Feeds

Tumblr CEO realises ads don't make him sick after all

Two years after renouncing all ads, Karp's stomach settles

Internet Security Threat Report 2014

Just two years after Tumblr founder and CEO David Karp said that advertising on sites like his made him physically sick, Karp has announced that Tumblr will start offering paid advertising.

In 2010, Karp told The LA Times that the blogging site was "pretty opposed to advertising" and "it really turns our stomachs".

Today at the Ad Age Digital Conference in New York, Karp said in his keynote speech that Tumblr would be offering the "radar" post on users' dashboard – previously used for interesting or popular posts – as an ad unit on 2 May.

Karp did not try to disguise his complete about-turn, quoting his own words from two years ago in the announcement and admitting he'd been an "idiot" to say that.

Brands already use Tumblr in different ways to advertise their stuff. Karp mentioned the Tumblr account Capitol Culture, which featured top looks from the fictional dictatorship of the cult-novel-turned-movie The Hunger Games or an account from online glasses shop Warby Parker that posts pictures of dogs in sunglasses.

Karp used these examples to explain how Tumblr's foray into advertising would be different from, oh, say, Facebook or Google, whose ads were "devoid of creativity".

Karp didn't mention how much the ad units would cost. ®

Internet Security Threat Report 2014

More from The Register

next story
WHY did Sunday Mirror stoop to slurping selfies for smut sting?
Tabloid splashes, MP resigns - but there's a BIG copyright issue here
Spies, avert eyes! Tim Berners-Lee demands a UK digital bill of rights
Lobbies tetchy MPs 'to end indiscriminate online surveillance'
How the FLAC do I tell MP3s from lossless audio?
Can you hear the difference? Can anyone?
Inequality increasing? BOLLOCKS! You heard me: 'Screw the 1%'
There's morality and then there's economics ...
Google hits back at 'Dear Rupert' over search dominance claims
Choc Factory sniffs: 'We're not pirate-lovers - also, you publish The Sun'
EU to accuse Ireland of giving Apple an overly peachy tax deal – report
Probe expected to say single-digit rate was unlawful
While you queued for an iPhone 6, Apple's Cook sold shares worth $35m
Right before the stock took a 3.8% dive amid bent and broken mobe drama
prev story

Whitepapers

A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.