Yahoo acquires analytics firm Flurry

Ad analytics specialist Flurry has been acquired by web firm Yahoo.

The BBC reports that the deal is worth in the region of 120m-175m, making it Yahoo’s most sizable acquisition since it swooped for blogging platform Tumblr in 2012.

Flurry makes cash by collecting data on user behaviour and targeting ads according to their interests and habits. Its growth has been significant, jumping from being used in just 5,000 apps in 2008 to over half a million now, tracking 150bn app sessions per month.

As part of Yahoo, Flurry will continue to serve the application developer community in the way we always have, only better,” Flurry chief executive Simon Khalaf said.

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 for their apps and more importantly, make money from ads that look great and blend into the app experience. We have accomplished a lot on our own, but joined with Yahoo we are in an even better position to achieve our goals.

We want innovation to continue. We want disruption to continue and we at Flurry, as part of Yahoo, want to be there for developers just as we have been the past six years, only faster and better equipped to help them win.”

Yahoo recently reported an 18 per cent profits decline, with revenues falling three per cent to $1.08bn.

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