Yahoo Pays to Play in Mobile Ad Market

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Yahoo said it is acquiring mobile app analytics provider Flurry Inc. in a bid to boost advertising revenue from smartphones showing just how serious the web firm is about using a coherent mobile strategy to turn its fortunes around.

“We have reached a definitive agreement to acquire Flurry, the industry leader in mobile analytics,” Yahoo said the purchase ”reinforces our commitment to building and supporting useful, inspiring and beautiful mobile applications and monetization solutions.” Flurry is one of the biggest mobile ad firms in operation with a reach so vast it tracks more mobile phones than Google or Facebook. Such an acquisition should boost Yahoo’s ambitions to be a “mobile first” company, after it has struggled to match the growth of mobile ad revenues at rivals Facebook and Google.

At Pocket App, we believe that understanding the consumer is vital to delivering successful mobile solutions. We achieve this by researching user behaviour through analytics, both before building the application and post deployment. Analytics allows us to quantitatively understand how users are interacting with your app. The data can provide context about your targeted users’ actions enabling us to maximise your potential reach by acting upon this collected data.

We can tailor analytics services according to your needs. For example, a client who needed basic performance numbers would be delivered daily reports of their app downloads, revenue figures and worldwide ranking collected for each app store. We at Pocket App integrate Flurry analytics in to all of our applications, the software allows us to understand how consumers interact with their mobile apps. Flurry gathers insight from 1.4 billion apps sessions per day and their clients include Coca-Cola, General Motors and General Electric. Analytics available from Flurry includes for example- total number of users, new users, sessions, median session length with individual page analysis, session frequency, reach, engagement, retention, conversions, exit pages and exit stats, repeat visitation and usage stats on different platforms and devices

HOW FLURRY WORKS

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The global demand for smartphones has surged in recent years and an increasing number of people are accessing the internet via handheld devices, rather than the traditional desktop computers. That has prompted internet firms such as Yahoo, Twitter, Google and Facebook to come up with strategies to increase their revenues from mobile devices. We should see a number of acquisitions to come from key market players over the course of the next quarter.

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