Tumblr Ads to Start Running on Yahoo Sites
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Yahoo has a new way to recoup the $1.1 billion it dropped last year on social network Tumblr.
Yahoo will begin running Tumblr’s sponsored post ads on the portal’s owned-and-operated sites, such as Yahoo News and newly launched digital magazine Yahoo Beauty. Unilever’s Lipton, Procter & Gamble’s Tide, Lionsgate’s “The Hunger Games: Mockingjay — Part 1” and Toyota’s Lexus are the four pilot brands that have signed up to run their Tumblr posts as ads across Yahoo’s sites.
The Tumblr ad tie-up is “the most substantive integration between the two companies since Yahoo acquired Tumblr,” said Yahoo senior VP-home page and verticals Mike Kerns. Tumblr’s global head of brand partnerships Lee Brown said Yahoo and Tumblr have been working on the expanded ad distribution system for the last three quarters.
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