Tumblr has launched a new advertising program that will finally enable publishers to make money from the content they post on their blogs. The new ads will be featured across the entire Tumblr network, though users will have the option to disable them from the settings menu if they wish.
Tumblr announced the arrival of ads in an official blog post and likened the new initiative to its already active Creatrs, which allows brands to engage with users directly rather than having to make use of third-party influencer networks. It noted that this had allowed users to turn their “passions into jobs.”
Publishers who want to enrol for the new program and make money must complete a registration process, which is set to launch later this year. The new ad format will be switched on by default, so Tumblr will be able to monetise the majority of its 65 million user base and 306 million individual blogs, unless action is taken to disable ads entirely or on a per-blog basis.
Maximise value for advertisers
The new ads will feature in three specific locations on the Tumblr network. The first will appear on the main blog when the default Optica theme is active, the second will be on a slide-out section on the web and the third on the microblogging and social networking site’s mobile apps and web pages. The ads program will officially launch on Thursday.
“This was a long time coming, and will be one of the biggest projects we’ve ever launched at Tumblr,” Tumblr founder David Karp wrote on his blog. “It’s been a busy summer – a new GIF maker, live video, new messaging stuff – and there’s a whole lot more on the way. Next up: getting you paid for your work.”
A Tumblr spokesperson added: “We continue to deliver ad solutions to grow Tumblr’s business and maximise value for our advertisers and community. Featuring Yahoo display and Gemini native ads across the Tumblr blog network is another example of these ongoing efforts.”
Tumblr concluded by saying that it is still working on the exact details for the partner program, which is required to earn money, and that it would make further announcements when it has more details to share.
