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Does this put Automattic into the ad business? Or were they already there?

We (Automattic) already run our own ads business: https://wordads.co/

Cool good to know. Likes like a nice bidder stack. Will that be what runs on Tumblr? That is pretty good inventory IMHO if ad units are available.

Does Tumblr run its own and network?

They did, but there was an integration with Verizon's stack. Maybe they will just keep that in place.

I'll say that they clearly don't run many ads. They have a native ad offering that I've never been able to spot in the wild.

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