Yahoo Earns 'Flurry' of Headlines After Latest Acquisition

Yahoo Earns 'Flurry' of Headlines After Latest AcquisitionYahoo and Flurry are now one.

On Monday, Yahoo announced that the two companies will merge with Yahoo acquiring the analytics giant for an estimated $200 million.

“Analytics are critical for all mobile developers to understand and optimize their applications,” a statement from Yahoo reads. “Yahoo and Flurry are reinvesting in developers and continuing to build great analytics products. The combined scale of the two companies will accelerate revenue growth for thousands of developers and publishers across the mobile ecosystem.”

In addition, the statement continues, the joined offerings of Yahoo and Flurry will enable more effective mobile advertising solutions for brands seeking to reach their audiences and gain unique insights across desktop and mobile, and users will benefit from more personalized app experiences.

Although rumors have swirled over the years that Apple was most likely going to be the company that ultimately acquires Flurry, Yahoo surprised the tech world at large with Monday’s news.

All told, the acquisition couldn’t come at a better time for Yahoo, which is striving to ramp up its mobile advertising offerings and related revenue.

Yahoo’s mobile display and search revenue each grew more than 100% year-over-year, the company announced on its recent earnings call. In fact, more than half Yahoo’s total monthly audience visits on a mobile device, and in Q2, over 450 million mobile monthly active users came to Yahoo, a 36% increase year-over-year.