Dive Brief: 

• Yahoo is starting a new kind of native ad program that will include sponsored articles, but also branded microsites powered by Tumblr, which the firm bought last year. 
• The basically evergreen microsites will allow brands to use Tumblr's publishing tools to create a site and then post branded articles that will be distributed across Yahoo's existing network. 
• Content will come either directly from the advertiser, or brands can pay Yahoo to help them develop the native ads. 

Dive Insight: 

What Yahoo has developed is both a way for it to gain native ad revenue, as well as a solution to monetize Tumblr — a task Yahoo has struggled with since buying the platform last year. The new Stream Ads haven't taken off yet, so Yahoo is likely still searching for other streams of revenue.