“In terms of working together, Tumblr can deploy Yahoo!’s personalization technology and search infrastructure to help its users discover creators, bloggers, and content they’ll love,” she said in the announcementl. “In turn, Tumblr brings 50 billion blog posts (and 75 million more arriving each day) to Yahoo!’s media network and search experiences. The two companies will also work together to create advertising opportunities that are seamless and enhance user experience.”

On a conference call today, she said we could expect more ads like Yahoo’s “Yahoo Stream” ads on Tumblr, and that they would introduce a “very light ad load” on the dashboard, and might work with bloggers who want ads on their blogs. Ad units would be native.

Well, we might be seeing some new ads sooner rather than later. Tumblr will be launching a test of in-stream ads on desktop users’ dashboards as soon as tomorrow, according to Business Insider, who has obtained Tumblr’s ad sales pitch deck. Here’s the first of a handful of a slides, BI shared:

“With Tumblr’s newest ad product, brands finally are front and center, with the world’s greatest creators,” one of the slides says. “Welcome to the richest content stream in the world.”

According to the pitch deck, the ads will be delivered directly in the native dashboard streams of millions of users. The “Web In-Stream” product is in beta, and Tumblr is offering an exclusive launch partnership opportunity to a handful of select brands for the ad unit’s debut, according to the slides, which say that all Tumblr post types are supported. Partners are apparently being offered category-exclusivity.

For $200K, according to the slides, partners can get ten desktop Radar posts within a 30-day span (between May 21 and July 21), 24 hours each for 5% of all Dashboard page views, support from the Tumblr team, U.S. guaranteed impression serving only, over 25 million dashboard impressions ($8.00CPM on Radar impressions), and multi-week exposure as premier sponsor in Spotlight. They also get ninety-day access to Tumblr Analytics and three weeks as an exclusive beta in-stream launch sponsor partner with ten in-stream posts within a 21 day span (June 1 and June 21).

A lot of Tumblr users are already freaking out.

But just how much porn is on Tumblr? A lot. We know that. But until now, we’ve never had any real figures. Data from SimilarGroup, obtained by TechCrunch, suggests that more than 11% of Tumblr’s top 200,000 domains are very NSFW.

The analysis looked at the 200,000 most-popular blogs on Tumblr and found that 22,775 would be considered “adult.” That works out to 11.4%. Yes, Marissa Mayer just bought a network that’s more than 1/10th porn.

SimilarGroup also looked at traffic to said adult Tumblr blogs and found that they account for 16.6% of Tumblr’s traffic. Not only that, but just over 22% of referral traffic to Tumblr comes from adult websites. 8% of outbound Tumblr referrals lead straight to porn.

Tumblr has a porn empire. Is that going to be a problem for Yahoo?

Maybe, but Mayer isn’t suggesting that quite yet.

“The width and breadth of content on Tumblr is what’s exciting and has allowed it to reach more users,” said Mayer this morning when asked about Tumblr’s “not-brand-safe” content (read: porn).

In order to deal with it, Mayer said that Yahoo would need to have good targeting for ads. Maybe that will be the strategy going forward – smart ad targeting that will make sure that the porny bits stay away from the non-porny bits. But this study proves that adult content isn’t just a fringe element of Tumblr’s massive blog network – it’s a big part of it.

As you’ve probably heard, Yahoo has announced plans to acquire Tumblr for $1.1 billion. And currently, a petition on ipetitions.com to thwart the deal has garnered over 168,000 signatures.

Of course, there are a multitude of gripes that Tumblr users have with the Yahoo purchase. Maybe they think Yahoo is too uncool, and will ruin the awesome Tumblr experience. Maybe they look at Flickr, and foresee Yahoo running Tumblr into the ground. Maybe they’re worried that Yahoo is going to rid Tumblr of all of its porn in an attempt to make it more family friendly. Maybe they’re pissed about the new ads, which are most definitely on their way to Tumblr.

Whatever the reason, plenty of Tumblr users are pissed. Just take a look at the posts on Tumblr with a #yahoo tag. Tumblr users are gif-ing their anger.

“Stop Yahoo! from buying Tumblr!! If this happens, the entire interface will be changed, and millions of users will delete their accounts – me being one of them. Please, please, please sign this to stop this!!” says the petition creator.

Only time will tell if Yahoo does indeed make Tumblr “better, and faster,” as they say they will. Both Yahoo CEO Marissa Mayer and Tumblr CEO David Karp say that Yahoo is going to take a hands-off approach with Tumblr. It’s going to run independently with Karp retained as CEO. Mayer says that Yahoo promises “not to screw it up.”

And about the porn thing? Mayer’s not coming for it, don’t worry.

