Yahoo announced updates to the Yahoo Mobile Developer Suite at its developer conference, including in-app sharing for Tumblr, availability of real-time metrics, and native video ads for publishers.

The company said its tools are used by developers to analyse, monetise and enhance apps. “As the world of mobile app usage changes, so do developers’ needs,” commented Simon Khalaf, SVP publishing products, in a blog post.

Tumblr in-app sharing will enable developers to let users share their creations with their Tumblr followers with one click. When a Tumblr user who doesn’t have the app sees the post, the ability to download the app will be a “seamless part of their experience”.

Developers will also be able to see engagement on content shared by their users.

Yahoo’s new real-time metrics will be updated automatically every 15 seconds, so that developers can have instant insight into app activity “completely free through Flurry Analytics”.

And native video ad support means that the company will help developers integrate an advertising solution into their app that is designed to increase monetisation “by combining native, the best performing ad format, with video, the best performing ad content”.

Facebook recently announced support for more ad types and formats through Audience Network while Twitter has expanded its ad platform “beyond mobile app installs and re-engagements”.