Both BuzzFeed and Thrillist started out as community platforms. But BuzzFeed, the majority of whose growth came from Facebook, and Thrillist, whose ecommerce brand acquisition failed to integrate with the media site, are now being forced to look to more sustainable commerce strategies, as well as mergers that will protect them from Facebook and Google’s monopoly over digital advertising.

This section of Medium of Exchange: The promise and perils of mixing content with commerce, is accompanied by the following sections:

Visit the Medium of Exchange Report homepage for more lessons from the consumer brands turning to editorial content and the media publishers looking to commerce.

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