Sponsored web posts have finally made their way to Tumblr, marking the first significant change to the platform after Yahoo! acquired it recently.
In a post announcing this new feature, Tumblr says that the sponsored posts on a user's web Dashboard, will “simply blend” with posts from the blogs they follow, like it is in their mobile apps. Introducing the change is an animated GIF ad at the beginning of the post.
Tumblr had put out their first sponsored post on Tumblr Radar a year ago, and posts from their partners have since amassed over 10 million likes and reblogs.
Sponsored web posts make an entry
Interestingly, according to a report on The Next Web, Tumblr is bringing in specific advertisers on board early on. Companies like, Ford, Universal Pictures, AT&T, Purina, Capital One, and Viacom, among others, are expected to make an appearance on users' dashboards, according to the report.
Just this month, Yahoo! acquired Tumblr for $1.1 billion in an all-cash deal, and even moved its official blog to yahoo.tumblr.com as its first act of commitment to the blogging platform.
“Per the agreement and our promise not to screw it up, Tumblr will be independently operated as a separate business. David Karp will remain CEO,” Yahoo! stated. “The product, service and brand will continue to be defined and developed separately with the same Tumblr irreverence, wit, and commitment to empower creators.”
Yahoo! CEO Marissa Meyer also posted on her company's new Tumblr. She estimated that the takeover could grow Yahoo!’s audience by 50 percent—to more than a billion monthly visitors—and increase traffic by about 20 percent. She said the acquisition will see Tumblr bring in about 50 billion posts to Yahoo!’s media network and search experiences, and the two companies would also be leveraging the “seamless” advertising opportunities.