Dive Brief:

• Tumblr has given mobile developers a new content distribution channel with its In-App Sharing, which is powered by mobile analytics platform Flurry.
• The announcement came at the first-ever mobile developer conference sponsored by parent company Yahoo.
• Other recent Tumblr news includes adding Crimson Hexagon as a new preferred data partner, which joins a short list of companies with real-time access to Tumblr’s data stream.

Dive Insight:

At the first Yahoo mobile developer conference, Tumblr gave mobile developers a content distribution channel with its In-App Sharing feature. The move is seen as a response from Yahoo for the uptick in mobile content media consumption. In a presentation, Simon Khalaf, senior vice president of publishing products at Yahoo, said, "Content is king again. And what's even more phenomenal is that people are paying for content. We project that in 2015, payment for content will be more than advertising," he said. "When content goes into mobile apps, it becomes a commodity. But the issue is, how do we discover that content?"

In other recent news, Crimson Hexagon became 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 the popular blogging platform describes as a “rigorous evaluation process” and allows partners real-time access to Tumblr’s data stream.