Yahoo's Tumblr rolls out desktop dashboard ads

And so it begins. Just 10 days after Yahoo snagged Tumblr for $1.1 billion, the microblogging site rolled out ads in desktop users’ dashboards.

A mobile sponsored post.

Tumblr introduced sponsored posts in its mobile users’ dashboards last month, so the progression to desktop is a natural one. The site has also worked with brands to develop interactive campaigns, most recently one timed with The Great Gatsby’s release.

“Just like in our mobile apps, these posts will simply blend in with the posts from the blogs you follow,” the company said Thursday.

But Yahoo CEO Marissa Mayer indicated that Tumblr would continue to experiment with ads—or, for now, promoted posts—in users’ dashboards. Dashboards are the equivalent of Facebook’s News Feed, so readers don’t see them on individual blogs.

Tumblr’s sponsored posts won’t look like ads. Brands will tailor their posts to Tumblr’s GIF-heavy style.

If you’re worried about how to differentiate promoted posts from the rest of Tumblr’s content, just look for the big dollar sign on the right-hand side, as shown below.

Tumblr
Sponsored posts will be marked with a dollar sign.

Tumblr first added sponsored posts to its Radar column a year ago, but hasn’t been able to turn ads into a big money-maker. The site will have to step up its game to justify that hefty price tag.

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