Menlo Park Facebook takes over the popular provider of animated pictures Giphy. The platform for short clips is to be assigned to Facebook’s Instagram photo service, as the online network announced on Friday. Facebook did not mention a purchase price, according to information from the “Axios” website, Giphy was valued at the deal at $ 400 million. That would be a step backwards compared to the $ 600 million valuation from the previous round of financing.
The images in GIF file format, often excerpts from films or TV programs, are used online, for example, to express emotions or to make a comment. Around half of the access to Giphy had already come from Facebook apps, half of which came from Instagram, the online network emphasized. The interfaces for other apps and developers should be retained after the takeover, assured Facebook.
The grip on Giphy comes after months of debate over whether custodians should have been more restrictive in previous takeovers by Facebook and other technology giants. Examples include buying Instagram for $ 1 billion in 2012 and WhatsApp for $ 22 billion in 2014.
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