Tumblr, Inc. ("Tumblr," "we," "us," or "our") takes the private nature of your

information very seriously. Note that Tumblr was acquired by, and is now, a

wholly-owned subsidiary of, Yahoo! Inc. ("Yahoo") as of June 19, 2013. This

policy regarding our privacy practices (the "Privacy Policy") describes how we

treat the information we collect when you visit and use tumblr.com (the "Site")

and/or Tumblr's other domains, products, advertising products, services, and/or

content, including our iOS, Android, and Windows Phone mobile applications

(collectively with the Site, the "Services"). When you use the Services, you

also consent to the collection, transfer, manipulation, storage, disclosure and

other uses of your information as described in this Privacy Policy; please read

it carefully.

What This Privacy Policy Covers

This Privacy Policy covers our treatment of information gathered when you

are using or accessing the Services. This Privacy Policy also covers our

treatment of any information about you that our partners share with us or

that we share with our partners.

This Privacy Policy does not apply to the practices of third parties that we

do not own, control, or manage, including but not limited to any third party

websites, services, applications, or businesses ("Third Party Services").

While we try to work only with those Third Party Services that share our

respect for your privacy, we don't take responsibility for the content or

privacy policies of those Third Party Services. We encourage you to carefully

review the privacy policies of all Third Party Services you access.

Also: This Privacy Policy also doesn't govern what our users do on their

Tumblr blogs and we aren't responsible for the information collection and use

practices of our individual blogs and bloggers. One of the great features of

Tumblr's products is customizability, and bloggers have a lot of flexibility

in how their blogs behave. When you visit a blog in our network, that blog

may collect more information than we do, and may provide information to third

parties that we have no relationship with, including to advertisers.

What We Collect and How We Use It

Account Information:

When you create an account on the Services (an "Account"), we'll ask you

for information such as your username, password, age, and email address

("Account Information"). We may use Account Information, alone or together

with other information, to enhance and improve the Services, such as by

personalization. We use your age to verify that you can lawfully use the

Services. We use your email address to verify your Account and to

communicate with you, as described in more detail below. We also allow

users to look for their friends by email address; you can, however, opt out

of email lookup through your Account Settings.

Email Communications with Us:

As part of the Services, you may occasionally receive email and other

communications from us. Administrative communications relating to your

Account (e.g., for purposes of Account recovery or password reset) are

considered part of the Services and your Account, which you may not be able

to opt-out from receiving. We also may send you other kinds of emails,

which you can opt-out of either from your Account Settings page or by using

the "Opt-Out" link in the emails themselves. Note that we will never email

you to ask for your password or other Account Information; if you receive

such an email, please forward it to us.

Information about Your Accounts on Third Party Services:

You can link your Account to certain Third Party Services. In order to do

so, you may provide us with your username or other user ID for a Third

Party Service, and you may then be required to log into that Service. After

you complete this login process, we will receive a token that allows us to

access your account on that service so that we can, for example, post your

content to that service when you ask us to. We do not receive or store your

passwords for your Third Party Service accounts.

Information Obtained from Third Party Services:

In some cases, we partner with Third Party Services that may provide

information about you. Such information could include, for example, your

gender, if you have disclosed that information to that third party and made

it available for Tumblr to access. To the extent we obtain such

information, we may use it to develop new Services or to improve or enhance

the Services.

User Content:

By default, all sharing through the Services is public, and when you

provide us with content it is published so that anyone can view it.

Although we do provide tools, like password-protected blogs, "Asks," and

"Fan Mail," that let you publish content privately, you should assume that

anything you publish is publicly accessible unless you have explicitly

selected otherwise. Also, please keep in mind that anything you share

privately with another user, particularly through an Ask or Fan Mail, may

be posted publicly by that user. Content published and shared publicly is

accessible to everyone, including search engines, and you may lose any

privacy rights you might have regarding that content. In addition,

information shared publicly may be copied and shared throughout the

Internet, including through actions or features native to the Services,

such as "reblogging."

