Yahoo strengthens mobile with Flurry deal

Yahoo is to acquire mobile analytics and advertising specialist Flurry in a reported $300 million deal it says reinforces its commitment to building and supporting useful, inspiring and beautiful mobile applications and monetisation solutions.

Yahoo says it is on a mission to re-imagine users’ daily habits, and mobile is at the centre of everything it does. “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 personalised and more inspiring,” it says.

According to Yahoo, analytics are critical for all mobile developers to understand and optimise 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,” it suggests.

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 personalised app experiences.

As announced in its recent Q2 earnings, 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

  • Time spent on mobile has grown 79 per cent in the last year alone

  • The average Yahoo user now spends 86 per cent of their time on smartphones in apps

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

“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.”

Following the closing, the Flurry team will remain in their present locations, and Flurry’s vision, mission, and focus will stay the same. Flurry’s products will continue to operate and innovate with Yahoo’s support and investment.

The transaction is subject to customary closing conditions.

Posted by on Jul 22 2014. Filed under Ads, Advertising, app, APPS, Articles, Business, Content, M&A, Mobile, Targetted.

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