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You are here: Home / Sales & Marketing / Yahoo Pushes into Mobile Search Ads
Yahoo Muscles In on Mobile Search Advertising
Yahoo Muscles In on Mobile Search Advertising
By Jef Cozza / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
Internet giant Yahoo will try to muscle in on the lucrative world of mobile search and advertising. To do so, the company announced that it has created a platform for mobile developers who want to take advantage of Yahoo tools in their apps. The Yahoo Mobile Developer Suite, as the platform is called, was announced Thursday at the company’s first ever Yahoo Mobile Developer Conference in San Francisco.

“We are sharing a lot of great content alongside our partners and clients, and our main event is the launch of a new suite of products that makes it easier for mobile developers to analyze, monetize, advertise and enhance their apps,” Prashant Fuloria, Senior Vice President of Advertising Products at Yahoo wrote in a blog post. “These solutions are the powerful combination of technology and data from Yahoo, Flurry (which joined the Yahoo family in August of 2014) and BrightRoll (which Yahoo acquired in December of 2014).”

Free Developer Toolkit

Available to developers for free, the toolkit will allow Yahoo to place its ads on the apps that are developed. The company would then keep 40 percent of the revenues generated by the sale of advertising made in those apps, according to a report by the Associated Press.

The toolkit consists of five separate Yahoo products: Flurry Analytics Explorer, Flurry Pulse, Yahoo App Publishing, Yahoo Search in Apps, and Yahoo App Marketing. The first two tools come courtesy of Yahoo's mobile analytics arm Flurry.

The Flurry Analytics Explorer, is a data exploration interface based on the pre-existing Flurry Analytics tool. Flurry Pulse, meanwhile, gives developers the ability to program apps to share data with partner groups using the existing Flurry SDK (software development kit). Yahoo App Publishing is the monetization tool Yahoo uses for its own apps, and can be applied to both video and display ads.

Yahoo Search in Apps allows developers to integrate Yahoo Search directly into their apps, without having to switch to another. Finally, Yahoo App Marketing is a marketing tool using Yahoo Gemini, a mobile search marketplace, to help developers acquire new users.

Taking on Google and Facebook

Yahoo will have a considerable amount of ground to make up if it wants to compete with the likes of Facebook and Google, the two giants in mobile search advertising revenue. Google owns 37 percent of the mobile advertising market, while Facebook sits in second place with 18 percent. Yahoo, meanwhile, commands a paltry 3 percent.

But that may be about to change under the leadership of CEO Marissa Mayer. Mayer took over Yahoo in July 2012 after leaving Google, and has put a renewed emphasis on the company’s efforts in mobile search. On Thursday, Mayer told reporters that Yahoo had fallen behind its competitors in the search arena, adding that she felt the company has now caught up to its rivals.

Under Mayer’s tenure, the company has made big bets on the mobile space, both with the acquisitions of BrightRoll and Flurry and the growth of its mobile division from a few dozen employees to more than 500.

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