Tumblr's Adult Fare Accounts For 11.4% Of Site's Top 200K Domains, Adult Sites Are Leading Category Of Referrals

How much of Tumblr is porn, and what is Yahoo going to do about it? On the latter, Yahoo CEO Marissa Mayer spoke to its plans for addressing content that is not “brand safe” earlier this morning?on a call about its?$1.1 billion acquisition of the site, saying that Yahoo will need to have “good tools for retargeting,” and will “monetize in a way that is tasteful.” But as for the former, it’s often been something of a black box – there simply wasn’t publicly available data. However, now, we may have some answers. According to an analysis of?Tumblr’s 200,000 most-visited domains, 22,775 of them are adult – or 11.4 percent. The analysis was?performed by web measurement firm SimilarGroup, a company which raised $2.5 million earlier this year with the intention of competing with Alexa’s stronghold in web rankings. The measurement firm analyzed the volume of visits to these adult subdomains, and found that 16.6 percent of the traffic that visits Tumblr takes place on adult blogs. In addition, 22.37 percent of incoming referral traffic from external sites to Tumblr is from adult websites, making that the leading category for referrals. Meanwhile, 8.02 percent of outbound traffic from Tumblr goes to adult websites. Below are some screenshots from SimilarWeb Pro, which shows Tumblr data from the past year (May 2012 to April 2013), detailing the breakdown of referrals and outgoing links: Neither Tumblr nor Yahoo responded to requests for comment, as of publication time. Tumblr’s secret to successful growth back in the early days, was in fact, its adult content. In some circles (read: mainstream users, typically men), it’s what the site is still known for today.?Anecdotally, this is the kind of thing I hear all the time when I bring up Tumblr among members of this not-so-tech-savvy group: “Oh, you mean that porn site?” Uh-huh. To be fair, any site that relies on user-generated content is going to have a porn problem – even Instagram and Pinterest get dirty at times. But Tumblr seems to be better known for it than the others. Still, Mayer is right – it’s a matter of targeting Tumblr’s ads correctly when they do go live, to make sure that porn and brands are not living side-by-side on the same page. All Things D broke down why Tumblr’s porn stash is not a problem for Yahoo, explaining that Tumblr’s ads appear in the sidebar of

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