Tumblr has become the newest social network so as to add mobile advertising in its iOS and Android apps.

Tumblr has taken the commonest approach with the introducing sponsored posts from advertisers – six partners to start with, including Pepsi, Warner Bros and General Electric – which appear inside the user’s feed, and might be liked and reblogged. 

These posts are clearly marked with a dollar sign logo, but otherwise appear intended to blend in as neatly as possible, with a spotlight on pictures, including Tumblr’s trademark animated GIFs.

 The sponsored posts has been appearing at the desktop site for almost a year, but it is the first step Tumblr has taken to monetise its mobile offering, which has seen its usage quadruple within the last six months.

The move follows the same move from LinkedIn, which introduced sponsored posts to its app last week.

Join us tomorrow for the Mobile Retail Summit 2013, taking place on the Grange St Pauls in London