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YAHOO TO PAY $200MILLION TO ACQUIRE MOBILE AD.APP PROVIDER COMPANY FLURRY

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Wednesday, 23 July 2014
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Yahoo Inc. said it is acquiring mobile
app analytics provider Flurry in a bid to boost
advertising revenue from smartphones.
The Internet portal has agreed to pay more than $200
million for Flurry.
The deal marks one of the largest acquisitions by Chief
Executive Marissa Mayer and her boldest push yet into
mobile advertising, a $32.7 billion market dominated by
Google Inc. and Facebook Inc.
Founded in 2005, Flurry creates tools to help marketers
determine which of their mobile ads work the best with
iPhone and Android users. The company gathers data
from around 540,000 mobile apps, according to its
website.
The announcement of the deal comes a week after
Yahoo reported that its revenue, minus commissions
paid to partners for Web traffic, fell 3% in the second
quarter, its fourth decline in the past five periods.
Revenue from display ads dropped about 7%.
Mobile represents one of Ms. Mayer’s best opportunities
to increase ad revenue. Some advertisers’ perception of
Yahoo as an aging relic of an earlier Web era may not
carry over to smartphones, where most companies are
still experimenting with new approaches to marketing.
Yahoo has amassed more than 450 million monthly
users of its mobile apps, which include Yahoo Weather,
Yahoo News Digest, and smartphone versions of its
email and Flickr services. It has begun selling ads inside
some of these apps, though revenue from mobile is still
too small to break out in its quarterly earning

credit:wsj

posted by:@djshyluckjimmy

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