Dive Brief:

• Blogging platform Tumblr named a new preferred data partner, Crimson Hexagon, adding the firm to a short list of companies with real-time access to Tumblr’s data stream.
• Crimson Hexagon will gather data on how often brands and logos appear in Tumblr content.
• The data firm expects to help clients understand how their brands are being attached to other content.

Dive Insight:

Crimson Hexagon is the latest company to be given “preferred data partner” status with Tumblr, joining Adobe Social, Curalate, Spredfast Intelligence and Union Metrics. Becoming a preferred data partner involves what Yahoo-owned Tumblr describes as a “rigorous evaluation process” and allows partners real-time access to Tumblr’s data stream. Crimson Hexagon intends to utilize this access to track instances of brands and logos in Tumblr content ranging from text to photos to animated GIFs, in the process helping its clients understand how their brands are being attached to other content and giving them the opportunity to decide if they want to take action on the usage.

Managing director of analytics and insights for Crimson Hexagon client VML, Eric Beane, offered a statement on the access to Tumblr data, “By using Crimson Hexagon’s Tumblr data, we have expanded our view of online conversation, which allows us to discover new communities of brand-loyal customers for our clients. It helps us to identify ways to connect to these audience segments with more relevant, engaging content and enhance the experiences with the brands they love.”