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Yahoo moves to grow mobile ad revenue with Flurry acquisition

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By John Glenday | Reporter

July 22, 2014 | 2 min read

Web giant Yahoo has made a play for a greater slice of the lucrative mobile ad market with the acquisition of app analytics firm Flurry for an estimated £117 - £175m.

The smartphone focussed business works with app developers to record and analyse data about their users, information which can then be relayed to advertisers to make personalised pitches.

Yahoo’s attention has likely been grabbed by surveys of the global mobile advertising market, with eMarketer expecting it to reach $32.71bn this year, an impressive 84.7 per cent increase from last year alone.

It is Yahoo’s biggest purchase since buying out Tumblr in 2012 and is being seen as a bid to drive more marketers to Yahoo’s own apps in the wake of similar moves by rivals such as Google and Facebook, which together account for over two thirds of the global ad market.

Flurry head Simon Khalaf said in a statement: "With Yahoo, we will have access to more resources to speed up the delivery of great products that can help app developers build better apps, reach the right users, and explore new revenue opportunities.”

Yahoo has been struggling to maintain traction in an increasingly competitive market with profits down 18 per cent to $270m in the last quarter. Mobile display and search advertising has been one of the few bright spots for the firm, growing by over 100 per cent year on year for the same period.

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