Yahoo! to acquire Flurry to boost its mobile analytics

22 Jul 2014

After having promised to put more of the company’s focus on mobile, Yahoo! has agreed to a deal to buy Flurry, a mobile analytics company estimated to be worth upwards of US$200m.

Earlier this month, the company’s CEO Marissa Mayer spoke of how she envisioned Yahoo! as a “mobile first company”, with its statistics showing 450m active monthly users and a growth of 100pc in mobile revenue.

Now with Flurry, Yahoo! hopes to gain access to its Flurry Analytics software, which, according to Flurry’s figures, is used by 170,000 app developers across 1.4bn devices each month.

Yahoo! believes the acquisition will benefit those developers.

“Analytics are critical for all mobile developers to understand and optimise their applications. We are re-investing in developers and continuing to build great analytics products. Our combined scale will accelerate revenue growth for thousands of developers and publishers across the mobile ecosystem,” Scott Burke, Yahoo!’s senior vice-president of advertising technology wrote on the company’s blog.

While Yahoo! did not reveal the cost of acquisition, sources close to TechCrunch said the deal is estimated to be about US$200m, despite previous claims it would be as high as US$800m.

This latest purchase marks one of 30 purchases Yahoo! has made related to mobile development, advertising and analytics, and with more than half of Yahoo!’s monthly visitors now coming from mobile sources, according to its second-quarter financial results, it could prove to be an astute purchase.

Mobile analytics image via Shutterstock

Colm Gorey was a senior journalist with Silicon Republic