Scroll (web service)

Short description: Web service by Scroll Labs Inc, 2020–2021

Scroll

Original author(s)| Tony Haile
Developer(s)| Scroll Labs Inc. (Twitter, Inc.)
Initial release| January 28, 2020; 6 years ago (January 28, 2020)
Platform| Web browser, Mobile app
Type| Ad-free internet browsing
License| Subscription service
Website| scroll.com

Scroll was a subscription web service developed by Scroll Labs Inc. that offered ad-free access to websites in exchange for a fee.[1] Scroll was not an ad blocker, but rather partnered directly with internet publishers who voluntarily took down ads on their sites for Scroll users in exchange for a portion of the subscription fee.[2]

In May 2021, Scroll was acquired by Twitter.[3] In October 2021, Scroll sent out an email announcing integration into Twitter Blue "within 30 days".[4]

## Functionality

Scroll enabled users to browse websites partnered with Scroll without the display of online advertisements in exchange for paying a contribution fee. Scroll did not work as an ad blocker, which disables advertisements without compensation to the publisher;[5] instead, it sent a browser cookie indicating that the user is a Scroll subscriber, and Scroll software incorporated into the website detected the cookie and served an ad-free version of the site.[6][7] In exchange for disabling advertisements, partner websites received a portion of the subscription fee. As of January 2020, Scroll kept 30% of the subscription fee and the rest is distributed among publisher sites.[8] Payments to sites were made individually by users based on their own “engagement and loyalty”, rather than by disbursing money from a single pool of all subscription revenue.[9] Scroll did not give subscribers access to partner sites that have a paywall, it only removed ads from the site if the user also paid the publication's subscription fee.[10]

## History

Scroll was founded in 2016 by former Chartbeat Chief Executive Tony Haile.[10] Scroll raised US$3 million in its first round of funding in 2016, including investments from The New York Times , Uncork Capital, and Axel Springer SE.[6] By October 2018, Scroll had raised US$10 million in funding.[6] In 2018, Scroll signed its first partner websites, which included The Atlantic, Fusion Media Group, Business Insider, Slate, MSNBC, The Philadelphia Inquirer, and Talking Points Memo.[11][10] In February 2019, Scroll acquired the social media curation app Nuzzel.[12][13] The same month, Mozilla and Scroll announced a partnership to run a "test pilot" together, but did not go into details.[14] Scroll entered beta testing in 2019 and launched to the general public on January 28, 2020.[8]

In March 2020, Mozilla began offering Scroll as part of its "Firefox Better Web" service bundle.[12][15]

In May 2021, Scroll was acquired by Twitter, with the future of Scroll cited as being uncertain.[16] An email to customers announcing the change said, "Later this year, Scroll will become part of a wider Twitter subscription that will expand on and adapt our services and functionality".

## References

1. ↑ Kastrenakes, Jacob (28 January 2020). "Scroll makes hundreds of websites ad-free for $5 per month" (in en). The Verge. https://www.theverge.com/2020/1/29/21113003/scroll-subscription-service-publisher-web-cookie-hack.
2. ↑ Shankland, Stephen; Gonzalez, Oscar (29 January 2020). "Scroll gives you a web with fewer ads and trackers for $5 a month" (in en). CNET. https://www.cnet.com/news/scroll-gives-you-a-web-with-fewer-ads-and-trackers-for-5-a-month/.
3. ↑ Bohn, Dieter (4 May 2021). "Twitter is buying Scroll, the subscription service that removes ads from news sites" (in en). The Verge. https://www.theverge.com/2021/5/4/22417852/twitter-buying-scroll-subscription-service-news-revue-newsletter.
4. ↑ "Scroll is shutting down in ‘approximately’ 30 days to become part of Twitter Blue" (in en). https://www.theverge.com/2021/10/5/22711233/scroll-shutting-down-twitter-blue-standalone-subscription-ad-free-article-service.
5. ↑ Kafka, Peter (28 January 2020). "Here's how to stop seeing ads on the internet without screwing over publishers" (in en). Recode. https://www.vox.com/recode/2020/1/28/21111961/scroll-ad-block-launch-tony-haile-advertising.
6. ↑ 6.0 6.1 6.2 Mullin, Benjamin (28 October 2018). "Digital News Startup Scroll Expands Ahead of 2019 Launch" (in en). Wall Street Journal. https://www.wsj.com/articles/online-publisher-scroll-expands-ahead-of-2019-launch-1540488600.
7. ↑ Bohn, Dieter (29 January 2020). "The Scroll subscription service is an ingenious web technology hack" (in en). The Verge. https://www.theverge.com/2020/1/29/21113003/scroll-subscription-service-publisher-web-cookie-hack.
8. ↑ 8.0 8.1 Bomey, Nathan (28 January 2020). "Gannett-backed Scroll launches subscription service for ad-free journalism" (in en). USA Today. https://www.usatoday.com/story/money/2020/01/28/scroll-ad-free-journalism-news/4586551002/.
9. ↑ Ha, Anthony (28 January 2020). "Scroll launches its subscription offering ad-free access across 300 partner sites" (in en). Tech Crunch. https://techcrunch.com/2020/01/28/scroll-launch/.
10. ↑ 10.0 10.1 10.2 Mullin, Benjamin (22 February 2018). "Scroll Signs On Publishers for Service That Will Curb Their Ads" (in en). The Wall Street Journal. https://www.wsj.com/articles/scroll-signs-on-publishers-for-service-that-will-curb-their-ads-1519315200.
11. ↑ Owen, Laura Hazard (23 February 2018). "Scroll, the $5/month news subscription startup, signs up The Atlantic, Business Insider, Fusion Media Group, Slate, and others" (in en). NiemanLab. https://www.niemanlab.org/2018/02/scroll-the-5-month-news-subscription-startup-signs-up-the-atlantic-business-insider-fusion-media-group-slate-and-others/.
12. ↑ 12.0 12.1 Bohn, Dieter (24 March 2020). "Firefox is launching a new test pilot with Scroll to pay web publishers" (in en). The Verge. https://www.theverge.com/2020/3/24/21192048/firefox-better-web-scroll-subscription-ad-tracker-blocker-publisher-payment.
13. ↑ Haile, Tony (7 February 2019). "Scroll is acquiring Nuzzel". Scroll. https://scroll.blog/2019/02/07/scroll-is-acquiring-nuzzel/.
14. ↑ Gartenberg, Chaim (2019-02-26). "Mozilla partners with news subscription service Scroll to build an ad-free internet" (in en). https://www.theverge.com/2019/2/26/18241183/news-subscription-service-scroll-partner-mozilla-firefox-ad-free-internet.
15. ↑ Scire, Sarah (25 March 2020). "Scroll and Mozilla's Firefox team up to bring ad-free news to a wider audience" (in en). NiemanLab. https://www.niemanlab.org/2020/03/scroll-and-mozillas-firefox-team-up-to-bring-ad-free-news-to-a-wider-audience/.
16. ↑ Bohn, Dieter (4 May 2021). "Twitter is buying Scroll, the subscription service that removes ads from news sites" (in en). The Verge. https://www.theverge.com/2021/5/4/22417852/twitter-buying-scroll-subscription-service-news-revue-newsletter.

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