Tumblr Social Media & Art Blog

"In some cases we collect and store information about where you are located, such as by converting your IP Address into a rough geolocation. We may also ask you to provide information about your location, for example to use your geolocation information from your mobile device to geotag a post. We may use location information to improve and personalize the Services for you, for example by showing you relevant local content."

Tumblr collects location data both passively (via IP geolocation) and actively (from mobile devices), and this geolocation data is also shared with advertising partners as acknowledged elsewhere in the policy.

"We may amend this Privacy Policy from time to time, using the process for modifications set forth in our Terms of Service. Use of information we collect is subject to the Privacy Policy in effect at the time such information is collected."

Tumblr reserves the right to change the privacy policy at any time by referencing an external Terms of Service modification process, without requiring explicit user consent for the changes.

"In some cases, we share information we store (such as IP addresses) with third parties, such as service providers, consultants, and other agents ("Agents"), for the purposes of operating, enhancing, and improving the Services, and developing new products and services. For example, we may share information with service providers that help us fight spam, payment providers that process your credit and debit card information, customer chat and email support services, analytics providers that help us understand and improve our services, and third party partners that pitch in on our marketing efforts."

Tumblr shares user data broadly with a wide range of third parties including analytics providers (Google Analytics, comScore, Nielsen), marketing partners, and various service providers, creating extensive data exposure.

"Tumblr will retain your information only for as long as is necessary for the purposes set out in this Privacy Policy, for as long as your Tumblr account is active or as needed to provide you with the Services. If you no longer want Tumblr to use your information to provide you with the Services, you may close your account and Tumblr will delete the information it holds about you unless we need to retain and use your information to comply with our legal obligations, to resolve disputes, to enforce our agreements or as otherwise permitted by law."

Tumblr provides no specific deletion timeline and retains broad exceptions to keep data after account closure for legal obligations, disputes, and agreement enforcement — essentially allowing indefinite retention.

"We may, if possible, aggregate information about your use of multiple Services and use that consolidated information to enhance and improve the Services, and to develop new Services. Some services that we use (including Third Party Services), such as Google Analytics, Nielsen, and comScore, may use their own web tags or place their own cookies on your browser."

Tumblr links user activity across multiple services, shares data with parent company Automattic and its family of companies, and allows third-party trackers like Google Analytics, Nielsen, and comScore to place cookies for cross-site tracking.

"Certain features of the Services allow you to provide us with your contact lists, so that we can connect you with people in our Services that are also on those contact lists. For example, you can temporarily connect your email contact information to your Account, so that we can provide you with a list of your email contacts that use the Services. As another example, you can send us your mobile phone contact information through our mobile applications."

Tumblr collects contact lists from email and phone, camera EXIF metadata from uploaded images, mobile device unique identifiers, browser extensions data, and detailed device/browser information beyond basic functionality needs.

"Deleting your Account may not fully remove the content you have published from our systems, as caching of, backups of, copies of, or references to your Account Information may not be immediately removed. In addition, given the nature of sharing on the Services, some of the public activity on your Account prior to deletion (such as reblogs of your blog posts) may remain stored on our servers and accessible to the public."

Account deletion does not guarantee full removal of user data — content persists in caches, backups, and reblogs with no clear timeline for complete purging from Tumblr's systems.