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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Thanks for sharing with us. I just loved your way of presentation. I enjoyed reading this .Thanks for sharing and keep writing. It is goo...

Nisha

Cancer Council: Finding the physical-virtual engagement balance post-COVID

Read more

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in