Yahoo will pay US$300 million for a San Francisco-based startup that analyzes data from smartphone users to help developers better understand their audiences, Bloomberg reported Tuesday.
Flurry also connects brands and agencies to consumers on devices through targeted advertising.
The acquisition gives Yahoo more channels for mobile promotions.
Yahoo chief executive Marissa Mayer, sees mobile as key to Yahoo’s turnaround, has been stepping up her dealmaking.
Last year, she spent about US$1.1 billion to buy blogging platform Tumblr and has since snapped up several smaller companies, including mobile-homescreen provider Aviate and video-distribution platform RayV.
Yahoo has announced or completed at least 12 acquisitions this year, the report said.
Flurry will continue to serve customers while collaborating with some of Yahoo’s services, including advertising.
Yahoo last week reported second-quarter results that included a 4.5 percent fall in sales from a year earlier. Revenue, excluding that shared with partner websites, was US$1.04 billion, missing analysts’ average estimate of US$1.09 billion.
However, mobile was a bright spot. Mayer said revenue from graphically based ads on portable devices more than doubled during the quarter, with mobile users growing to about 450 million, up from slightly more than 200 million two years ago.
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