opportunity to push people to send ads in meme-format to their friends! (I wish I was joking, but that was their framing)

[dorkwood]

> Since companies can't directly buy ads in your private conversations

Dumb question, but why can’t they?

[detaro]

Because no messenger app (that I know of) offers that? For now, that's probably not quite palatable to users.