Tumblr, Foursquare to ramp up ad capabilities

New York—Microblogging platform Tumblr and location-based mobile networking site Foursquare both will roll out brand advertising capabilities over the next couple of months.

In May, Tumblr will offer its first service that allows for the placing of branded posts into the Tumblr Radar feature, the site's daily aggregator of Tumblr-selected posts it considers notable. According to Tumblr, Radar placements receive 120 million impressions per day.

In June, Foursquare plans to launch a paid-ad platform, allowing businesses to promote a deal by checking in at a given location, according to Ad Age, a sister publication of BtoB. A search for local specials also will return ads on Foursquare, based on a user's past check-ins, according to the Ad Age article.