In a very clever sleuthing move, Tumblr has teamed up with Cambridge, Massachusetts-based firm Ditto Labs to investigate their users' brand affiliations by trawling through the countless images on the platform for clues. Essentially they will be analyzing some of the 130 million photos posted daily on Tumblr for brand-related data. T.R. Newcomb (head of business development at Tumblr) says, "If Coke wants to understand the nature of the conversation [about them on Tumblr] Ditto can sift through and deliver it to Coke." While apparently not all about advertising at this point, the ways in which that information is used remains to be seen.