Yahoo is boosting its mobile business with the acquisition of Flurry

Yahoo has reached an agreement to acquire Flurry, a mobile analytics company, as part of a push to grow its advertising revenue within its mobile products. Flurry provides tools that help developers and publishers learn more about who’s using their apps in order to better target them with ads. The information, including gender, age and location, helps Flurry play digital matchmaker between publishers and advertisers. The technology can be used to place banner, full-screen and video ads.

Yahoo has confirmed it’s buying the mobile ad exchange Flurry, a move that could augment Yahoo’s still-waning position in the mobile advertising market. The companies did not disclose financial details but reports have cited a purchase price of several hundred million dollars. “We have reached a definitive agreement to acquire Flurry, the industry leader in mobile analytics,” Yahoo said in a blog post. It said the purchase ”reinforces our commitment to building and supporting useful, inspiring and beautiful mobile applications and monetization solutions.” Flurry is one of the biggest mobile ad firms in operation with a reach so vast it tracks more mobile phones than Google or Facebook. Such an acquisition would boost Yahoo’s ambitions to be a “mobile first” company, after it has struggled to match the growth of mobile ad revenues at rivals Facebook and Google.