Tumblr finally gets into advertising, launches two products

Radar will feature sponsors via its content feed, which garners 120 million impressions daily, while Spotlight is Tumblr’s landing page with content curated by a team of editors. Blogs featured on Spotlight draw tens of millions of follows each week.

Currently, Tumblr has about 55 million users, who have generated 22 billion blog posts.

But Tumblr is opting to dip its toe into the ocean of advertising rather than just go ahead and cannonball in. The short-blog platform intends to choose who it works with. According to VentureBeat, the US$25,000 price point is intentionally high to weed out less desirable ads.

Tumblr’s vice-president of product Derek Gottfrid also told VentureBeat that the two units were designed to give advertisers a way to buy into the native Tumblr experience.

So far no set date for the ad units launch has been announced.