Tumblr has decided to change its tune about ads. Starting May 2, it will sell the featured post spot on the user dashboard to highlight sponsored posts. “We’re pretty opposed to advertising,” CEO David Karp told the Los Angeles Times in 2010. “It really turns our stomachs.” But for the free blogging service, the stomachs of its investors are more important at the moment.
The ads won’t be shown on the blogs themselves, but rather in the Radar section where Tumblr users log in. That screen highlights popular posts now, but starting next month, it will show paid content instead.