Digital Transformation

Yahoo pledges Tumblr to stay “independently operated” as it completes acquisition

By Steven Raeburn | N/A

June 20, 2013 | 3 min read

Yahoo has announced that it has completed its acquisition of Tumblr, with the group expecting to grow Yahoo's audience to more than one billion monthly visitors.

Yahoo CEO Marissa Meyer

Yahoo CEO Marissa Meyer

It said that Tumblr will stay “independently operated, and the product, service and brand will continue to be defined and developed separately by the Tumblr team.”

Tumblr CEO David Karp will remain in post.

“Tumblr is one of the fastest-growing media networks in the world. Its tremendous popularity and engagement among creators, curators and audiences of all ages brings a significant new community of users to the Yahoo! Network,” Yahoo said in a statement.

“The combination of Tumblr and Yahoo! is expected to grow Yahoo!'s audience to more than one billion monthly visitors.

“The deal offers unique opportunities for both companies. Tumblr can deploy Yahoo!'s personalization technology and search infrastructure to help its users discover creators, bloggers, and content they'll love.

“With more than 50 billion blog posts (and 75 million more arriving each day), Tumblr can bring complementary content to Yahoo!'s media network and search experiences. Yahoo! will support Tumblr's efforts to create advertising opportunities that are seamless and enhance the user experience.”

Yahoo CEO Marissa Mayer said "Tumblr is an incredible company. I'm thrilled to officially welcome David and his team to Yahoo!"

Tumblr CEO David Karp said, "We are beyond excited to partner with Marissa and the wonderful team at Yahoo! that we've already come to know well.

“Their support and belief in our vision gives us an opportunity now to be the most ambitious we've ever been."

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