Next month Marissa Mayer plans to unveil Yahoo’s plan to seriously take on Google and Facebook in the mobile advertising stakes, according to a report from The Information.
Sources familiar with the matter told the The Information that 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.
It will do that by combining Flurry — which, since it was acquired by Yahoo last summer, has been more focused on giving developers the chance to earn ad revenue from their apps — with Yahoo’s mobile ad buying platform Gemini. Beforehand, Gemini only offered ads across Yahoo’s own properties, but, if The Information’s sources are reliable, it will soon act as an ad buying platform to rival the likes of Facebook’s Audience Network and Google’s AdMob.
If Yahoo is to make a serious — and immediate — dent into Facebook and Google’s mobile advertising share, it can’t rely on its own content platforms alone, which is why this announcement is so significant.
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