April 19th, 2012

Tumblr Announces First Foray Into Paid Advertising

By Cotton Delo

Five-year-old microblogging platform Tumblr announced its first foray into paid advertising at Ad Age’s Digital Conference this afternoon.

Founder and CEO David Karp said Tumblr will start offering the “Radar” post that appears on a Tumblr user’s dashboard as an ad unit on May 2. Radar is currently an officially curated selection of images used to highlight notable or popular posts (usually images) from across the network.

Mr. Karp said that Tumblr has about 15 partnerships in which it has used Radar to promote content from brands, including The Cartoon Network, but that packaging it as an ad is an opportunity to make a campaign “repeatable.”

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