Dive Brief:

• Tumblr has entered a partnership with Ditto Labs — a firm that analyzes photos in social posts for brand related data. 
• Ditto Labs was already scanning Tumblr posts for clients, but now will have full access to Tumblr's firehose of images. 
• Information could be used to target users on Tumblr, but T.R. Newcomb, Tumblr’s head of business development, says there aren't any plans to use the data to target ads in the near future. 

Dive Insight: 

Images are notoriously challenging to gather information from, but are so central to how people share on social sites. Users don't typically tag brands so their posts can be identified, so if Ditto can be successful at extracting valuable brand data from the image-centric posts on Tumblr — it'll prove there's a bright future for social image data.