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I want to talk very briefly about Tumblr Blaze. I’ve been active in the marketing side of the technology industry for a few years now, in and around the margins of programmatic advertising. I’ve set up tracking, reporting, and targeting for Facebook, Twitter, LinkedIn, TikTok, Reddit, Quora, Bing, and Google. And I’ve never seen anything like Blaze.
Why?
Well take a look at this part of the FAQ:
Q: Can I choose who is going to see my post?
A: You can select your audience by location and select from Anyone (global), Australia, Brazil, Canada, Germany, Mexico, United Kingdom and the United States.
That’s bonkers. That’s madness. That’s literally nothing from an advertising perspective - location comes from IP address alone. The idea that you pay for impressions and what you get is what you get is such an interesting approach coming from an industry where interest-based targeting like Google is pushing with FLOC is step down from what’s currently available.
I realize this isn’t Tumblr’s main advertising product, but still. Blaze is such an interesting approach in so many ways that I’m intrigued whenever someone actually uses it.
