In Q2 2014, Yahoo reported 100% increase its revenue generated its mobile display ad business, and Marissa Mayer was quoted saying 'Yahoo, Mobile First Company'. Taking this excitement and motivation at next, Marissa Mayer and Yahoo have decided to invest more into mobile ad display business. Therefore, we are hearing rumors in tech business that Yahoo has almost reached a deal to acquire Flurry's mobile and advertising analytics platform.
Flurry is a mobile app analytics and advertising company, found by Sean Byrnes in 2005. Flurry analytics platform tracks application sessions and user interactions, and extracts marketing insights from gathered session data – for instance, paying versus non-paying users, heavy versus light users. Reportedly, Flurry analytics platform records 150 billion application sessions per month and it almost works on all known platforms i.e. iOS, Android, Windows Phone, HTML5, JavaME etc.
Flurry has been in acquisition negotiations with Amazon and Yahoo, and was reportedly asking for $700-800 millions. It seems Amazon has backed off deciding to build its own mobile analytics and advertising platform - this was a good opportunity for Yahoo to acquire possibly at lower price. We can expect to learn exact details of the deal in coming days and weeks.
Mobile display ad industry has seen exponential growth in recent years, and there are strong indications of future growth. That is why, tech giants are eager to invent more into this business. Earlier Facebook and AppAnnie have acquired Onavo and Distimo, respectively.