Why publishers are preparing to federate their sites

At least two digital media companies are exploring the fediverse as a way to take more control over their referral traffic and onsite audience engagement. This comes at a time when walled gardens like Facebook and X are becoming less reliable for driving readers to publishers’ sites. 

The Verge and 404 Media are building out new functions that would allow them to distribute posts on their sites and on federated platforms – like Threads, Mastodon and Bluesky – at the same time. Replies to those posts on those platforms become comments on their sites.

The fediverse allows users from different platforms and services to interact with one another without creating individual accounts for each platform, letting followers from one platform like and comment on a post on another platform. In other words, it lets social media networks that are independent from one another “talk” to each other. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.