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
cmo-xs-promo

Latest Videos

More Videos

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Great post!

deen8

What felix Mobile is doing to keep customer support cost-effective

Read more

That is true, integration of salesforce and digital advertising would make wonders.This can actually help firms to measure and evaluate t...

Neelam

Salesforce debuts first digital marketing enhancements off the back of Krux acquisition

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in