Yahoo ads set to Tumbl onto news feeds

Posted on June 3, 2013


Following its much publicised $1.1 billion (£723m) takeover, Tumblr users are bracing themselves for a deluge of news feed ads from new owner Yahoo.

With Yahoo’s head honcho, Marissa Mayer, saying the two companies are a “beautiful fit”, users are also expecting to see Tumblr posts on their news feeds soon. Time will tell just how well the two slot in with each other but for Mayer’s part, the details are all in place.

The CEO said:

“You don’t set out to do an acquisition like this; you do this when it makes sense”

She went on to describe Yahoo as great in some areas, such as sports and finance, and said that Tumblr offers greater breadth for art, fashion and travel. She also spoke about how the different demographic of users will be a strong foundation from which to move forward.

Most notably, she explained how she expects Tumblr to grow with the injection of Yahoo’s search expertise, and how her company will be helped by Tumblr’s innovation.

It is the potential changes in advertising that will make the headlines over the next 12 months, though.

Realistically, Tumblr is not a huge money maker, having raised just $13m in revenue in 2012. It is this that Yahoo will surely be looking to change and most users are expecting this to be achieved with advertising.

How long ads will take to appear remains unclear but there has already been one minor change, with Tumblr’s official blog now being hosted at


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