This petiition isn’t the only sign that many Tumblr users are thinking of abandoning ship. WordPress founder Matt Mullenweg reported a spike in Tumblr defections to his blogging service – 72,000 in the short time following the announcement.

Even before the acquisition was officially announced this morning, on onslaught of users importing Tumblr blogs to WordPress already began. That is, at least, according to WordPress Founder Matt Mullenweg.

He writes, “Imports have actually spiked on the rumors even though it’s Sunday: normally we import 400-600 posts an hour from Tumblr, last hour it was over 72,000.”

Despite what would appear to be a mass exodus of users leaving Tumblr for WordPress, Mullenweg appears to think that’s not the case. After he initially wrote the post, he updated it to say, “Some people are reading too much into the import numbers — I don’t think there will be an exodus from Tumblr.”

He then pointed readers to the comments on this post, where he said, “I don’t think there will be any sort of exodus from Tumblr. For most folks habits overcome internet-outrage. Even if a million people left, that’s just about a week’s worth of signups.”

Even still, other blogging platforms are likely to get a little bump out of this.

According to a recent report from Pingdom, WordPress’ share of the world’s top blogs has already been on the rise.

If you are unfamiliar with Tumblr, know this: there is a lot of porn on Tumblr – artsy nude content, straight up porn, pretty much all colors of the NSFW rainbow. It makes up a significant part of the Tumblr landscape, and without it, Tumblr wouldn’t really be Tumblr. Some Tumblr users are concerned that Yahoo will waltz in and attempt to change all of that. Before the acquisition went official, some analysts worried that Tumblr’s NSFW underbelly would be an issue for the folks at Yahoo who were considering the deal.

But it wasn’t. Now that the acquisition is official, it’s looking like Yahoo is committed to keeping Tumblr running as is, and that the porn problem, well, isn’t really a problem. During her conference call to discuss the deal, Mayer had this to say when asked about all of the “not-brand-safe” content out there on Tumblr.

“The width and breadth of content on Tumblr is what’s exciting and has allowed it to reach more users.”

And when it comes to possible concerns from advertisers? Well, Mayer noted that Yahoo will just have to have good targeting. Mayer said that Yahoo is going to put more ads inside the Tumblr feed, so we know it’s coming. But Yahoo can pick and choose where they throw those ads, and can steer clear of any content that may concern potential clients.

“We promise not to screw it up. Tumblr is incredibly special and has a great thing going. We will operate Tumblr independently. David Karp will remain CEO. The product roadmap, their team, their wit and irreverence will all remain the same as will their mission to empower creators to make their best work and get it in front of the audience they deserve. Yahoo! will help Tumblr get even better, faster,” said Mayer in her announcement.

And in his, Tumblr CEO David Karp said that “before touching on how awesome this is, let me try to allay any concerns: We’re not turning purple. Our headquarters isn’t moving. Our team isn’t changing. Our roadmap isn’t changing. And our mission – to empower creators to make their best work and get it in front of the audience they deserve – certainly isn’t changing.”

That sounds like Yahoo is going to adopt a fairly hands-off approach to the Tumblr, and that’s good news for Tumblr users. Sure, people lie and things change, but as of right now it appears that Yahoo isn’t that concerned about all of those naughty parts on Tumblr. Carry on.

Tumblr users can expect some ads to be hitting their streams.

“In terms of working together, Tumblr can deploy Yahoo!’s personalization technology and search infrastructure to help its users discover creators, bloggers, and content they’ll love,” said Yahoo CEO Marissa Mayer in her announcement of the deal. “In turn, Tumblr brings 50 billion blog posts (and 75 million more arriving each day) to Yahoo!’s media network and search experiences. The two companies will also work together to create advertising opportunities that are seamless and enhance user experience.”

Business Insider has more from the conference call about the acquisition:

Mayer says that Yahoo released “Yahoo Stream Ads” in May, which take text ads and put them in the news stream on Yahoo.com. She says you can expect more of that on Tumblr. On Tumblr, there is the dashboard, which is like Facebook’s News Feed or inbox. Today, Tumblr does some advertising there. Yahoo would like to “introduce a very light ad load” there. Yahoo also might work with some bloggers who want ads on their blogs. That would only be done with permission. Mayer says the ad units will be native and follow the form and function of Tumblr. She says that you can tell interests of users.

As the animated GIF in Yahoo’s announcement says, “Don’t panic.”

Still, many are panicking. It doesn’t take long to see an overwhelming amount of negative reactions about the deal with a quick “Yahoo” search on Tumblr.com.

