Yahoo buys advertising company Flurry

Yahoo has acquired the advertising company Flurry. Yahoo is rumored to have paid approximately $200 million, approximately $147 million, for the acquisition. Yahoo wants to strengthen its position in the mobile advertising market with the acquisition of Flurry.

Founded in 2005, Flurry analyzes the behavior of mobile Internet users. For example, Flurry can place personalized advertisements in apps, for example. The company reports that more than 170,000 developers use the advertising platform and obtain monthly user data from more than 1.4 billion mobile devices. The Flurry platform is said to be used in more than half a million apps. Clients include the BBC, Skype, Snapchat and Zynga.

Although Yahoo does not want to name the acquisition amount, The Wall Street Journal reports that the acquisition amount would be around 200 million dollars, or 147 million euros. Yahoo says it wants to get more grip on the mobile market with the acquisition of Flurry so as not to let the gap with companies such as Google and Facebook grow. Yahoo further states that mobile advertising revenue has doubled in the past year. Also, the average Yahoo user would spend 86 percent of their time on smartphones in apps.