COLOGNE — Yahoo has been involved in branded content for many years, but its strategy has evolved in recent months to become more tailored and also tumblr-centric, says Patrick Albano, VP and Head of Advertising Solutions at Yahoo EMEA, in an interview with Beet.TV. Yahoo purchased tumblr last year with the goal of using it to host more native forms of ads and content.

“We are trying to build more of these custom experiences on tumblr and this lets brands create content that is more modern, visual, shorter form, and the pages look more visual,” he says, adding that the branded content it creates can be distributed on Yahoo, tumblr and through Yahoo’s programmatic channels, and via native ad systems. As Yahoo pursues more branded opportunities, it’s also been experimenting with larger formats in mobile to take advantage of the growth in mobile, Albano adds.

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