Nicholas Carlson notes:

"The revenue stuff has been the most exciting part of Tumblr right now," Karp said. "That's the section of the board updates that gets everyone glowing right now. The stakes are higher than ever, but the business is working."

Tumblr does appear to finally have some business momentum. 

Eight of the top 10 Hollywood studios are now buying campaigns on the network.

Tumblr launched mobile ads earlier this week, and Karp tells us BC, GE, AT&T, Home Depot, Pepsi, Warner Bros are all agreeing to try the new product out. Karp says an ad for Warner Bros' new Great Gatsby movie received 140,000 "notes" in less than 24 hours.

Botha tells us Tumblr revenues are within 10% of plan this quarter and 2X greater than Q4 (a small base to be sure).

Notions that the business side of Tumblr is healthy, growing, and getting proper attention from Karp ride counter to whispers across the industry.

For Tumblr, monetization was a straightforward consequence of scale and engagement.