[sarcasmic]

Tumblr's adult content ban was likely a last-ditch effort by Tumblr, encouraged by owner Verizon, to salvage some business value out a hectic social (re-)blogging site that seemed like a questionable fit even for the previous buyer Yahoo.

Verizon embarked on an ambitious effort to be a force in online content and display ads, so that they'd produce worthwhile content that would contribute to them running a bigger and more successful ad network. They bought AOL and its magazines to make it happen, and a few years later they acquired the content arm of Yahoo when Yahoo pivoted to an investment holding company.

Porn blogs were a big and visible part of Tumblr, but Tumblr's unwillingness to use coarse filtering meant that they were poorly policed. Porn blogs were overwhelmingly run by bots and hosted stolen content, they'd spam-follow unrelated accounts to game search engines, and they'd generally be a nuisance in every way, despite attracting a fair amount of viewers. The Apple App Store fiasco gave a convenient pretext to roll out the coarse filter to whack porn blogs and make the site more palatable for advertisers, but the collateral damage also affected erotica, art, sex-positive communities, and various LGBTQ communities. Meanwhile, ads on Tumblr have gotten a slight bit more frequent since the Yahoo days, but hardly any more relevant or less low-rent.