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Attention, soft goths and privilege-checking seapunks: Tumblr is no longer your safe space. As of this week, the microblogging platform will be scanning outfit posts to identify what users are wearing – and it'll give that information to advertisers and brands.
Yahoo-owned Tumblr is working with a photoanalysis company called Ditto Labs to ID some of the 130 million photos that are posted on the site daily. Together, they'll scour images for any kind of brand-related affiliation, like clothes or products. Impressive/scary stuff.
But this doesn't mean that you'll start seeing loads of Hood By Air labels if you're rocking the brand on Tumblr – the scanning is intended for advertisers to understand how they're perceived on the platform (presumably so they can better sell you their products elsewhere).
T.R Newcomb, head of business development at Tumblr told Mashable: "Right now, we're not planning to do anything ad-related. If Coke wants to understand the nature of the conversation about them on Tumblr, Ditto can sift through and deliver it to Coke."
If this is enough to make you migrate to Pinterest, there's no respite there either. The site bought a company called VisualGraph that appears to be geared towards analysing images for brand data, too.
Take a look at our best fashion Tumblrs from the States of Independence project here.
Follow Thomas Gorton on Twitter here @angstromhoot