In July, Tumblr's tween creator David Karp predicted native, multimedia advertising would be the most exciting, dazzling part of the company. At the year's end, they're running depressing link ads for the yellow pages.

It wasn't supposed to be this way—text ads like those above, which Unwrapping Tumblr noticed now show up when you search for keywords, are perhaps the least valuable, least desirable form of online advertising out there. In other words, if Tumblr's sponsored GIF factory were making money like Davey expected, these wouldn't be there. This is filler.