Adidas launched an official soccer Tumblr blog and bought placements on the user dashboard.

This launch was only two months after Tumblr announced it would be moving towards paid advertising on its site.

In an interview with Nicole Lapin of Bloomberg West on September 7, 2012, David Karp said the site was monetized by advertising.

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In 2013, Tumblr began allowing companies to pay to promote their own posts to a larger audience.

Tumblr Head of Sales, Lee Brown, has quoted the average ad purchase on Tumblr to be nearly six figures.

As of July 20, 2013, policy updates enacted by Tumblr mean that pages classified as "NSFW" (not safe for work) will not feature in tag pages for users who are not logged in or who have the "Safe Mode" activated.

For users who are logged into Tumblr, but do not have "Safe Mode" turned on, NSFW blogs should show up on search and tag pages; NSFW pages are indexed by search engines.

The site became available to Black Berry smartphones on April 17, 2010, via a Mobelux application in Black Berry World.

In June 2012, Tumblr released a new version of its i OS app, Tumblr 3.0 allowing support for Spotify, hi-res images and offline access.As no one had done so after a year of waiting, Karp and developer Marco Arment began working on their own tumblelogging platform.In early June 2012, Tumblr featured its first major brand advertising campaign in conjunction with Adidas.The messaging system only supports text-based conversations, although other features (such as group chat and image embeds) will be added in the future.The messaging platform will also replace the fan mail system, which has been deprecated.Anyone can opt-in by disabling Safe Mode in their Dashboard Settings.