Yahoo Snaps Up Flurry’s Mobile App Ad Analytics and Monetization Platform

Wednesday, July 23, 2014

If you can’t beat them, buy them. And that’s what Yahoo has done by purchasing Flurry, which offers a mobile app analytics and ad network. The deal may strengthen Yahoo’s mobile presence, which it needs. While as much as half of Yahoo’s audience accesses the companies offerings on smart phones and tablets, the company has not made significant inroads in monetizing mobile audiences according to a number of reports.

According to a statement by Yahoo:

Yahoo is on a mission to re-imagine users’ daily habits, and mobile is at the center of everything we do. 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 optimize their applications. Yahoo and Flurry are reinvesting in developers and continuing to build great analytics products. The combined scale of the two companies will accelerate revenue growth for thousands 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 part of Yahoo, Flurry will continue to serve the application developer community in the way we always have, only better,” said Simon Khalaf, President and CEO, Flurry. “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.”

Current Flurry stats according to Yahoo include:

- 170,000 developers use Flurry Analytics

- Flurry sees app activity from 1.4 billion devices monthly

- Flurry sees 5.5 billion app sessions per day

- Flurry Analytics is in 7 apps per device on average

- 8,000 publishers monetize with Flurry

- Flurry works with mobile developers in 150 countries

Following the closing, Yahoo reports that the Flurry team will remain in their present locations and Flurry’s products will continue to operate with Yahoo’s support and investment.