Yahoo hunts brand partners for next wave of Tumblr-based content marketing services and ramps up programmatic ad offering

Yahoo is on the hunt for brand launch partners for its latest slate of content marketing services for Tumblr, as it continues with plans to monetise the social network.

The move will see the Yahoo and Tumblr teams work closely with advertisers to help plan and execute branded content experiences across the platforms, while also measuring campaign ROI.

The news marks the second major push from Yahoo to monetise Tumblr following its $1.1bn acquisitions last year, having rolled out Native Ad sponsorships for Tumblr in the US this summer.

The rollout coincides with mobile native advertising research the company published today, revealing that Yahoo’s Gemini native ads are deemed “visually engaging” by 85 per cent of people on its platform, meaning they actually see native ads when they are fed through the content stream.

Yahoo’s head of solutions, EMEA , Patrick Albano, told The Drum the company is on the lookout for brand launch partners for the new offering, and will be scaling up its conversations with marketers beginning this week.

“Brands have had the same challenge for a long time, and it has probably got worse over time, but they need a way to develop content and to understand what audiences want.

“New platforms are coming along all the time, and brands are trying to figure out the best way to communicate with people in all those different environments.

“The aim is to be a one-stop partner for brands to create, distribute and earn more distribution. Brands need help with their content marketing strategies – there is no consistency in terms of the experiences currently available, and we want to help with that,” he said.

Advertisers can work with the Yahoo and Tumblr teams to create content based on their target audiences interests, along with its cross-device distribution network including search, native, mobile and programmatic marketplace, and display network.

Meanwhile Yahoo has also released Audience Ads, a new ad format which lets advertisers plug into Yahoo’s user data and personalisation technology to inform their marketing strategies across any digital device which they can buy programmatically via Yahoo Ad Manager Plus – opening up more premium inventory to be bid on programmatically for the first time.

Yahoo unveiled the new product offerings at the IAB Digital Upfronts this morning.

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