Yahoo is planning to combine its mobile analytics platform Flurry and mobile ad buying platform Gemini next month, as the firm continues its efforts to compete with Facebook and Google in the mobile ad market.
According to a report in The Information, Yahoo will announce a self-service platform for marketers to place ads across the Flurry mobile app network — which includes major app publishers such as The Guardian and games developers such as Pocket Gems and Glu — at its inaugural mobile developers conference in February.
The new service will let advertisers place ads in apps.
The company has been aggressively hiring additional staff for its mobile ad team for the past few months, and is planning a revamp of its ad services in 2015.
This is just the latest of many calculated moves by Yahoo in the mobile space over the past few months.
Under the leadership of Marissa Mayer, Yahoo has begun to transform its business into a more mobile-focused company, using canny acquisitions to bring expertise and tech into the firm.