Mobile ad technology firm Flurry’s revenue run rate of $100 million is yet to generate a profit due to the $28 million it spends each year on analytics.

Speaking to Business Insider, Flurry CEO Simon Khalaf (pictured), said the company could make a profit in 2014, although it is by no means certain as “the cost of analytics is huge”.

He also said an IPO for his company is inevitable due to the size it had grown to: “We don’t have a choice, our volume is too high and our scale is too big for anyone to absorb us,” he said.

Investors have so far backed Flurry to the tune of $50.5 million.

Reaching 1.1 billion mobile devices each month via ads in apps, Flurry is one of the biggest companies in data analytics and mobile app ad reach.

Flurry said in July that app users have become increasingly willing to accept the inclusion of advertising within apps in exchange for accessing content for free.

It offers platforms for app publishers to offer ad space for sale and for buyers wanting to place ads, along with real-time bidding technology for buyers to place ads on a live auction basis, which was launched in April.

It also offers comprehensive analytics technology.