One reason Tumblr has not been as appealing to advertisers as expected is its requirement that a brand can only run sponsored posts if it had its own Tumblr blog.
Tumblr has just dropped this requirement, now allowing "blogless" sponsored posts, according to Marketing Land. This means that all brands will now be able to run sponsored posts in user feeds and dashboards.
"Since the acquisition, Tumblr has introduced a number of innovative ad products to maximize value for our advertisers and best meet their needs. To further support these efforts moving forward, we have returned to a Tumblr-dedicated direct sales team,” a Tumblr spokesperson told Business Insider in February.