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Yahoo, Facebook in Ad Partnership Talks Over Tumblr

Yahoo is considering letting Facebook sell ads within the Tumblr mobile app, splitting the revenue with Yahoo, in hopes of getting more ad revenue from the microblogging network, say people at both companies.

Yahoo has been looking for ways to improve Tumblr's ad performance. Right now, only around 10% to 15% of Tumblr’s available advertising inventory is being sold to advertisers, according to two people with knowledge of the numbers.