May 20, 2013 11:59AM

Yahoo Buys Tumblr for $1.1 Billion, This Is How Tumblr Users Are Reacting

The internet is unimpressed.

Yahoo, the embarrassing uncle of the internet, has bought Tumblr for $1.1 billion. Yahoo's CEO Marissa Mayer was attracted to Tumblr's #cool #hip and #quirky appeal, hoping that by association this would give Yahoo a bit of street cred and allow the company to tap into a younger audience. 

Despite reaching an epic milestone of over 100 million blogs earlier this year, Tumblr CEO and founder David Karp has been hesitant in translating this popularity into cash-money, understanding that Tumblr users are very protective of Tumblr's culture and weary of overt advertising. All Things D reports that as part of the deal David will stay at Yahoo for at least four years but will still oversee and control most aspects the business. It seems like with the new acquisition users should be expecting an increase in ads though, and perhaps even a change in the user-agreement of data ownership.

The Wall Street Journal explains, "​Yahoo believes it could help Tumblr bring in more money by selling ads — boosting its own revenue in the process, people familiar with the matter said. Tumblr potentially offers personal data on millions of individual users, and an ability to help Web content go "viral" as friends share popular posts. Data is at the heart of Yahoo's ability to sell online advertising across its sites, based on what it knows about its people's interests."

Understandably, then, some users are freaking the fuck out.

Also, whoever invented this is a genius.