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Tumblr lets brands scan user photos for marketing clues

Tumblr is launching a new feature that allows marketers to scan user photos for brand preferences.

Snap happy

Tumblr has partnered with Ditto Labs to give marketers the ability to scan the 130 million Tumblr photos uploaded every day for clues into users' favourite brands.

For example, if a user posts a picture wearing a Nike cap or holding a can of Coca Cola, this information can be scanned and passed to marketers.

Big brother?

At the moment Tumblr says it has no plans to use the data for ad-related activities, and is merely providing the information so brands can more accurately assess how they're viewed on social media.

While other businesses including Facebook, Google and Pinterest are toying with analysing user images for marketing data, Tumblr is the first major platform to roll out such a system.

How users react to their selfies being scrutinised is another matter, especially when that data will presumably used for ad targeting.

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