In July, Tumblr's tween creator David Karp predicted native, multimedia advertising would be the most exciting, dazzling part of the company
. At the year's end, they're running depressing link ads for the yellow pages.
It wasn't supposed to be this way—text ads like those above, which Unwrapping Tumblr noticed
now show up when you search for keywords, are perhaps the least
valuable, least desirable form of online advertising out there. In other
words, if Tumblr's sponsored GIF factory were making money like Davey
expected, these wouldn't be there. This is filler.
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