Tumblr has signed a deal with analytics company DataSift to provide insight to advertisers on what consumers are saying on the site.
Starting on Monday, DataSift will have access to Tumblr's data in real-time. The company's deal with Tumblr also includes access to historical data. According to DataSift, the company will be able to see what people are saying about organizations through its collection of Tumblr data. The company attempts to help advertisers with their social marketing campaigns by providing such insight. DataSift has a similar partnership in place with Facebook and Twitter.
The move could be an important one for Yahoo, which acquired Tumblr earlier this year for $1.1 billion. At that price, investors are expecting Yahoo to generate more revenue through Tumblr, and the best way for the company to do that is through ads. Tumblr ostensibly hopes that by sharing its data with advertisers, it can attract more marketing dollars to its service.
Terms of the deal were not disclosed.