Yahoo set to buy mobile analytics and advertising platform 'Flurry'
Yahoo announced on Monday that it is set to buy Flurry, a company that specializes in mobile analytics and advertising.
Flurry, founded in 2005, provides mobile analytics for more than 170,000 developers globally. One of its aims is to allow app makers and marketers to place more-personal ads. The service gets insights from 1.4 billion devices a month, CNET reported.
CEO Marissa Mayer has directed her efforts towards making Yahoo a mobile oriented company. Early into her tenure in October 2012, she promoted Adam Cahan, who had been with the company since 2011, to head a newly created mobile team.
The company has since refreshed most of its mobile properties, including Yahoo Mail, Weather, and Finance, and introduced a new product called Yahoo News Digest. However, the company's mobile business is still small. Yahoo does not break out figures related specifically to mobile revenue, other than to say the figure is 'meaningful', report said.
The move comes after Yahoo reported disappointing second-quarter earnings results last week. Display revenue, an important financial metric for the company, fell 7 percent from the same period last year.
Yahoo's advertising technology chief Scott Burke said that by joining Yahoo, Flurry will have resources to speed up the delivery of platforms that can help developers build better apps, reach the right users, and explore new revenue opportunities, the report added.
(Posted on 22-07-2014)