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Blogging platform Tumblr is to introduce paid advertisements on its service, despite its owner once saying that online ads "turn our stomachs".
The site's founder David Karp said brands would be offered space within the site's "dashboard" from 2 May.
Many brands already use Tumblr, but this will be the first time they can pay for added exposure on the platform.
Tumblr has been seeking extra revenue streams after enjoying rapid growth over the past 12 months.
The adverts will appear in the service's pre-existing "radar" slot which is currently used to showcase popular posts from other users.