Yahoo has purchased mobile ad platform Flurry. The deal helps bolster the company’s mobile ad strategy and gives it access to an impressive amount of app analytics – something it is in desperate need of.
Re/Code broke the news of the acquisition this morning. Yahoo states that, “Flurry’s products will continue to operate and innovate with Yahoo’s support and investment.”
Yahoo has been struggling to reclaim its former luster. It reported that during its second quarter revenue was down and earnings were flat. As with all companies that rely on ad sales, mobile needs to be an integral part of the company’s strategy.
Yahoo’s SVP Advertising Technology, Scott Burke stated:
Flurry’s success is the result of years of committed investment by a passionate team to create an indispensable platform for mobile developers. We want to harness our collective innovative spirit and bolster the mobile ecosystem by providing developers the analytics and monetization solutions to drive their success.
According to Flurry’s site, it sees 540,000 apps a day and 150 billion app sessions per month. It’s those analytics that help serve relevant ads to mobile that makes this a good acquisition for Yahoo. The company is already trying to make inroads into mobile. In May, the company launched native ads for mobile across its products.
Yahoo did not state how much it was paying for Flurry.
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