Yahoo will begin rolling out Tumblr native ads across its platform, including Yahoo News and Yahoo Tech. Among the first brands to sign up for Tumblr sponsored posts are Lipton, Tide, The Hunger Games and Lexus, according to Ad Age.
On Yahoo’s digital magazines like Yahoo Tech, they’ll appear as image-heavy sponsored content entries alongside editorial posts. Tumblr already serves as the editorial publishing tool for these sites and has been used to create the sites’ ads since their introduction. Meanwhile on Yahoo’s regular sites like Yahoo Sports, the Tumblr ads will show up as stream ads, which have skew more text-oriented but recently added bigger images.
The ads, sold through Yahoo’s Gemini ad exchange, are paid for on a cost-per-engagement basis. Marissa Meyer touted Tumblr ads at Cannes on Tuesday. According to The Wall Street Journal, Mayer said that Yahoo will be focusing more on native advertising, and is trying to push the digital ad industry forward. “[Mayer] spent much of her keynote looking to excite the creative crowd about the possibilities of native advertising.”