Yahoo CEO Marissa Mayer and Tumblr creator David Karp face a difficult challenge in keeping ad-averse Tumblr users happy, while still increasing advertising revenue for the social network, writes Cotton Delo. Yahoo issued a pledge "not to screw it up" when it announced its acquisition of Tumblr. Yahoo says it plans to introduce native ads that will utilize Yahoo's personalization capabilities, along with getting bloggers' permission to post ads on individual sites.

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