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Illustration: Aïda Amer/Axios

Facebook has agreed to buy Giphy, the popular platform of sharable animated images, Axios has learned from multiple sources. The total deal value is around $400 million.

Background: A source close to the situation says that the two companies first began talking prior to the pandemic, although that was more about a partnership than an acquisition.

  • Giphy is expected to retain its own branding, with its primary integration to come via Facebook's Instagram platform.
  • New York-based Giphy had raised around $150 million in VC funding since its 2013 inception, from firms like Betaworks (which incubated the company), Lerer Hippeau, IVP, DFJ Growth, GGV Capital, and Lightspeed Venture Partners. Its most recent private valuation was around $600 million.
  • Yes, but: Facebook is facing enormous blowback over its previous acquisitions, which means that this deal, however small by comparison, is likely to face a lot of antitrust scrutiny by regulators. The tech giant is currently under investigation by federal and state lawmakers for antitrust.

The bottom line: Giphy is a massive video library, with hundreds of millions of daily users that share billions of GIFs, that generates revenue via branded content. Adding Facebook's ad sales and marketing firepower could be what transforms it from a popular service into a highly profitable one.

Update: Facebook just made it official on its company blog.

Source: Giphy

Go deeper

Zuckerberg testified before FTC during antitrust probe into Facebook

Photo: Tobias Hase/Picture Alliance via Getty Images

Facebook CEO Mark Zuckerberg testified during a Federal Trade Commission hearing this week as part of the agency's antitrust investigation into the social media company, Politico reports.

Why it matters via Axios' Ashley Gold: The FTC deposing Zuckerberg is not a surprising move in an antitrust case that may result in a lawsuit. It also gives the agency some cover after being criticized for not having Zuckerberg testify in the Cambridge Analytica data scandal case.

Cuomo accuser speaks out, calls denials "dangerous," "victim blaming"

Andrew Cuomo. Photo: Lev Radin/Pacific Press/LightRocket via Getty Images

A former aide to New York Gov. Andrew Cuomo, who accused him of sexual harassment, spoke out against his earlier denial of inappropriate behavior, telling CBS News that the governor's comments were "dangerous" and "victim blaming."

Driving the news: At a press conference earlier Tuesday, Cuomo specifically addressed the allegations made by his ex-aide, Charlotte Bennett, admitting he "did ask her questions I don't normally ask people," but he flatly denied other details of her allegations.

CDC extends ban on evictions until October after protests

Demonstrators gather during a protest against the expiration of the eviction moratorium outside of the U.S. Capitol in Washington, D.C., U.S., on Sunday, Aug. 1. Photo: Bloomberg via Getty Images

The Centers for Disease Control and Prevention issued an order on Tuesday barring evictions for most of the U.S. through Oct. 3.

The big picture: The moratorium will temporarily halt evictions in counties with "substantial and high levels" of coronavirus cases, which should cover areas where 90% of the U.S. population lives, per AP.