Founded by Chris McGill, Mixx is a social network that combines elements of Digg, LinkedIn, and MyYahoo. It offers a customized experience for each user, creating niche versions of popular social news sites. Mixx aims to include niche publishers who are often excluded from platforms like Digg, allowing them to gain traction for their stories. Users can bookmark stories, videos, and photos, and Mixx plans to partner with publishing partners to drive traffic. The platform provides personalized homepages with relevant news items and categorized sections. Users can also join and create topic-based groups to further refine the content they receive. Mixx released an API in 2008, allowing web services to interact with Mixx items and media. It competes with other social media sites like Thoof, SpotBack, and Feeds 2.0.