Users by themselves aren't valuable but the ability to monetize them is. Whether it's by selling them products or by showing them advertisements. The bigger com

Users by themselves aren't valuable but the ability to monetize them is. Whether it's by selling them products or by showing them advertisements. The bigger companies have better infrastructure in place to be able to monetize users and I think Yahoo just thinks they'll be able to monetize the Tumblr users and recoup their investment that way. It helps that the Tumblr demographic is most likely different from Yahoo's - although that may hurt them when trying to monetize since a different approach may be required. We'll see what happens.