July 23, 2014, 3:26 PM

Mobile-first Yahoo acquires app analytics and mobile ad firm Flurry

The acquisition will infuse Flurry with more resources and enable the firm to help Yahoo, and Flurry’s 170,000 clients, including retailers, build better mobile apps and create enhanced mobile ad campaigns, Yahoo says.

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Yahoo is strengthening its mobile hand by acquiring prominent mobile app analytics and mobile advertising firm Flurry. Yahoo declined to reveal terms of the deal.

“Yahoo has been focused on re-imagining our users’ daily habits, and mobile is at the center of everything we do,” writes Scott Burke, senior vice president of advertising technology, in a post on the official Yahoo blog. “Our acquisition of Flurry is a meaningful step for the company and reinforces our commitment to building and supporting useful, inspiring and beautiful mobile applications and monetization solutions. By joining Yahoo, Flurry will have resources to speed up the delivery of platforms that can help developers build better apps, reach the right users, and explore new revenue opportunities. Together, we will make Yahoo mobile experiences better through products that are more personalized and more inspiring.”

Flurry has 170,000 clients in various industries, including retail, travel, entertainment and health care; collectively, the clients offer 540,000 mobile apps, Flurry says.

“Mobile apps have disrupted every segment of the economy from media and entertainment to communications, travel and retail,” writes Simon Khalaf, president and CEO of Flurry, on the company’s blog. “Flurry is entering a new phase. Like us, Yahoo is committed to mobile and has become a mobile-first company with over 450 million mobile monthly active users, a number that has grown by 36% since last year. As part of Yahoo, Flurry will continue to serve the application developer community in the way we always have, only better. 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 for their apps, and make money from ads that look great and blend into the app experience.”

Khalaf says the mobile commerce market and other mobile markets are still relatively new and up for grabs.

“We want app developers to grab them,” he writes. “We want innovation to continue. We want disruption to continue. And we at Flurry, as part of Yahoo, want to be there for developers just as we have been the past six years, only faster and better equipped to help them win.”

Retailers have used Flurry products and services to their advantage. Discount mass merchant Overstock.com Inc., for example, boosted its number of in-app sales by 25% after deploying in early 2013 Flurry’s free mobile analytics tool in its iPhone and iPad apps, the retailer says. Driving that growth was a 70% increase in the number of purchases from iPhone searches and a 30% increase in purchases stemming from customers tapping product images on the iPad, according to Flurry.

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