Yahoo buys Flurry to make more money from mobile apps

The deal could help Yahoo better target ads on mobile devices

Flurry provides analytics tools for helping publishers see how their apps are used.
Flurry provides analytics tools for helping publishers see how their apps are used.

Yahoo has reached an agreement to acquire Flurry, a mobile analytics company, as part of a push to grow its advertising revenue within its mobile products.

Flurry provides tools that help developers and publishers learn more about who's using their apps in order to better target them with ads. The information, including gender, age and location, helps Flurry play digital matchmaker between publishers and advertisers. The technology can be used to place banner, full-screen and video ads.

The San Francisco-based company says it receives data from over 540,000 apps on 1.4 billion devices worldwide. Apps that use its technology include Skype, Pinterest and the BBC's news app, the company says.

Flurry could help Yahoo make more money from its growing lineup of mobile apps, potentially allowing it to better target ads and offer more personalized features.

"When completed, our acquisition of Flurry will be a meaningful step for the company and reinforces our commitment to building and supporting useful, inspiring and beautiful mobile applications and monetization solutions," said Scott Burke, Yahoo's senior VP of advertising technology, in a blog post.

He said Flurry's technology helps brands better reach their audiences, providing data on both the desktop and mobile use.

Yahoo didn't disclose the terms of the deal, though a report on the tech news site Re/code put the value at "hundreds of millions" of dollars.

Flurry's team will remain in San Francisco, Yahoo said, and its products will "continue to serve the application developer community."

Yahoo CEO Marissa Mayer has been focused on turning Yahoo around and growing its business since she took over as CEO in 2012. Mobile has been her main focus, with new or redesigned apps like Yahoo News Digest, Mail and Flickr released over the past year.

Mobile has not been a strong sales driver for Yahoo, but that could be beginning to change. Last week, during the company's second-quarter sales call, mobile was described as being "meaningful" to Yahoo's bottom line -- a change from "not material" in previous quarters. Yahoo's total sales were still down by 4 percent.

"We will work to make our tools, targeting and processes more efficient at showing the right ads to the right user," Mayer said last week.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in