Native Actions:

The Services allow you to perform native actions that are integral to our

products, such as "liking" a post, reblogging a post, "replying" to a post,

and following a blog. Liking, reblogging, and replying are public actions –

anyone can expand the "notes" view on a post, for example, to see who

liked, reblogged, or replied to a post. We use information about native

actions to improve the Services, develop new Services, and, particularly,

to personalize your Tumblr experience. Personalization using this

information may include presenting you with new posts relevant to what

you've liked, providing you with better search results, and showing you

advertising more relevant to your interests.

Information About User Content:

In some cases, we may collect information about content you provide to the

Services. For example, when it's included as part of your images, we may

collect information describing your camera, camera settings, or EXIF

information. This information allows us to improve the Services and provide

additional features and functionality.

Financial Information:

We will sometimes collect financial information, such as information

related to your payment method (valid credit card number, type, expiration

date or other financial information). This happens, when you decide to

purchase a paid Service. We do not, however, store that financial

information; such information is stored by our payment processor (the

"Payment Processor"), and use and storage of that information is governed

by the Payment Processor's applicable terms of service and privacy policy

(the Payment Processor may also have other terms, and you are responsible

for locating and familiarizing yourself with those terms, as applicable).

We do receive certain information from our Payment Processor: (1) a unique

token that we connect with your Account to enable you to make further

purchases using the information stored by our Payment Processor and (2) in

certain cases, the last four digits of the credit card number associated

with that token, so that we can prevent fraudulent transactions and

identity theft.

Information Related to Use of the Services:

We collect information about how people use the Services, including those

with an Account. This type of information may be collected in our log files

each time you interact with (i.e., make a request to) the Services. We use

internal tools (from both Tumblr and Yahoo) and third party applications

and services (like Google Analytics or comScore), to collect and analyze

this information. Some of this information may also be associated with the

Internet Protocol Address ("IP Address") used to access the Services; some

may be connected with your Account; and some may only be collected and used

in aggregate form (as a statistical measure that wouldn't identify you or

your Account). We also collect your IP Address when you make a post,

particularly when you submit an anonymous "Ask". We may use this

information about how you and others interact with the Services for a

number of things generally related to enhancing, improving, protecting, and

developing new Services, including but not limited to: providing users with

personalized content; providing users with targeted advertising; improving

our search results; identifying trending or popular content; fighting spam,

malware, identity theft and generally keeping our users and community safe;

and for legal and safety reasons as set forth in "Information Disclosed for

Our Protection and the Protection of Others."

Information Related to Your Web Browser:

We automatically receive and record information from your web browser when

you interact with the Services, such as your browser type and version,

what sort of device you are using, your operating system and version, your

language preference, the website or service that referred you to the

Services, the date and time of each request you make to the Services, your

screen display information, and information from any cookies we have placed

on your web browser (as described below). We also sometimes detect whether

you are using certain web browser extensions and store that information in

a manner associated with your Account. We use web browser-related

information to enhance and improve the Services.

Location Information:

In some cases we collect and store information about where you are

located, such as by converting your IP Address into a rough geolocation.

We may use location information to improve and personalize the Services

for you.

Information Related to Your Mobile Device:

We may collect and store information related to your mobile device. In some

cases, we, or Yahoo (who we use for mobile analytics and other services),

may receive, generate, or assign your mobile device a unique identifier for

the purposes described above in “Information Related to Use of the

Services.” We may also ask you to provide your phone number to enable new

products and improve the Services, such as by enabling multi-factor

authentication for Account login. We will always ask you whether it's OK

for us to collect and store your phone number.

Information Collected Using Cookies and Web Tags:

Cookies are text files that may be sent to and saved by your web browser

when you access a website; your web browser stores these cookies in a way

associated with each website you visit, and you can generally see your

cookies through your browser settings, depending on what browser you're

using. A web tag is code or a pixel embedded in a web page, or email, that

allows Tumblr or a third party to see that you have looked at that page.

