Advertisers will be able to promote their Tumblr blogs and posts on its mobile properties, such as it suite of smartphone apps, similar to its desktop service launched six months ago.
Tumblr’s chief executive David Karp told Bloomberg it is interview where he said it was currently beta-testing the service and on the hunt for brands to partner in its official launch.
Karp also claims the number of smartphone users accessing the photo-blogging service via mobile devices has increased four times in the last six months.
Brands including Adidas and Christian Dior have paid for promoted posts since Tumblr announced the service on desktop.
Monetising rapidly growing mobile audiences has proven a priority for most online platforms including Apple, Twitter, Google and most notoriously Facebook.
The world’s largest social network faced a shareholder backlash shortly after its flotation on the stock market for its limited commercial opportunities on smartphones and tablets. It has since taken steps to build up its mobile business.
Tumblr was founded in 2007, hosts nearly 100 million blogs. The service claims to generate nearly 40 per cent of its traffic from outside the US and has generated over 44.6 billion posts per to date.