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Importantly, iteration, and a meme’s growth, is much easier to track and understand when platforms use strict chronological timelines, which allow users to see a visible progression of online discourse, rather than trying to piece it together like a puzzle.

Algorithmic timelines, like Facebook’s News Feed, are terrible for collaborative online culture.

Twitter steers a huge portion of online culture, and has become an essential water cooler and newswire for journalists, tech workers, and otaku Nazis, but still has trouble turning a profit.

It’s not an impossible task (though Verizon’s hope that Yahoo will be the content arm of a major advertising operation is not promising for the company).Looked at from a bottom-line perspective, Tumblr is an also-ran like its parent company — a once-hot start-up that has eased into tech-industry irrelevance.Looked at from another angle, however, Tumblr is among the most important sites online — a central hub of what is nebulously known as “internet culture.” Most recently, the site gave us Dat Boi, the unicycling frog, but Tumblr’s most famous legacy is probably the reaction GIF, which was popularized by Tumblr accounts like What Should We Call Me.(Other experiments in monetization, like premium options, never caught on: It’s tough to generate revenue when your most active user base is too young to have a steady income.) Even once the timeline became open to advertising, it was tough to find clients willing to brave the sometimes-porny waters of the Tumblr Dashboard.Since it joined Yahoo, the site has started displaying low-quality “chum”-style ads in between user posts on the Dashboard.

It’s not an impossible task (though Verizon’s hope that Yahoo will be the content arm of a major advertising operation is not promising for the company).Looked at from a bottom-line perspective, Tumblr is an also-ran like its parent company — a once-hot start-up that has eased into tech-industry irrelevance.Looked at from another angle, however, Tumblr is among the most important sites online — a central hub of what is nebulously known as “internet culture.” Most recently, the site gave us Dat Boi, the unicycling frog, but Tumblr’s most famous legacy is probably the reaction GIF, which was popularized by Tumblr accounts like What Should We Call Me.(Other experiments in monetization, like premium options, never caught on: It’s tough to generate revenue when your most active user base is too young to have a steady income.) Even once the timeline became open to advertising, it was tough to find clients willing to brave the sometimes-porny waters of the Tumblr Dashboard.Since it joined Yahoo, the site has started displaying low-quality “chum”-style ads in between user posts on the Dashboard.But with a small handful of exceptions, the advertising riches never really materialized.