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

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

Does Magento have any progressive web apps?

libertylady

​Adobe aims to compete with the big guns in digital commerce

Read more

According to the executive manager for commercial and marketing within the Events Melbourne team, Lucan Creamer, the City’s vision for th...

Armstrongsmith

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

The key difference is designers no longer have to spend all their time translating their ideas into digital models, which is the grunt wo...

Armstrongsmith

What automated design is going to do to 3D printing and product customisation

Read more

The four financial-oriented metrics employed are return on marketing investment; revenue per customer; marketing expenditure versus budge...

Armstrongsmith

Report: Accountability key to marketing's influence in business

Read more

When you cooperate with leading brands you have the upper hand. For example, I have been using help of the Best Reviewer for long now and...

Birdie Wyatt

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Latest Podcast

More podcasts

Sign in