The 153 million-blog juggernaut, now owned by Yahoo, adds over 100 million posts a day to its almost 70 billion total. Brands and companies such as Calvin Klein, Sony, and 20th Century Fox are among the first five advertisers to try out the new ad spot, which will position their Tumblr blogs among the most popular destinations on the microblogging site.
This is a soft launch, and the product will go live in January. It’s only for mobile right now, and it will be given “prominent placement” among the “most popular content” on the service. The ad unit includes the name of the advertiser — or the name of a movie, album, or product — a follow button so viewers can follow that blog and three images from recent blog posts.
This is Tumblr’s fifth ad offering, joining Radar, Spotlight, Sponsored Mobile Posts, and Sponsored Web Posts. The blogging site-slash-budding-social network resisted monetization efforts for years, but has started experimenting with ads — slowly and carefully — since Yahoo bought it earlier this year.
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