Yahoo has taken over Flurry, a mobile analytics business that helps developers to build programs based on people’s mobile behaviour.
Flurry currently supports almost 170,000 developers across the world and has a spectacular customer portfolio with companies like Snapchat, Zynga, BBC, Skype, etc.
The financial details about the deal were not disclosed however Re/code reports that Yahoo has shelled out “hundreds of millions” of dollars. Flurry will continue to serve its customers even after the acquisition.
The service collects information from almost 1.4 billion devices every month regarding what users like and prefer. App makers use this mobile behaviour information from Flurry to design personalized ads for users.
Yahoo has been trying to go mobile for quite some time with CEO Marissa Mayer creating a specialist Mobile team since she took over the reign in 2012. All of its mobile services including Yahoo Mail, Weather and Finance have had a makeover, while Mayer also introduced a new service dubbed Yahoo News Digest.
Though Yahoo has not been explicit about the breakdown of its mobile revenues, it could be noted that the company has made some good progress on the mobile front. By combining the capabilities of Flurry and Yahoo, the company is trying to improvise its mobile services further.
Yahoo Advertising Technology Chief said in a statement that Flurry will support Yahoo with mobile advertising. Yahoo will use Flurry’s resources to offer speedy delivery on its platforms and help app developers to design better apps and target them at potential users while also giving opportunities to explore more ways to generate revenue. He also said that Flurry’s expertise will be tapped to make Yahoo services more personalized for users.
