New York Times :: “Pretty much every large tech company today,” David Karp, Tumblr, said, is essentially “metrics driven.” Google, Twitter, Facebook: they’re obsessed with “optimizing” services, design, functionality and aesthetics through constant testing and tweaking. That ability to optimize and (not incidentally) monetize user experiences by reacting to microlevel data is the essence of Web-business magic, as it is generally understood. Karp chose not to operate that way. Rather than monetizing clicks, he wants advertisers to view Tumblr as a place to promote particularly creative campaigns to an audience whose attention is worth paying for.
Continue to read Rob Walker, www.nytimes.com
HT: Nieman Lab, here: