Dive Brief:

• Yahoo’s Tumblr is working with Cambridge, MA-based Ditto Labs to extract brand information from photos posted by its users.

• For now, the information gleaned won’t be used in advertising but can be accessed by the brands to see how they are being presented and perceived on Tumblr’s pages.

• Pinterest, Facebook, and Google all appear to be following suit, according to Mashable.

Dive Insight:

Facebook is usually the social network with the creepiest privacy-intrusion announcements, but this time Tumblr is first out of the gate with image-recognition tools that can scan users’ posts and mine the data. It appears that the other social networks, not surprisingly, aren’t far behind. What remains to be seen is how users will react.