Automattic, the company behind WordPress, has made a significant move in the blogging world. Automattic Acquires Tumblr, a popular social media platform, in a deal reportedly worth $3 million.
This acquisition is a strategic move to expand WordPress's reach and offerings. The company aims to integrate Tumblr's features into its platform.
The deal was announced in a press release, but details about the acquisition are scarce. We can only speculate about the future of Tumblr and WordPress.
The acquisition is expected to bring new features and functionality to WordPress users.
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Automattic and Tumblr
Automattic and Tumblr have a significant history together. Automattic acquired Tumblr in 2019 for under $20 million.
The acquisition was a notable drop in valuation from Yahoo's $1.1 billion purchase of Tumblr in 2013. Automattic's Matt Mullenweg had hinted at migrating Tumblr to WordPress back then. It's taken almost four years for the migration to start.
The migration plan is to move the backend of Tumblr to WordPress, not change the frontend user experience. This means users won't notice any differences from the outside. Automattic emphasizes that they acquired Tumblr to benefit from its unique strengths, not to water it down.
The migration will allow Automattic to develop features that deploy to both Tumblr and WordPress blogs simultaneously. This will tap into the robust WordPress.com infrastructure and open-source work on WordPress.
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WordPress Acquisitions
Automattic, the parent company of WordPress, has made several strategic acquisitions to expand its offerings and capabilities.
WordPress acquired Tumblr in 2019, adding a popular blogging platform to its portfolio.
This acquisition marked a significant milestone for Automattic, expanding its reach beyond the traditional blogging space.
Automattic acquired 3M's digital marketing business in 2020, gaining access to new technologies and expertise.
The acquisition of 3M's digital marketing business has enabled Automattic to enhance its WordPress.com services with new features and tools.
The deal also brought in experienced professionals from 3M, who have been integrated into Automattic's team to drive innovation and growth.
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Automattic Announcements
Automattic introduced a new ad network called Blaze which places advertising on free WordPress.com websites and Tumblr.
The network is now expanded to bloggers on WordPress.com and WordPress self-hosted publishers who have the Automattic Jetpack WordPress plugin installed.
Publishers on WordPress.com will be able to use the WordPress dashboard at wordpress.com/advertising to get started choosing pages to advertise.
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Advertising payment is for impressions, not clicks.
Blaze advertisements consist of a title, a snippet, and an image.
The title appears above the image and as bolded text, with a maximum of 80 characters.
The snippet is a short text description of the post that appears underneath the image, with a maximum of 120 characters.
Management of the Blaze advertising campaigns is done through the dashboard interface at wordpress.com/advertising.
Blaze shows ads on millions of WordPress.com & Tumblr sites for as low as $5/day.
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