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Yahoo unveils its new mobile development suite for app makers

Recently at Yahoo’s first mobile developer conference, the tech giant unveiled its new Yahoo mobile development suite, a new set of tools for app makers that combines Yahoo’s Flurry analytics platform, the BrightRoll and Gemini ad networks, and Yahoo search, reports Mashable.

Recently at Yahoo’s first mobile developer conference, the tech giant unveiled its new Yahoo mobile development suite, a new set of tools for app makers that combines Yahoo’s Flurry analytics platform, the BrightRoll and Gemini ad networks, and Yahoo search, reports Mashable.

“Today is about building innovative, game-changing applications,” said CEO Marissa Mayer when she took the stage. Now, rather than just make them itself, Yahoo is providing the tools for developers to build, grow, and earn money on their own apps. This is Yahoo’s “ads in dev’s clothing” strategy to convince app makers to buy and host its ads.

The suite is comprised of five products: Flurry Analytics, Flurry Pulse, Yahoo App Publishing, Yahoo Search in Apps and Yahoo App Marketing.

The mobile analytics platform Flurry, which Yahoo acquired last year, has 200,000 app developers on its platform who have built 630,000 apps that reach 1.6 billion devices. Yahoo meanwhile now has 575 million monthly mobile visitors to its properties and hit $1.2 billion in mobile revenue in 2014, as it predicted.

According to the Mashable report, Flurry Analytics is the refreshed version of Flurry’s existing analytics service, which provides developers with insights into how people are using their apps. Flurry Pulse is a new software development kit (SDK) that lets developers easily share Flurry’s insight’s with partners, and Yahoo Search in Apps provides better integration of search tools within apps.

For Yahoo, the two most significant parts of the developer suite are Yahoo App Publishing and Yahoo App Marketing, which leverage the company’s BrightRoll and Gemini advertising platforms. Gemini combines native, video and social advertising.

“We learned a lot at Yahoo in our transformation from banner ads to native advertisements,” Yahoo CEO Marissa Mayer said during her opening keynote at Thursday’s event. “Advertisers have clear goals. Yahoo really strives to take the power of ads and ad targeting to mobile. It’s no surprise there’s huge demand for mobile advertising.”

Yahoo App Publishing is an ad platform that gives developers ways to integrate native ads from Yahoo and BrightRoll into their apps. Likewise, Yahoo App Marketing lets developers use Gemini to target new users.

According to the Mashable report, the goal of all these tools is to lure developers with effective monetization tools while also increasing the reach of Yahoo search and ads. The goal of all these tools is to lure developers with effective monetization tools while also increasing the reach of Yahoo search and ads. Mayer has increasingly focused on search, particularly on mobile, since she took over as CEO of the company in 2012.

Mayer also touted her success in getting Yahoo to focus on mobile, which she described as a “hobby” for the company prior to her arrival. Yahoo now has more than 500 people working full-time on mobile (outside of Flurry), according to Mayer. Yahoo’s revenue from mobile ads grew to $254 million last quarter, accounting for 20% of the company’s total revenues — a significant increase but still well behind competitors such as Facebook and Twitter.

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