Tumblr’s sponsored posts look identical to normal Tumblr posts, only they target users by parameters including gender, location, or interest. A sneaker company might place an ad targeting young adults who follow blogs about fashion or style, for example. These advertisements appear on users’ dashboards and are more likely to be clicked on than a sideboard ad because they are integrated into user content. Stream ads are now popular on other social media websites, including Facebook (FB), Instagram, and Twitter (TWTR). Additional "sponsored posts" are also located on the website's sidebar in the style of traditional advertisements.
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