|By Shelly Palmer||
|May 26, 2013 03:01 AM EDT||
Quite a bit has been written about Yahoo’s acquisition of Tumblr. The business issues are interesting – Is Yahoo paying too much? How will Yahoo translate the acquisition into shareholder value? Etc. These are the right questions to ask, but I have different question entirely…
Type “tumblr xxxxx” in to Google, where the xxxxx is replaced with any sexual activity you have ever heard of. Not just the normal stuff, but any of the thousands of ways you might describe any of the 395+ sexual fetishes and see what the organic search results look like. WARNING: This exercise is not for the prudish or people who are easily offended by exceptionally graphic, uncensored adult content.
Tumblr’s Darker, More Mature Side
As it turns out, Tumblr is one of the biggest porn aggregators. The original content is overwhelming (and it is dwarfed by the social reposting of adult content). When you take away all the biz speak, Yahoo! just acquired one of the world’s most popular porn sites. Nice! I am neither shocked nor offended by this, as Trekkie Monster sings in Avenue Q, “The Internet is for Porn!” But… no matter how you look at it, Tumblr is not a brand-safe environment.
So, what will Yahoo do with this traffic? I don’t think you can sell areas of the site where naked people are dripping hot candlewax on each other to most FMCG companies. And a huge number of the 117 million user accounts are anonymous or created with inaccurate data (sort of like MySpace in the previous era), so the data and analytics will have very little value. And, let’s not forget that Tumblr is also a very good blogging toolset that you can use with your own domain name, so that’s not going to be part of a Tumblr ad network (without the content owner’s permission). On the other hand, Beyonce and many other celebrities, personalities and excellent content producers do have very popular Tumblr blogs, but that’s not what’s generating the bulk of the traffic.
The power of Facebook is that you are who you are. Facebook generates its $5 Billion in revenue because it can guarantee an audience to an advertiser. Tumblr cannot make the same claim.
Tumblr’s Place Within Yahoo’s Empire
So – lots of traffic, lots of users, lots of action, $13 million in revenue (a rounding error in the world of Tier One tech), what does it do for Yahoo?
Wait… David Karp, Tumblr’s founder and CEO will continue in his role. “We’re not turning purple,” said Karp on the company’s official Tumblr blog. “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.”
OK then, what is the point for Yahoo? It’s not like they need to keep it out of Facebook’s hands, it’s not a defensive play – should Twitter have jumped on this? Twitter hasn’t jumped on anything. At face value, Yahoo is buying traffic. How much advertising can Yahoo sell on Tumblr? That’s the question – everything else is just commentary and punditry. I’ve seen math that says $105-110 million per year (assuming a ±$2.00 RPM on ~60 billion page views per year). But, based on David Karp’s intelligent and correct argument against traditional advertising units, I don’t know how Yahoo could achieve that goal.
To sell $105-$110 million in non-traditional ad units, Tumblr will need to create a new kind of advertising unit… and that has yet to be achieved, so I’m not sure how the purchase price got to $1.1 billion. Can you turn 117 million people (many of which are anonymous, porn mongers or kids who are really too young to be a benefit to advertisers) into $105-$110 million per year? I guess we’re going to find out soon enough. Yahoo’s CEO, Marissa Mayer said, “We promise not to screw it up.”
I’m keeping an open mind.
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
Sep. 28, 2016 02:45 PM EDT Reads: 1,735
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
Sep. 28, 2016 02:30 PM EDT Reads: 2,916
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
Sep. 28, 2016 02:30 PM EDT Reads: 3,281
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Sep. 28, 2016 02:00 PM EDT Reads: 4,411
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
Sep. 28, 2016 01:57 PM EDT Reads: 170
According to Forrester Research, every business will become either a digital predator or digital prey by 2020. To avoid demise, organizations must rapidly create new sources of value in their end-to-end customer experiences. True digital predators also must break down information and process silos and extend digital transformation initiatives to empower employees with the digital resources needed to win, serve, and retain customers.
Sep. 28, 2016 01:23 PM EDT Reads: 200
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
Sep. 28, 2016 01:00 PM EDT Reads: 147
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, will discuss how VPaaS enables you to move fast, creating scalable video experiences that reach your...
Sep. 28, 2016 01:00 PM EDT Reads: 1,104
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
Sep. 28, 2016 01:00 PM EDT Reads: 3,546
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
Sep. 28, 2016 12:30 PM EDT Reads: 4,111
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Sep. 28, 2016 12:30 PM EDT Reads: 1,043
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Sep. 28, 2016 12:30 PM EDT Reads: 5,098
One of biggest questions about Big Data is “How do we harness all that information for business use quickly and effectively?” Geographic Information Systems (GIS) or spatial technology is about more than making maps, but adding critical context and meaning to data of all types, coming from all different channels – even sensors. In his session at @ThingsExpo, William (Bill) Meehan, director of utility solutions for Esri, will take a closer look at the current state of spatial technology and ar...
Sep. 28, 2016 12:20 PM EDT Reads: 194
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
Sep. 28, 2016 12:00 PM EDT Reads: 1,658
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
Sep. 28, 2016 12:00 PM EDT Reads: 2,278
What are the new priorities for the connected business? First: businesses need to think differently about the types of connections they will need to make – these span well beyond the traditional app to app into more modern forms of integration including SaaS integrations, mobile integrations, APIs, device integration and Big Data integration. It’s important these are unified together vs. doing them all piecemeal. Second, these types of connections need to be simple to design, adapt and configure...
Sep. 28, 2016 11:49 AM EDT Reads: 281
“We're a global managed hosting provider. Our core customer set is a U.S.-based customer that is looking to go global,” explained Adam Rogers, Managing Director at ANEXIA, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Sep. 28, 2016 11:45 AM EDT Reads: 3,090
Is your aging software platform suffering from technical debt while the market changes and demands new solutions at a faster clip? It’s a bold move, but you might consider walking away from your core platform and starting fresh. ReadyTalk did exactly that. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, will discuss why and how ReadyTalk diverted from healthy revenue and over a decade of audio conferencing product development to start an innovati...
Sep. 28, 2016 11:45 AM EDT Reads: 2,093
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
Sep. 28, 2016 11:30 AM EDT Reads: 2,858
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
Sep. 28, 2016 11:21 AM EDT Reads: 186