As part of tech giant Yahoo’s stated aim of becoming a Mobile-First company, it has declared a new set of tools for app developers to help them advertise, measure and increase the reach of their mobile apps. The new development tool is Flurry, an analytic service that tells developers how customers are interacting with their software and also allows them to make money from displaying yahoo ads.
The full developed suite, unveiled last week at its mobile developer conference in San Francisco, includes Flurry Analytics, Yahoo App Publishing, Yahoo App Marketing, Yahoo Search in Apps and Flurry Pulse.
By pooling in the features together, the company wants to offer app developers with effective monetization tools at the same time increasing the reach of Yahoo search and ads. When in effect, it plans to become a bigger player in a rapidly growing mobile market.
According to Yahoo CEO Marissa Meyer, mobile is no longer a ‘time-pass’ for the company and the revenue from mobile ads increased to $254m in the last quarter. But the company’s share of the overall mobile market is tiny, just a hair over 3%, trailing behind Google, Facebook and Twitter.
The new Flurry Analytics tool will provide developers with insights into how their apps are used, while Flurry Pulse will allow developers to share and exchange data with partners in a secure way. Yahoo App Publishing will enable developers to integrate native ads into different app feeds, Yahoo App Marketing also uses Gemini to help developers target new users, while Yahoo Search in Apps is an integrated search tool for mobile apps.
Currently, Flurry has 200,000 app developers on its platform with 630,000 apps reaching 1.6bn devices and according to the New York Times, Yahoo says that developers who include its ads in their apps will keep 60% of the revenue. Overall, through this suit of development tool, if it can get more independent app developers to display ads, Yahoo market share might increase – and if users don’t mind seeing Yahoo’s ads in their apps. the company’s mobile development suite might be a good thing for developers as well.