Yahoo Buying Mobile Start-Up Flurry For Its Data

Yahoo has confirmed to be acquiring Flurry, a mobile ad platform with real-time bidding feature. Following a slew of mobile start-up acquisitions, however, Yahoo’s interest in Flurry might be more than just for their mobile products and resources. Along with its ad exchange platform, Flurry also offers a mobile analytics platform popular with app developers, with nearly half a million apps on iOS and Android employing Flurry’s tool to track how people are using their apps. Therefore, Flurry hoards a considerable amount of the valuable behavioral data that Yahoo desperately needs to jump-start its mobile business.