Tumblr now acquired by Automatic Inc.


Verizon (Engadget’s parent company) is selling the social network to Automattic Inc. Automattic chief Matt Mullenweg told to media that this is his company’s largest acquisition both in terms of cost and sheer staff count. Sorces estimate the price between 10 and 20 million. Tumblr does have a very active and dedicated community. It hosts more than 450 million blogs and was once considered a major player in the social media space.


The network was acquired by Yahoo for $1.1 billion in 2013, before moving to Verizon. Automattic Inc. will buy the network and take on its 200 employees. Tumblr was pulled from the Apple App Store briefly last year as it worked to combat child pornography hosted on the platform The existing ban on porn content will be maintaned. “Tumblr is a marquee brand that has started movements, allowed for true identities to blossom and become home to many creative communities and fandoms,” Verizon Media CEO Guru Gowrappan said in a statement. One part of being a complement to WordPress is possibly sharing services and functionality.


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