![]() ![]() If you’re a regular reader here at TIME Tech, you can skip this post entirely, as you already know what Tumblr is. (Note: there is an actual Tumblr for Dummies book already. In light of the recent Yahoo-buys-Tumblr news, my overlords at TIME have asked me to put together a guide of sorts explaining what Tumblr is. Will that change? Mayer was asked that question today, but demurred.Follow old-timer. On the data front, Tumblr at this time collects no data at registration other than age and email address. These are called Pinned Posts, Highlighted Posts and Radar ads. Tumblr has shrugged off monetization, offering a small menu of native ads geared to promoting organic content. The revenue question came up repeatedly during the investor call. But they’re young (more desirable to advertisers), their site visits are linked to a login (addressable), and they’re heavy users of Tumblr’s mobile app (cross-channel). Tumblr’s audience of 300 million unique users is less than half that of Yahoo’s, and so the purchase price represents nearly $3 per user. Not that Yahoo needs an ace up its sleeve, necessarily. In other words, there will be no Yahoo branding at all on Tumblr.īack-end integration is another matter of course, and infrastructure and data tie-ins are a Trojan Horse in this deal. Instead she referenced eBay/PayPal and Google/YouTube as examples of successful mega-deals, and she said Yahoo will follow their playbook by sharply delineating the companies on the front end. Microsoft/Skype, Aol/Huffington Post, and Advance/Reddit all come to mind, but it wasn’t those companies that Mayer invoked. Compounding that factor is that M&A seems to be tougher when the acquired startups are social media companies. One is that Yahoo clearly realizes users are worried it will take their baby and drop it on the floor, as it did with Flickr and numerous other product acquisitions. There are a couple of ways to interpret this line. Hence Mayer’s remarkable pledge, “We Promise Not To Screw It Up.” One could speculate that this is the message Mayer needs to tell, since Karp is notoriously allergic to Internet advertising and because assuaging Tumblr employee and user worries about intrusive advertising and data use is job #1 at the moment. “And he talks wistfully about the ads he would see as a child that would make him want to see a movie or love a certain kind of car.” She added that by and large, “Internet advertising doesn’t aspire to be as good as the content itself.” “David and I both share a love of pop culture,” she said. Of course, native advertising is not incompatible with exchange-based selling, as the Facebook Exchange has taught us with the recent introduction of retargeting to its News Feed inventory.īut by and large, Mayer sought to divert her comments on advertising away from the dormant potential in Tumblr’s user data and toward ads that embrace quality. I would expect that any ad units we create would be very native and follow the form & function of either site.” ![]() Regarding monetization through exchanges versus custom and direct served advertising, Mayer said, “I imagine there will be a bit of both. So the profile data Yahoo uses to reach Tumblr users across websites and devices may be linked to related advertising categories. What “psychographic” data are we talking about? Whereas Yahoo is known for its strength in finance, news and sports, Tumblr is a hotbed of fashion, design, architecture, and art, Mayer said. ![]()
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