Home  › Media › Mobile

Yahoo Looks to Catch Up in Mobile With Flurry Acquisition

  |  July 22, 2014   |  Comments

Through the acquisition of Flurry, Yahoo will gain access to data from hundreds of thousands of apps and more than 1 billion mobile devices, a move that will empower the company to compete with Facebook and Google.

In an effort to expand its mobile ad business and attempt to compete with Facebook and Google in the mobile space, Yahoo has agreed to purchase mobile analytics and advertising platform start-up Flurry.

Founded in 2005, Flurry aims to deliver "the optimal mobile experience through better apps and more personal ads." The company gathers audience data from more than 540,000 mobile apps and uses the data to create audience segments to help advertisers target with in-app ads.

Financial details of the deal were not disclosed. But through the acquisition, Yahoo can now use Flurry's wealth of data to target ads on its owned-and-operated sites, potentially translating into mobile ad revenue growth.

From a strategy perspective, Flurry's technology will empower Yahoo to rival Facebook and Google in the mobile space.

Both Facebook and Google have been drastically improving their mobile ad businesses: Earlier this year, Facebook released a series of mobile monetization updates, including the launch of its mobile ad network, while Google purchased mobile ad network AdMob back in 2009.

And the two tech giants will keep building on their mobile momentum, as eMarketer predicts that mobile will represent 63.4 percent of Facebook's net digital ad revenues this year, and 33.8 percent of Google's.

Compared to Facebook and Google, Yahoo has been lagging behind in the mobile space, despite the fact that its chief executive (CEO) Marissa Mayer has repeatedly spoken about making Yahoo a mobile-first company.

"To date, Yahoo has failed to make a successful mobile transition to the extent that companies like Facebook have," says Craig Palli, chief strategy officer of Fiksu, a mobile app marketing tech company.

According to him, prior to the purchase of Flurry, Yahoo was unable to truly harness and leverage mobile data. But now, through the acquisition, Yahoo can access data from hundreds of thousands of apps and more than 1 billion mobile devices.

"[This deal] finally provides Yahoo with the underlying data fundamentals they need to move forward, and [become] successful in mobile," Palli notes.

In the second quarter of 2014, Yahoo's mobile display and search revenue saw 100 percent year-over-year (YoY) growth, respectively. And its mobile monthly active users increased 36 percent YoY.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!


Yuyu Chen

Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...