We use cookies and web tags to enable our servers to recognize your web

browser and tell us how and when you use the Services, as described above

in "Information Related to Use of the Services." Our cookies do not, by

themselves, contain information that personally identifies you, and we

don't combine the general information collected through cookies with other

such information to tell us who you are. However, we do use cookies to

identify that you have logged in, and that your web browser has accessed the

Services, and we may associate that information with your Account if you

have one. We may also store unique or near-unique identifiers that we

associate with your Account in our cookies. This information, in turn, is

sometimes used as described above in "Information Related to Use of the

Services." Most web browsers have an option for turning off the cookie

feature, which will prevent your browser from accepting new cookies, as

well as (depending on the sophistication of your web browser) allowing you

to decide on acceptance of each new cookie in a variety of ways. If you

disable cookies, you won't be able to log into your Account, and so won't

be able to use the vast majority of our Services; as such, we don't

recommend disabling your cookies when using the Services. Some services

that we use (including Third Party Services), such as Google Analytics and

Yahoo Web Analytics, use web tags and may also place their own cookies on

your browser, and individual blogs on our network may contain code that

places their own cookies. We also run limited-time studies using web tags,

sometimes with third parties, to, for example, measure the effectiveness of

our advertising or email. Note that, unless otherwise disclosed, this

Privacy Policy covers our use of cookies only and does not cover the use of

cookies by third parties.

Information About Your Contacts:

Certain features of the Services allow you to provide us with your contact

lists, so that we can connect you with people in our Services that are also

on those contact lists. For example, you can temporarily connect your email

contact information to your Account, so that we can provide you with a list

of your email contacts that use the Services. As another example, you can

send us your mobile phone contact information through our mobile

applications, which then allows us to provide you with a list of those

contacts that use the Service so that you can "follow" their blogs. We will

give you a choice as to whether or not you provide us such information, and

we will disclose fully, within the appropriate feature, how we use that

information.

Derived Information:

As described above in "Native Actions" and "Information Related to the Use

of the Services," we analyze your actions on the Services in order to

derive or infer characteristics that may be descriptive of your Account

(for example, what kinds of blogs you follow or what kind of posts you

view, "like", and reblog). We use this information for all of the purposes

set forth in "Information Related to Use of the Services," above.

With Whom Your Information Is Shared

We never share information we receive from you unless:

(a) we have your permission to share that information;

(b) we have given you prior notice that the information will be shared,

and with whom; or

(c) that information is aggregate information or other information that

does not identify you.

Information Shared with and Received from our Corporate Parent:

We are a wholly-owned subsidiary of Yahoo, and, as such, Yahoo may receive

any information we do, and may share information it has with us. Yahoo may

use the information it receives from us to help us provide, understand, and

improve the Services (including by providing us with analytics) and in

connection with Yahoo's products and services (including by providing you

with a more personalized experience). For details about how Yahoo treats

the information it collects, please review Yahoo's Privacy Policy.

Information Shared with the Public Through the Services:

As noted in "User Content" and "Native Actions," above, by default, content

published through the Services and many actions you take on the Services

are shared with the public. Because this kind of information can be seen by

anyone and may be indexed by search engines (like Google Search, or the far

superior Yahoo Search), you should be careful about what you choose to

disclose publicly and make sure it's information you want to share with

everyone.

Information Shared Between the Services:

We may, if possible, aggregate information about your use of multiple

Services and use that consolidated information to enhance and improve the

Services, and to develop new Services.

Information You Share with Third Party Services:

You may access Third Party Services through the Services, for example by

clicking on externally-pointing links. You may also choose to share

information that you provide to us, like blog posts, with those Third

Party Services (for example, by sharing posts to Twitter or Facebook).

This Privacy Policy only governs information we collect and you are

responsible for reading and understanding those Third Party Services'

privacy policies.

