Tumblr Adds In-Stream Ads Online in First Post-Acquisition Bid to Grow Revenue
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A week after Tumblr was acquired by Yahoo for $1.1 billion, the blogging platform has announced that it’s cranking up its ad business further.
Tumblr will roll out its first sponsored web posts next month, and they’ll be integrated into users’ streams, which until now on the desktop version of the site have only been populated with content posted by other users they follow. It’s an inevitable move, but one that also seems bound to stir up Tumblr’s most devout users, who were already worried about the platform’s new corporate parent hurrying to commercialize it.
It comes a month after Tumblr introduced mobile in-stream ads. Previously ad formats had inhabited less prominent real estate and were constrained to the “Radar” post on users’ dashboads, which alternates between paid promotions and images curated by Tumblr staff, and “spotlight” placements on pages highlighting top Tumblr blogs in categories like sports and architecture.
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