Tumblr has become the latest social network to add mobile advertising into its iOS and Android apps.
Tumblr has taken the most common approach with the introducing of sponsored posts from advertisers – six partners to begin with, including Pepsi, Warner Bros and General Electric – which appear in the users feed, and can be liked and reblogged.
These posts are clearly marked with a dollar sign, but otherwise seem to be intended to blend in as neatly as possible, with a focus on pictures, including Tumblrs trademark animated GIFs.
The sponsored posts have been appearing on the desktop site for nearly a year, but its the first step Tumblr has taken to monetise its mobile offering, which has seen its usage quadruple in the last six months. 
The move follows a similar move from LinkedIn, which introduced sponsored posts to its app last week.
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