Tumblr is a shadow figure in the social-media world. Quantcast calculates that Tumblr receives 44 million visitors each month, but the three-year-old social blogging platform still ranks behind Facebook (Nasdaq:FB), Twitter, and Pinterestin popularity with users—and with advertisers.
Companies need to be able to measure the results of advertising campaigns for a platform to provide real value. With Tumblr’s announcement Thursday it has named Austin-based Union Metrics its official analytics tool, Tumblr is now a legitimate competitor for a business’ advertising dollars.
“By now having a devoted metrics tool for the Tumblr platform, it gives advertisers more of a sense of security surrounding their decision to spend money with Tumblr,” Peter Sena, cofounder of digital marketing agency Digital Surgeons, told Upstart Business Journal.
Previously: My NYTM story about Tumblr.