Yahoo has bought app analytics firm Flurry, as the embattled web giant looks to boost its mobile ad revenue.
Yahoo has not disclosed the precise amount it paid for Flurry, but reports indicate figures within the region of $200m-$300m (£117m-£175m).
Flurry uses data from 150 billion app sessions per month to offer solutions for publishers, developers and advertisers.
Flurry lists Skype, Zynga and BBC Worldwide among its customer base.
Yahoo’s acquisition of Flurry comes just weeks after Facebook acquired advertising technology company LiveRail.
The value of that transaction was reported to be in the region of $400m-$500m.
“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, and explore new revenue opportunities,” Simon Khalaf, chief executive of Flurry, said in a statement.
“Over the last six years we have accomplished a lot on our own, but with Yahoo we are in an even better position to achieve our joint goals.”
During its Q2 earnings report, Yahoo revealed that over 450 million of its monthly visits come from mobile devices – a 36 per cent increase year-on-year.
Yahoo reported profits of only $270m during Q2, 18 per cent down on Q2 2013. Almost half of this drop was due to reduced profits from digital display advertising.
“Yahoo’s growth in mobile traffic comes from great people and great products,” said Scott Burke, Yahoo’s SVP for advertising technology, in a statement.
“Flurry’s success is the result of years of committed investment by a passionate team to create an indispensable platform for mobile developers.
“We want to harness our collective innovative spirit and bolster the mobile ecosystem by providing developers the analytics and monetisation solutions to drive their success,” Burke sai
Read the blog here
