Tumblr used to be one of the most popular social media sites around (it managed to sell to Yahoo for $1.1 billion back in 2013), but those days are long gone. Verizon, the blogging network’s current owner, has decided to sell it to WordPress’s Automattic Inc. for an undisclosed price.

Tumblr’s metrics took a nosedive late last year when it began banning any and all adult content from the service. Matt Mullenweg, Automattic Inc.’s CEO, says he will uphold the ban and salvage the site by figuring out how to integrated Tumblr with WordPress.

“Tumblr is one of the Web’s most iconic brands,” said Automattic CEO Matt Mullenweg. “It is an essential venue to share new ideas, cultures and experiences, helping millions create and build communities around their shared interests. We are excited to add it to our lineup, which already includes WordPress.com, WooCommerce, Jetpack, Simplenote, Longreads, and more.”

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