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.

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Yahoo is no stranger to using multiple vendors to sell ads on its properties: Both Microsoft and Google sell ads for Yahoo Search.


Satish Polisetti and Erik Suhonen commented on this article.
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FAN’s net revenue in 2015 was around $200 million from about $675 million that marketers spent in total on FAN.