/// Why Yahoo Doesn’t Think Tumblr Has a Porn Problem

May 19, 2013  |  All Things Digital


If you write about Tumblr as a business, you are required to note that Tumblr has a lot of porn . How much porn? You’ll have to make something up, because the only people who know much porn the blogging service hosts work at the blogging service, and they don’t offer up a number. But let’s stipulate, for argument’s sake, that there is indeed a lot of porn on Tumblr — in fact, the company’s terms of service make a point of saying it’s ok with “not suitable for work” stuff. Which means there are a lot of pages on Tumblr that advertisers won’t go near. Like “ Girls in Yoga Pants “, where the image at the top of this post came from (yes, that’s a tame one). So why isn’t that an issue for Yahoo, which is very close to spending $1.1 billion on the company? Here it’s important to pay attention to the way Tumblr actually works — or more precisely, the two ways it works. Tumblr offers tools to make simple blog pages, which anyone with a Web browser can see. So you don’t have to sign up for Tumblr to check out We Want Porn , but Comscore will count you as one of the service’s 117 million monthly users. Tumblr’s core users, though, log in to the service, and subscribe to different Tumblogs, which they view on a “dashboard” – the equivalent of Twitter and Facebook’s newsfeeds. Not coincidentally, these are also the only people that Tumblr is showing ads to , either via “radar” ads that promote tumblr pages alongside users’ dashboards, or “spotlight” ads that promote Tumblr pages in a directory of suggested acounts.

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Why Yahoo Doesn’t Think Tumblr Has a Porn Problem


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