Yahoo on Tuesday answered the question about what the company intends to do with Tumblr.
CEO Marissa Mayer announced at the company's CES event on Tuesday the introduction of Yahoo Advertising, a united platform for that will simplify the purchase of ads on Yahoo's various properties including Tumblr.
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"The new Yahoo Advertising includes a comprehensive suite of web, mobile, and video ad products across native, audience, and premium display, which are accessible through a new buying platform. These products are supported by Yahoo’s data and analytical tools, with insights into the daily digital habits of more than 800 million people worldwide," Yahoo wrote in a blog post. Analytics had been a sore point for Tumblr. Until now, marketers haven't had the ability to buy by gender or location. In addition, advertisers will only have to pay when their Tumblr ad is reblogged, liked or followed or if there's a direct click to the ad.
David Karp, who founded Tumblr and is now working under Mayer, also made an appearance where he noted that Tumblr's sponsored posts, which have shown early success since their introduction in 2012, will be under the umbrella of the new ad platform.
The move marks one of the most dramatic moves by Mayer since she took the lead job at Yahoo in summer of 2012. She has executed numerous acquisitions as part of a three-pronged plan to turn around the web portal.
Despite positive reactions to Mayer's moves — Yahoo's stock is up 160% since she became chief executive — advertising revenue has continued to decline.
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