And of course, someone has already set up a “Yahoo Staff” parody account under the “Yahoo-Overlords” handle, with the initial post:

hello friends we are excited to ruin your website have a nice day

“We promise not to screw it up. Tumblr is incredibly special and has a great thing going. We will operate Tumblr independently. David Karp will remain CEO,” says Mayer.

So, how does Tumblr founder and CEO David Karp feel about the buy? “Fuck yeah,” he writes in a blog post.

He also assures Tumblr users that the company is “not turning purple,” and that their mission and roadmap are not changing.

Check out Karp’s full blog post:

Everyone, I’m elated to tell you that Tumblr will be joining Yahoo.

Before touching on how awesome this is, let me try to allay any concerns: We’re not turning purple. Our headquarters isn’t moving. Our team isn’t changing. Our roadmap isn’t changing. And our mission – to empower creators to make their best work and get it in front of the audience they deserve – certainly isn’t changing.

So what’s new? Simply, Tumblr gets better faster. The work ahead of us remains the same – and we still have a long way to go! – but with more resources to draw from.

Yahoo is the original Internet company, and Marissa and her team share our dream to make the Internet the ultimate creative canvas. I couldn’t be more excited to have her help. We also share a vision for Tumblr’s business that doesn’t compromise the community and product we love. Plus both our logos end with punctuation!

As always, everything that Tumblr is, we owe to this unbelievable community. We won’t let you down.

Fuck yeah,
David

In a blog post, Yahoo CEO Marissa Mayer promises that Yahoo “won’t screw it up.” Yahoo plans to run Tumblr independently, and Tumblr founder David Karp will reamin in his role as CEO. Mayer says that Yahoo will be helping Tumblr to “get even better, faster.”

Karp is even more adamant that Tumblr will stay the same:

“Before touching on how awesome this is, let me try to allay any concerns: We’re not turning purple. Our headquarters isn’t moving. Our team isn’t changing. Our roadmap isn’t changing. And our mission – to empower creators to make their best work and get it in front of the audience they deserve – certainly isn’t changing.” he says.

As for why? Here’s what Mayer had to say about how the two companies will work together:

“In terms of working together, Tumblr can deploy Yahoo!’s personalization technology and search infrastructure to help its users discover creators, bloggers, and content they’ll love. In turn, Tumblr brings 50 billion blog posts (and 75 million more arriving each day) to Yahoo!’s media network and search experiences. The two companies will also work together to create advertising opportunities that are seamless and enhance user experience.”

She goes on:

“Both Tumblr and Yahoo! share a vision to make the Internet the ultimate creative canvas by focusing on users, design – and building experiences that delight and inspire the world every day.”

Here’s how Mayer made the announcement (with a gif!):

“As always, everything that Tumblr is, we owe to this unbelievable community. We won’t let you down. F*ck yeah,” says Karp.

According to the report, the event will be “product-related.” Of course, that’s a rather unspecific description, and could mean a variety of things.

Yahoo to hold a product-related news event in New York City on Monday; CEO Marissa Mayer to speak at event. $YHOO

— CNBC (@CNBC) May 17, 2013

This announcement does come on the heels of reports that Yahoo was in “serious” talks to buy or invest in Tumblr. That report indicated that Marissa Mayer has been in close talks with Tumblr CEO David Karp, but that Facebook may also be poised to throw their hat in the ring. any acquisition of Tumblr would be an expensive one – valuations put the company at upwards of $1 billion.

It may seem unlikely that Yahoo would announce an acquisition at an event like this, but it’s not completely out of the question. It seems a bit early for a Yahoo-Tumblr product, but who knows. It’s been a while since Yahoo scheduled anything like this, so we’ll be very interested to hear what they announce next week.

[CNBC via The Next Web]

Yahoo announced the news with the following statement:

Yahoo! Inc. today announced that the Superior Court of Justice for the Federal District in Mexico has granted the company’s appeal and reversed the ruling of the 49th Civil Court of Mexico, which had entered a non-final judgment of $2.75 billion against Yahoo! and Yahoo! Mexico on November 28, 2012.

The appellate decision pertains to the lawsuit filed by World Wide Directories, S.A. de C.V. and Ideas Interactivas, S.A. de C.V. against Yahoo! Mexico and Yahoo Inc. in 2011. On December 12, 2012, and December 13, 2012, respectively, Yahoo! Mexico and Yahoo! Inc. appealed the judgment to a three-magistrate panel of the Superior Court of Justice for the Federal District.

This rounds out a pretty big week for Yahoo, who also struck a deal with Twitter to bring Tweets to the Yahoo Homepage newsfeed, and is reportedly been in talks to acquire Tumblr (though word is they face some serious competition from Facebook).