Information Shared with Our Agents in Order to Operate and Improve the

Services:

In some cases, we share information that we store (such as IP Addresses)

with third parties, such as service providers, consultants, and other

agents ("Agents"), for the purposes of operating, enhancing, and improving

the Services, and developing new products and services. For example, we may

share information with service providers in order to fight spam, and

third-party consultants may have access to information in the process of

improving our processes and technology. Agents with whom we share such

information for these reasons are generally bound by confidentiality

obligations and, unless we tell you differently, our Agents do not have any

right to use information we share with them beyond the scope and duration

of what is necessary to assist us.

Information Disclosed Pursuant to Business Transfers:

In some cases, we may choose to buy or sell business assets. In these

transactions, user information is typically one of the transferred

business assets. Moreover, if we, or substantially all of our assets, were

acquired, or if we go out of business or enter bankruptcy, user

information would be one of the assets that is transferred or acquired by

a third party. You acknowledge that such transfers may occur, and that any

acquirer of us or our assets may continue to use your Personal Information

as set forth in this policy.

Information Disclosed for Our Protection and the Protection of Others:

We believe in freedom of expression, and, to the extent reasonable, we try

to protect our community from baseless legal demands. That said, we also

reserve the right to access, preserve, and disclose any information as we

reasonably believe is necessary, in our sole discretion, to (i) satisfy

any law, regulation, legal process, governmental request, or governmental

order, (ii) enforce this Privacy Policy and our Terms of Service,

including investigation of potential violations hereof, (iii) detect,

prevent, or otherwise address fraud, security, trust and safety, or

technical issues (including exchanging information with other companies and

organizations for the purposes of improving security and preventing fraud,

spam, and malware), (iv) respond to user support requests, or (v) protect

the rights, property, health or safety of us, our users, any third parties

or the public in general, including but not limited to situations involving

possible violence, suicide, or self-harm.

Information We Share with Your Consent or at Your Request:

If you ask us to release information that we have about your Account, we

will do so if reasonable and not unduly burdensome.

Information Shared with Other Third Parties:

We may share or disclose non-private information, Aggregate Information, or

other non-personally identifying information with people and entities that

we do business with.

The Security of Your Information

Your Account Information is protected by a password for your privacy and

security. We may enable additional security features in the future, like

multi-factor authentication. You need to prevent unauthorized access to your

Account and information by creating a unique, secure, and protected password

and limiting access to your computer and browser by signing off after you

have finished accessing your Account on the Services.

We seek to protect your information (including your Account Information) to

ensure that it is kept private; however, we can't guarantee the security of

any information. Unauthorized entry or use, hardware or software failure,

and other factors may compromise the security of user information at any

time.

What Information You Can Access

If you are a registered user, you can access most information associated with

your Account by logging into the Services and checking your Account Settings

page. Registered and unregistered users can access and delete cookies through

their web browser settings.

How to Delete Your Account and What Happens When You Delete Your Account

If you want to delete your Account, you can do so from your Account Settings

page or by emailing us and providing proof of authority over the Account.

What constitutes "proof of authority" will vary depending on the

circumstances, but generally will require sufficient identifying information

so that we can be confident you are the Account owner. Deleting your Account

may not fully remove the content you have published from our systems, as

caching of, backups of, copies of, or references to your Account Information

may not be immediately removed. In addition, given the nature of sharing on

the Services, some of the public activity on your Account prior to deletion

(such as reblogs of your blog posts) may remain stored on our servers and

accessible to the public.

Changes to This Privacy Policy

We may amend this Privacy Policy from time to time, using the process for

modifications set forth in our Terms of Service. Use of information we

collect is subject to the Privacy Policy in effect at the time such

information is collected.

Where to Direct Questions or Concerns

If you have any questions or concerns regarding privacy using the Services,

please send us a detailed message.

Link to Prior Versions

You will find a link to prior versions of our Privacy Policy below. We have

stored these versions on GitHub, which will also allow you to compare

different versions and see what terms have changed:

http://github.com/tumblr/policy/commits/master/privacy-policy.txt