Tumblr is signing a deal with Ditto Labs, a firm which analyses photos on social media to look for brand related data - such as someone holding a bottle of juice or wearing a branded hoodie.
The deal will allow advertisers the opportunity to see what their fans are saying and how they are perceived.
T.R. Newcomb, head of business development at Tumblr, stated: "If Coke wants to understand the nature of the conversation [about them on Tumblr] Ditto can sift through and deliver it to Coke.”
However, he added that this will not mean that people will be targeted based on what they wear in Tumblr photos: "Right now, we're not planning to do anything ad-related.”