As we’ve talked about before, Yahoo’s Marissa Mayer is focused on increasing revenue through mobile ad dollars. Therefore, it’s no surprise that, according to Business Insider, Yahoo is expected to announce Flurry’s integration into Gemini, Yahoo’s self-serve ad platform.
Ads outside of Yahoo properties
While Gemini has been offering users the ability to manage their native and mobile advertising in one place for a while, the incorporation of Flurry, a platform that handles app advertising for advertisers and app developers, also means that users will have the ability advertise off of Yahoo’s network.
Both the Yahoo News and Finance are still popular on both mobile and desktop platforms, but they probably skew towards an older demographic, and they won’t do a lot to bring in new visitors, something that advertisers crave. Flurry boasts 150 billion app sessions per month and customers include Big Fish Games and The Guardian, so this represents a huge jump in reach for Yahoo to offer advertisers.
According to The Information, one of Yahoo’s goals with this move is to get advertisers to bundle their ad campaigns.
A major part of Yahoo’s mobile strategy will be selling access to bundled ad campaigns across owned and operated properties, such as its and verticals like Yahoo Sports, as well as non-owned mobile apps.
However, per Marketing Land, it appears bundling will only be available on Yahoo owned properties.