‘Nobody at Yahoo understood Tumblr’: Why Marissa Mayer’s big bet on Tumblr never panned out – Digiday

fourangers:

Mayer hoped to turn Tumblr into an advertising cash cow. But Karp’s dislike of advertising set the tone and direction for Tumblr, where ad innovation was never a big focus for the company until Yahoo forced it to.

“Yahoo never gave Tumblr the time and support to innovate ad products. By the time Yahoo realized how far in the race Tumblr fell behind, it was already too late.”

Tumblr’s direct-sold ad formats include sponsored posts, sponsored video and sponsored day (homepage takeover) and carousel units, none of which is as innovative as, say, Snap’s sponsored lenses.

Tumblr’s failure to innovate reveals a poor cultural fit and lack of management attention from Yahoo. As a former Tumblr employee described, working with Yahoo is basically like “a bunch of cool teenagers hanging out with your grandpa.”

(posted on 2016)

‘Nobody at Yahoo understood Tumblr’: Why Marissa Mayer’s big bet on Tumblr never panned out – Digiday