It’s hard to miss the buzz about Yahoo’s recent acquisition. Flurry, the mobile advertising and analytics Company was purchased for an estimated price of 300 million USD to 1 billion USD (!). The acquisition marks the first major effort of Yahoo towards the “mobile first company” vision of its CEO Marissa Mayer.
At the moment, Google and Facebook combined hold two-thirds of mobile-ad spending worldwide. Entering the battlefield of “database” war at this stage is a bold act on Yahoo’s part.
Since Mayer came on board two years ago, Yahoo’s active monthly mobile user base has doubled itself to 450 million. The next stage for Yahoo was obviously to benefit from these numbers. Big numbers are impressive, but understanding them and re-targeting accordingly is where true power lies.
Significant amount of data is a strong jumping point for Yahoo to crash the Google-Facebook “we have a lot of database” closed party. Purchasing a company that has become one of the most significant players in app advertising and analytics is clearly a good move to level the playing field.
I think that moving forward, there are number of directions for Yahoo to explore. Perhaps Yahoo would prefer developing a tracking tool, or maybe Mayer is holding some surprises in her shopping cart and would purchase one of the current leading players in the field. Tune (formally known as HasOffers)? AppsFlyer? Anyone?
Boris Shurp is Inbound Marketing Person at dmg.