Yahoo announces new features for Flurry Analytics and warns that mobile ad space is slowing down this year

Anne Freier | February 22, 2016

Mobile Advertising

Last week, Yahoo hosted thousands of developers at the Yahoo Mobile Developer Conference at The Masonic in San Francisco to discuss the latest trends and predictions within the mobile space.
Yahoo CEO Marissa Mayer opened the conference highlighting new additions to Flurry Analytics, which now supports 250,000+ developers, with a reach of over 800,000 apps across 2bn devices and 10bn sessions daily. The company has generated around $200m in revenue from its App Publishing suite since its launch. Yahoo also delivered native ad business results, showing that it had grown to a one trillion ad-request run rate within just 12 months.
Additional Flurry Analytics features include faster options to analyse data through a platform technology update. The Flurry app now allows clients to access their dashboard from any iOS and Android device. tvOS Analytics support has been added to capture additional consumer time. The new Flurry dashboard further lets developers serve their ads directly to build better relationships with advertisers and manage their own traffic.
Yahoo expands Flurry Analytics features
Despite some positive announcements, Simon Khalaf, SVP of Publishing Products, Yahoo, warned that the mobile environment was slowing down. Whilst overall app usage grew 58%, we would now experience the 7-year itch of the mobile revolution, he said. Since hardware hasn’t changed much over the last few years, software is to drive the next wave of innovation in the mobile space. He explained:
simon khalaf

“It’s the seventh year, and there’s something about the number 7. With Web 1.0, it was the crash, so everyone is jittery. Mobile is growing so fast. There was a phenomenal growth year, but growth rates are declining. Year-over-year smartphone sales decline: 6 percent in 2014 to 2015, but it’s not growing as fast. Wall Street thinks that hardware is on the decline due to saturation, but there’s more opportunity in software. It’s the sign of a maturing industry. Those who sold bricks were punished, those who sold clicks were rewarded.”

He further called 2016, “a year of pause and reflection – the end of mobile 1.0” and said that only by the end of the year there’ll be signs of further growth, led by hardware, media, messaging and local markets.

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