Tumblr is about to sign a deal with a photo-analytics startup, Ditto Labs. Cambridge, Massachusetts based company analyzes photos posted on social media websites to get brand-related data. Brand-affiliation data helps corporations track the way consumers interact with their brands. Acquired by Yahoo for $1.1 billion, this would be the first major move by the social media platform that could affect its user base. While it is being promised that this partnership is in no way based on advertisements, data analysis of brand affiliation could very well trigger targeted advertising, if not now then in future!
Tumblr – Ditto deal:
Tumblr’s expected partnership with Ditto Labs essentially means that if you post a photo with a product, say your laptop, Ditto Labs will scan the photo to extract the brand details of that laptop. This brand recognition helps advertising companies in making better strategies of their campaigns. However, head of business development at Tumblr, T.R. Newcomb promises that no ad-related stuff will happen, “Right now, we’re not planning to do anything ad-related.”