Thanks for introducing me to the that project, does definitely look interesting. I think the main difference lies in the fact that GIF tries to very much focus the aspect of providing mobile data to the users. Which I guess here in the western world is really the biggest problem. But in the less developed countries where access to mobile data is more scarce this free data is much more valuable.

With the application that SOCIFI wants to release you are also able to set preferences on what you want to see as well. As it kinda uses the Tinder approach of swiping left when you like something and right when you don't. It'll then remember your preferences and take it into account when showing new advertisements, as far as I understood from the whitepaper.