It’s forced us to be very disciplined about who we’re building this for,” Karp said. “There are moments where we want everybody in the world using Tumblr. And then there are moments where we have to pull it down and remember that the reason anybody in the world even cares is because there’s a smaller community here that is making this incredible stuff.”

“As far as how we keep it out of conflict with our mission of enabling creators around the world, what we do is treat advertisers in the same way as those creators,” he said. “There are no brand pages or promoted posts. The one difference advertisers have is that they’re able to write a check to elevate their stuff in this ecosystem.