Tumblr Ads For Mobile Apps Begin In Hopes Of Increasing Revenue From $13 To $100 Million In 2013

Tumblr is joining the ad-revenue world and will be selling ads and displaying them on its mobile apps. The sponsored posts are blogs that companies have paid to show up in between content posted by Tumblr bloggers, according to the Los Angeles Times.

Partners for the launch of the mobile ads include GE, Pepsi, Warner Bros. and ABC Entertainment and ABC Family.

"The content our brand partners have created is more than just advertising -- it is thoughtful, beautiful, and diverse content that fits seamlessly alongside the best work on our network," Tumblr founder and Chief Executive David Karp said in a statement Monday.

Tumblr is a microblogging platform and social networking website that launched in 2007. The service allows users to post multimedia and other content to a short-form blog. Users can follow other users' blogs, as well as make their blogs private, according to Business Insider.

The company said it will roll out ads to users during a beta period between now and the end of May. Tumblr said users will see up to four sponsored posts per day. It started already with promotion of "The Great Gatsby" and said it will also be promoting "The Hangover III."

Tumblr told Forbes in January that it was hoping to boost its revenue from $13 million last year to $100 million in 2013.  Tumblr added ads to its desktop website almost a year ago, and last month, the company told Bloomberg it was charging just under $100,000 for ads on its social network, according to the Times.