Tumblr mobile app users will soon see ads

Sorry Tumblr fans, ads are coming to the social network’s mobile app.

Tumblr, the social network known for its following among teens and young adults, said it will start letting companies promote their posts to mobile app users within the next three months.

The mobile ads will work similarly to those added to the website version of the social network a couple of months ago, said Tumblr Vice President Derek Gottfrid, according to Bloomberg. That means companies have to pay to promote their own Tumblr blogs so they’ll be seen by more people.

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Gottfrid said Tumblr’s mobile users have quadrupled in the last six months and are “edging closer” to the number of people that use the Tumblr website. That’s made adding mobile ads a top priority as Tumblr hopes to turn its first annual profit this year.

Tumblr head of sales Lee Brown said an average ad purchase now costs just under six figures.

“We expect that the monetization will lead us to profitability this year,” Brown told Bloomberg.

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