Yahoo-owned microblogging platform Tumblr has been selling sponsored posts for about six months. And now Yahoo’s hoping to monetize that service even more by promoting Tumblr sponsored posts on Yahoo too.
Back in March, product VP Derek Gottfried reportedly told the Wall Street Journal that Yahoo was working on an ad network to better elevate paid-for content across all of the company’s sites.
Businesses can buy Tumblr sponsored posts through Yahoo Gemini, Yahoo’s ad marketplace for native advertising and mobile search, launched earlier this year. The sponsored posts have an opportunity to reach an average of 800 million monthly users, according to a Yahoo press release.
Integrating Tumblr posts into Yahoo’s ad marketplace is just the latest advancement in a plan to monetize the blogging platform. In March the company inked a major ad deal with Viacom for a series of ad campaigns, marking its cross over into television. Then in early May, Tumblr started offering an advertising package with a hefty $25,000 price tag to keep out cheap, ugly ads — in the interest of not offending its user base.
It’s likely Yahoo’s next move will include providing sponsored posts to third-party sites, beyond the ones the company already owns.