Tumblr is aiming for its first profitable year by adding paid content to user’s mobile stream. Tumblr’s current advertising revenue is still under six figures, but with over 100 million blogs and a heavily increasing number of mobile users, the company believes it doesn’t need to follow the typical ad model.

While paid content will give each company an advantage, advertising stories will have to be creative in order to be successful along the likes of meme heavy Tumblr blogs. The social blogging platform has already experimented with companies such as Coke, Target, and Adidas but it also hopes that every day bloggers will also take advantage of the new promoted posts scheme. Tumblr’s head of sales, Lee Brown told Bloomberg that “We’re not really selling ads, we’re promoting their content.”