Under a new deal, DataSift is now a content partner of Tumblr, much like its affiliation with Twitter (News - Alert). That means more big media advertising. Financial details were not released about the deal.
Tumblr will offer a “firehose of Tumblr data — including both real-time and historic data — to power consumer engagement analytics,” TechCrunch said in a report on the deal.
“We will do this as a revenue share agreement with Tumblr,” Rob Bailey, CEO of DataSift, was quoted by TechCrunch. “As a matter of fact, the great success of our Twitter [deal] has led to this deal with Tumblr…Nick Halstead [the founder and CFO of DataSift] and I are both passionate users of Tumblr as well, so that helped.”
Earlier this year, Yahoo acquired Tumblr for $1.1 billion. It was predicted that ad revenues would increase especially in 2014. Tumblr is popular with users. There are 5.5 billion interactions a month on Tumblr.
The deal comes right after Twitter’s announcement it is filing for an IPO. DataSift offers distribution for Twitter into “hundreds of social and BI applications,” and Tumblr “wanted the same success, the same kind of ecosystem, that Twitter has built around itself. It has been a huge accelerant to people spending money on the network,” Bailey said.
The new deal could lead to similar deals in the future, TechCrunch said. “There are more than 200 social networks with more than a million users worldwide, and all of them want to make money from ads,” Bailey said.
Well-known brands are opting to use Tumblr to engage with customers. Tumblr data becomes more important for social applications, and the analysis of industry, brand and audience insights, the company said. Tumblr data is now available in DataSift. Agencies, brands, and developers will find out what Tumblr's users are talking about, DataSift said.
Likes, location, profile and reblogs let companies map audiences. Tumblr Historics also lets brands understand the impact their campaigns are having.
Edited by Alisen Downey