Yahoo-owned Tumblr has partnered with photo analytics startup Ditto Labs to help advertisers make sense of the 130 million photos posted on the platform each day. The deal is designed to help companies better understand consumer preferences for products and services, as well as brand affinities.
"Tumblr is a highly visual platform that encourages graphical storytelling," said T.R. Newcomb, head of business development at Tumblr, in a statement. "Adding the unique layer of visual analytics from Ditto Labs allows our brand partners to discover much deeper insights and competitive intelligence into the narratives that play out around their brands each day on Tumblr."
However, this does not mean that advertisers can sponsor user photos or deploy in-image advertising, for example.
"Right now, we're not planning to do anything ad-related," T.R. Newcomb, head of business development at Tumblr, told Mashable.
He added: "If Coke wants to understand the nature of the conversation [about them on Tumblr] Ditto can sift through and deliver it to Coke."
This is not the first attempt by a social network and their advertisers to try to understand users' motivation behind posting specific photos. Ditto has previously analyzed photos for enterprise brands, including Kraft Macaroni & Cheese, Cadillac and Coca-Cola, and the company already provides brand photo listening capabilities for Twitter and Instagram.
"Photo-listening provides incredible insight into how people make brands a part of their everyday lives," said David Rose, CEO of Ditto Labs. "No other technology can read brand information inside of pictures at social-scale. It's a must-have for companies looking to understand how to engage with fans and consumers in a photo-centric world."
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