Comment by keypusher

Oath is desperate to put more ads on Tumblr, because they massively overpaid for it ($1 billion) and have been throwing money at it ever since (100s of millions). I guess because of the way the content is displayed they can't just segregate nsfw stuff into a demonetized stream, but if they think they can turn Tumblr into a mainstream site that shows family-centric ads, they clearly don't understand what they bought.