Yahoo (YHOO) is in "serious talks" to buy social blogging service Tumblr for as much as $1B,...

|By:, SA News Editor

Yahoo (YHOO) is in "serious talks" to buy social blogging service Tumblr for as much as $1B, multiple sources tell AdWeek. Kara Swisher also reports talks are happening, but is more circumspect, stating they could result in a partnership, investment, acquisition, or nothing at all. Tumblr, which claims 100M+ blogs and (as of Nov.) ~170M monthly visitors (up over 3x from Jan.), would give Yahoo a big source of user-generated content to integrate and monetize, and would strengthen its mobile presence. It would also (as Swisher notes) mesh with Yahoo's efforts to win back younger Web users.