It was recently confirmed that Yahoo has purchased mobile company, Flurry. While the price has not yet been confirmed, it is rumored to be above $350 million. Flurry is a mobile ad network that is already established and able to help grow Yahoo’s mobile platform outside of their own web properties.
Since Flurry operates their own in-app network, and can also work effectively by using programmatic buying across other mobile exchanges, this seems like a logical choice for Yahoo.
In the announcement from Yahoo, they noted some key points that led to their purchase. For example, Flurry has 170,000 app developers using their analytics system. Flurry also generates app activity from about 1.4 billion mobile devices each month on top of 5.5 billion individual app sessions per day. The average mobile device has 7 apps on it that use Flurry Analytics. Over 8000 publishers use Flurry to monetize their apps. Finally, and perhaps most importantly, Flurry is working with mobile developers from 150 different countries. This will help Yahoo expand their mobile presence quickly, which is exactly what they need to be doing.
Most experts agree that this is a smart move by Yahoo, especially since they just released their Q2 earnings, where they announced that their display ad revenues have gone down by 7% year over year. Since mobile is obviously the platform with the most potential, this purchase will likely give them the ability to start bringing those numbers back up where they want them to be.
You can see the Yahoo announcement HERE.