Tumblr is trying to position itself as a creative branding platform rather than just another place to post banner ads, says founder David Karp. That requires more from advertisers but also delivers better results, Karp says. "This industry is so bored of display, bored of blue links, so excited to create ads that win awards, that ... you can put in your portfolio. There aren't a lot of AdWords ads or display ads that you can put in a portfolio," he says.

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