Tumblr has a problem: advertisers just can’t get enough of their ads.
It’s a good problem to have, especially considering that Tumblr didn’t even sell proprietary ads until last spring, when it rolled out its Radar and Spotlight units.
Tumblr Radar placement lets brands pay to promote a Tumblr post to users’ dashboards (the Tumblr equivalent of Facebook’s News Feed), while its Spotlight ad unit helps brands promote their own Tumblrs in various categories like “entertainment,” “design” and “funny.”
One challenge for advertisers is that, unlike easy-bake, IAB-approved banners, these two units fall under the buzzy “native ads” umbrella, making them the opposite of commodity inventory.
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