Column: A Tumblr Ad Network? Why Not?

The industry is looking for a better ad mousetrap; Tumblr could be a savior

As one bounces from panel to panel during Advertising Week collecting lanyards, it’s hard not to notice that the digital advertising world is a bit defensive. While the medium’s share of the ad revenue pie continues to grow, the Web continues to pull in more than its fair share of direct response advertising, and less than its fair share of brand dollars (at least in the minds of Web publishers). As a result, the efficacy of the entire industry’s ad model is under attack. That’s taken the form of either banner bashing, constructive efforts to come up with a model that’s better than banners, or lots of better research.