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Yahoo Buys Mobile App Analytics Firm, Flurry

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Yahoo has bolstered its mobile division with the purchase of the mobile app analytics firm, Flurry. The move should help boost Yahoo's mobile advertising revenues as the new subsidiary helps app developers deliver more relevant adverts to their users.

Around 170,000 app developers currently use Flurry to track user activity, and some 8,000 publishers use its mobile advertising platform.

The two companies did not disclose the value of the deal, which has been valued quite widely from as low as USD200 million to highs of USD300 million. That would make it one of the largest deals by Yahoo since its acquisition of Tumblr in 2012.

"Flurry's success is the result of years of committed investment by a passionate team to create an indispensable platform for mobile developers. We want to harness our collective innovative spirit and bolster the mobile ecosystem by providing developers the analytics and monetization solutions to drive their success."  said Scott Burke, SVP Advertising Technology.

Following the closing, the Flurry team will remain in their present locations, and unlike some acquisitions, the company and its products will not be closed down and the technology merged with the parent company's services. At least not yet.

Yahoo's deal comes just days after it reported that its profit fell by 18% to USD270 million during the three months to the end of June. Revenues were also down, by 3 percent to USD1.08 billion.

Although desktop advertising declined, the company said that mobile advertising revenues more than doubled over the year, although it didn't break down the numbers.

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Tags: yahoo  flurry  USA