Yahoo has acquired mobile analytics and advertising firm Flurry with an aim to boost its mobile ad offerings. Financial terms of the deal were not disclosed but reports are stating that the deal is somewhere between $200-$300M.
Founded in 2005, Flurry helps app developers analyse data about their users and deliver more personalised ads to them. The company gathers data from around 540,000 mobile apps, according to its website. As a result of the acquisition, Flurry’s 115 employees will join Yahoo and the unit will continue to sell all of its existing ad and analytics services.
“Our combined offerings will enable more effective mobile advertising solutions for brands seeking to reach their audiences and gain unique insights across desktop and mobile. Our users will benefit from app experiences that are more personalized and inspiring”, said Scott Burke, SVP of advertising technology at Yahoo, in a blog post
Yahoo recently said it was getting 450 million unique monthly visitors per month on mobile. In May CEO Marissa Mayer stated that mobile traffic on Yahoo will outnumber that on desktop by the end of 2014. The company has been focusing on mobile for over a year now and has made more than 40 acquisitions most of which were acqui-hires.
Yahoo’s deal comes just days after it reported that its profit fell by 18% to $270m during the three months to the end of June. The Flurry acquisition is one of the biggest by company after it paid $1 billion for Tumblr last year.