Thursday, January 3, 2013 at 10:57 am.

How will Tumblr even get to $100 million in revenue this year?

Here’s Hunter Walk on Tumblr’s reported 2013 sales goal. Smart stuff from a guy who’s seen this sort of growth happen successfully, twice, and knows how tricky it is.

From everything I’ve read 2012 was a year of monetization firsts for Tumblr – some native ad models for promoted posts, some branded campaigns on topic pages. Even if these were showing promising results it’s very hard to get to $100m booked in 2013. I worked on Google AdSense for three years and have seen YouTube monetization scale from 2007 to now. You need not just inventory but headcount and infrastructure.