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Yahoo buys Flurry to scale up its mobile ad biz

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MUMBAI: As internet and social media giants is speeding up to add specialised startups to boost their advertising business, Yahoo too is following the trend. Yahoo has announced that it has reached a definitive agreement to acquire Flurry, a mobile ad and analytics company.

A statement issued by Yahoo mentioned, “Our agreement to acquire Flurry is a meaningful step for the company and reinforces Yahoo’s commitment to building and supporting useful, inspiring and beautiful mobile applications and monetization solutions. By joining Yahoo, Flurry will have resources to speed up the delivery of platforms that help developers build better apps, reach the right users, and explore new revenue opportunities. Together, the companies can make mobile experiences better through products that are more personalized and more inspiring.”

Analytics are critical for all mobile developers to understand and optimise their applicationsThe combined scale of the two companies will accelerate revenue growth of developers and publishers across the mobile ecosystem.

In addition, the joined offerings of Yahoo and Flurry will enable more effective mobile advertising solutions for brands seeking to reach their audiences and gain unique insights across desktop and mobile, and users will benefit from more personalized app experiences.

As announced in Q2 earnings last week, Yahoo mobile usage is growing rapidly. Yahoo’s mobile display and search revenue each grew more than 100 per cent year-over-year. More than half Yahoo’s total monthly audience visits on a mobile device, and in Q2, over 450 million mobile monthly active users came to Yahoo, a 36 per cent increase year-over-year. The average Yahoo user now spends 86 per cent of his/her time on smartphones in apps

“Yahoo’s growth in mobile traffic comes from great people and great products. 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,” said Yahoo SVP advertising technology Scott Burke.

“As part of Yahoo, Flurry will continue to serve the application developer community in the way we always have, only better. 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. Over the last six years we have accomplished a lot on our own, but with Yahoo we are in an even better position to achieve our joint goals,” mentioned Flurry president and CEO Simon Khalaf.

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