Yahoo Improves Video Advertising; Integrates In-App Inventory from Flurry and Its Marketplace

Recently, Yahoo’s mobile analytics company Flurry published a report revealing that consumers nowadays prefer engaging with their mobile devices rather than watching television. With that in mind, last November, Yahoo announced that it is integrating in-app inventory from Flurry and its Marketplace into its video advertising platform to expand its cross-screen capabilities.

“With Flurry video ad supply now available alongside the extensive video ad supply from Yahoo and third-party marketplaces on Yahoo Ad Manager Plus, the Yahoo platform has become the largest provider of video ad inventory in the industry,” wrote Scott Burke, SVP of Advertising Technology at Yahoo, in a blog post.

Flurry is reportedly serving over 100 million video ads every month to more than one billion devices internationally.

The proposed integration will allow Yahoo advertisers to purchase mobile inventory on Flurry’s network—which can start from :15, :30, or :60 second interstitial ads—via Yahoo Ad Manager Plus. This includes display ad inventory, stream ads, display, search video, and mobile. Moreover, advertisers can choose from user- or auto-generated views, as well as rewarded or non-rewarded views.

Yahoo acquired Flurry last July in order to strengthen its foothold in the ad tech business. Flurry, meanwhile, aims to bolster Yahoo’s ad business, which CEO Marissa Mayer further strengthened by acquiring programmatic video advertising platform BrightRoll in November.

Established in 2008, Flurry has served over 8,000 companies, helping them monetize their efforts by advertising their content. In a press release by Yahoo, the company published some of the most impressive data about Flurry:

170,000 developers use Flurry Analytics
Flurry sees app activity from 1.4 billion devices monthly
Flurry sees 5.5 billion app sessions per day
Flurry works with mobile developers in 150 countries

Yahoo says that their joint efforts will pave the way for brands to reach more of their market and gain “unique insights” across different devices. “Our users will benefit from app experiences that are more personalized and inspiring,” the company added.

Do you think this is the right time for Yahoo to focus heavily on video advertising? Can Flurry effectively boost Yahoo’s video ad platform?

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