❜embed is powering the Discover tab of 'the base app'. The new wallet by Base.
Announcement
Jul 17, 2025
A few months ago, we started working with the Base team on TBA. Our mission was to help the team build a social feed from onchain content that would act as the app’s new discovery tab. With a feed directly inside the wallet, users could transact and have social context for their transactions, all in the same app.
Together, we’ve already seen powerful early results, with personalized feeds built on ❜embed performing **better** than traditional heuristic feeds by orders of magnitue
The Base team emerged as the ideal partners to make such an ambitious project happen. ❜embed’s vision was always to democratize access to social feeds and personalization algorithms, putting more control in the hands of users. Having an S&P500 company and Ethereum’s biggest L2 as a design partner for our platform felt like the best possible path forward.
Our work on TBA focuses on the Discover tab, which is composed of two social feeds:
First, a rich media feed channeling Farcaster content: short text posts, images, videos, Zora content coins, and miniapps. Each post is analyzed and ranked according to each user’s social graph and interests using state-of-the art machine learning, in order to create a personalized feed that balances Discovery of new users and mini-apps and content from the user network. We iterated over 600+ feeds and algos in collaboration with the Coinbase Wallet team to produce the experience available in the Open Beta.
Second, a TikTok-like video feed, for which we built dedicated infrastructure to meet the UX standards we expected for one of the leading wallets in this space, as well as developed new model capabilities, like enhanced video understanding.
The ❜embed vision
On-chain content creation is accelerating on both Farcaster,Zora, and others. We believe we’re about to see a new surge in on-chain content on both platforms—and perhaps its entry into the mainstream—propelled by new monetization models such as content coins, on-chain patronage, and tipping, along with other experiments at the intersection of social and crypto that let value flow freely to those who create it.
Posting media on-chain has multiple advantages: it is traceable, easily attributable, and monetizable without an intermediary. We can easily envision a future where all internet content can be traced back to an on-chain identity or creator, whether that’s a person or an AI model. This future is closer than we think, and the timeline is accelerating because of the rise of deepfakes, and the poor attribution of value on today’s social platforms.
Last but not least, we believe the drop in quality of our feeds and timelines—and the moderation and polarizing-content issues we all face—are problems we can and should fix through better algorithms exploration and approaches to democratize their creation by users and developers.
The ❜embed team is building the social-media algorithm marketplace for this new internet. Creators owning their content is only the first step in re-architecting the web. For the new paradigm to be complete, users should also control and oversee their daily digital experiences. Because the content we read is like the food we eat, upcoming generations will move past “junk social media” and watch their information diet far more closely than our generations have.
If you’re building experiences, visit console.mbd.xyz to craft an experience tailored to your audience using the templates we’ve provided, from a simple “Trending” feed to more sophisticated For You algorithms.
Reach out!
We’re just getting started. Stay tuned for further enhancements as we continue to work closely with Base to shape the future of personalized social discovery onchain.
We recently announced our SDK and new documentation. As our Feed Building platform matures, we would love to support you in using our tools. Feel free to check out our website and docs, and reach out to us.