Tumblr looks beyond the display ad for ways to cater to brands

04/13/2012 | Advertising Age (tiered subscription model)

Tumblr CEO David Karp has expressed disdain for ads, but now the company is working with brands on a case-by-case basis to develop replicable organic campaigns that seek to leverage Tumblr's 4.5 billion weekly impressions. Karp says the company wants to avoid turning to a conventional display-advertising model and is instead looking for other ways to make money. "There's value in that to advertisers, but it's a lot more interesting to us to think that some chunk of that attention ... can actually be made available to our users as a feature," he says.

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