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As no one had done so after a year of waiting, Karp and developer Marco Arment began working on their own tumblelogging platform.
In early June 2012, Tumblr featured its first major brand advertising campaign in conjunction with Adidas, who launched an official soccer Tumblr blog and bought placements on the user dashboard.
Since July 2013 and its acquisition by Yahoo, Tumblr has progressively restricted adult content on the site.
In July 2013, Tumblr began to filter content from adult-tagged blogs from appearing in search results and tag displays unless the user is logged in.
Tumblr blogs may optionally allow users to submit questions, either as themselves or anonymously, to the blog for a response.
The service allows users to post multimedia and other content to a short-form blog. Karp had been interested in tumblelogs (short-form blogs) for some time and was waiting for one of the established blogging platforms to introduce their own tumblelogging platform.
Tumblr Head of Sales, Lee Brown, has quoted the average ad purchase on Tumblr to be nearly six figures.