Yahoo has bought Flurry, an analytic firm, to help elevate advertising revenue from smartphones. Reports indicate that Yahoo spent $200-300 million for Flurry, easily making this move the biggest for Yahoo since acquiring Tumblr for $1.1 billion. Profits for Yahoo fell by 18 percent only a few days before acquiring Flurry. Likewise, revenues fell by 3 percent, according to BBC News.
Firm officials from both sides said that by working together, they can optimize serving their customers while generating a higher profit.
“With Yahoo, we will have more 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,” Flurry executive Simon Khalaf said in a statement.
Flurry reportedly works with over 170,000 developers. They field 150 billion app sessions on a monthly basis. Flurry provides information to their app publishers about their targeted audiences, app usage and performance.
In a similar move, Facebook acquired LiveRail, a tech startup that assists companies in placing more relevant ads in videos that are posted on their websites and apps. Some industry insiders claim that Facebook may have paid between $400 million and $500 million to buy the firm. Google’s AdMobs and Apple’s iAds are also in the hunt to advertise on smartphones.
