Yahoo is experiencing declining revenue in display ads and the company is trying to make up for it with native advertising—ads that look like human-created content but were actually made for brands. Lilley and Greenfield were unabashed fans of Miller; they respected her social strategy and were quick to recall her best posts. At one point she opened her laptop to scan for some examples and got lost in the content. There are a handful of secret Facebook groups and multi-member chats for Tumblr users with high follower counts—between 10, and , or even more—with names like Wallflowers 2. Likewise, some Tumblr users have tried their own kind of native ads—posts endorsing products that link to the stores where you can buy them.
Makenna. Age: 20.
Two months later, her blog was gone.
Ava. Age: 30.
Hegstad hired a developer, Greenfield worked on support, while Lilley recruited bloggers from Tumblr, focusing on users with the biggest accounts. Instead they spent their off-hours playing video games and ordering Chinese food. At first, she mostly posted photos of party outfits—hipster photos, she thought.