How Snapchat Can Open the Door for Marketers Without ‘Screwing It Up’

Snapchat can avoid the mistakes of Tumblr before them and create a mutually beneficial alliance with brands while also keeping what users love intact.

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

The acquisition of Yahoo by Verizon closes the chapter on Yahoo’s pursuit to remain independent, and the future of the company and its subsidiary properties is unclear.

One of those properties is Tumblr, the eccentric online blogging platform that Yahoo bought in 2013, with Yahoo CEO Marissa Mayer famously promising that the tech giant wouldn’t “screw it up.”

Three years after that acquisition by Yahoo, Tumblr’s valuation has been reduced by more than one-half of its original value. Reports have indicated that poor management choices and meshing of Yahoo’s ad sales team with Tumblr’s particularly hampered the platform’s monetization.

As Tumblr’s failure to monetize contributed to its decline, a new player has stolen the technology spotlight.



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