The purchase of Tumblr was supposed to expand Yahoo's audience in a major way, but there's a chance that the blogging network may not be performing as well as it was expected to. Traffic to Tumblr's desktop and mobile websites appears to be on a drastic decline this year, leaving its websites with fewer views than they've seen since 2011, according to measurements by Quantcast. While unofficial traffic numbers can be unreliable, Tumblr has actually enabled Quantcast to gather data directly from its website, which suggests that its measurements have a good degree of accuracy — though notably they don't include mobile apps.
via The Verge - All Posts http://www.theverge.com/2013/8/1/4579938/tumblr-page-views-declining-quantcast-metrics
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