Yahoo agreed to acquire mobile analytics and advertising company Flurry, in a deal reported to be worth upwards of $200 million, as it continues to boost its capabilities around mobile and apps.
In its statement about the deal, the web giant said the agreement to acquire Flurry is “a meaningful step for the company and reinforces Yahoo’s commitment to building and supporting useful, inspiring and beautiful mobile applications and monetisation solutions”.
An official figure for the deal was not made public but a TechCrunch source said the price was somewhere between $200 million and $300 million. If this is the case, it would represent Yahoo’s biggest acquisition since Tumblr in 2012.
Flurry provides analytics tools and advertising technology that enable developers to optimise their apps in terms of downloads and monetisation. It recently launched video advertising technology for app publishers.
Established in 2008, it now has 170,000 developers using its analytics tools in 150 countries. A total of 540,000 apps run on the platform and it sees activity from 1.4 billion devices each month and 5.5 billion app sessions per day.
Yahoo claims Flurry will gain the resources to speed up the delivery of platforms “that help developers build better apps, reach the right users and explore new revenue opportunities”.
In addition, combining their technology will provide more effective mobile advertising products for brands wanting to reach specific audiences and gain insights into their user base. Consumers should also benefit by having more personalised apps.
“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,” said Simon Khalaf, Flurry president and CEO.
Flurry’s products will continue to be offered following the closing of the transaction, which is subject to regulatory conditions.
Yahoo is following a mobile-first strategy as its CEO Marissa Mayer looks to improve the fortunes of the company. As part of its Q2 earnings last week, it revealed that it now has 450 million monthly active users, a 36 per cent year-on-year increase.
Among the recent app-related acquisitions made by Yahoo are Snapchat rival Blink and Aviate, the technology from which forms the basis of the recently-launched homescreen app which provides access to contextually-relevant content.
The Yahoo-Flurry deal suggests consolidation is taking place in the app analytics market, coming not long after Distimo’s acquisition by App Annie in May.