As one of the leading platforms for creative content, Tumblr offers advertisers a unique way of creating brand identity. Advertisers can tell their story through images, animation, text, music, video, and more, and can promote that content by sponsoring it to appear as an advertisement in the users' live feeds. In this paper, we present a framework that enabled two of the key targeted advertising components for Tumblr, gender and interest targeting. We describe the main challenges encountered during the development of the framework, which include the creation of a ground truth for training gender prediction models, as well as mapping Tumblr content to a predefined interest taxonomy. For purposes of inferring user interests, we propose a novel semi-supervised neural language model for categorization of Tumblr content (i.e., post tags and post keywords). The model was trained on a large-scale data set consisting of @math billion user posts, with a very limited amount of categorized keywords, and was shown to have superior performance over the baseline approaches. We successfully deployed gender and interest targeting capability in Yahoo production systems, delivering inference for users that covers more than 90 of daily activities on Tumblr. Online performance results indicate advantages of the proposed approach, where we observed 20 increase in user engagement with sponsored posts in comparison to untargeted campaigns.
 User recommender systems are a key component in any on-line social networking platform: they help the users growing their network faster, thus driving engagement and loyalty. In this paper we study link prediction with explanations for user recommendation in social networks. For this problem we propose WTFW ("Who to Follow and Why"), a stochastic topic model for link prediction over directed and nodes-attributed graphs. Our model not only predicts links, but for each predicted link it decides whether it is a "topical" or a "social" link, and depending on this decision it produces a different type of explanation. A topical link is recommended between a user interested in a topic and a user authoritative in that topic: the explanation in this case is a set of binary features describing the topic responsible of the link creation. A social link is recommended between users which share a large social neighborhood: in this case the explanation is the set of neighbors which are more likely to be responsible for the link creation. Our experimental assessment on real-world data confirms the accuracy of WTFW in the link prediction and the quality of the associated explanations. In microblogging sites, recommending blogs (users) to follow is one of the core tasks for enhancing user experience. In this paper, we propose a novel inductive matrix completion based blog recommendation method to effectively utilize multiple rich sources of evidence such as the social network and the content as well as the activity data from users and blogs. Experiments on a large-scale real-world dataset from Tumblr show the effectiveness of the proposed blog recommendation method.