Dive Brief:
- Yahoo has acquired mobile app analytics firm Flurry for an undisclosed amount, though rumors put the deal at over $200 million.
- Flurry collects data from over 540,000 iPhone and Android apps to help advertisers understand which mobile ads perform the best.
- Though nothing has been confirmed, Flurry's technology is expected to be part of Yahoo's plan to build its own mobile ad network.
Dive Insight:
To stay competitive in mobile, it's fairly necessary that Yahoo is able to build out its own ad network. The firm's biggest competitors, Google and Facebook, both have their own mobile ad networks already. After some disappointing earning reports, a mobile ad network could be what Yahoo needs to bounce back.
