Yahoo is currently hosting its first ever Mobile Developer Conference in San Francsico, and as part of the event, has revealed a new suite of services aimed at helping developers measure, advertise, monetise and enhance their mobile apps. The company has called the suite “an important step in Yahoo’s evolution as a mobile-first company” and hopes the new tools demonstrate its commitment to its growing business areas in mobile, social, and native and video advertising. Among the tools included in the suite are Flurry Analytics with Explorer, giving developers an easy-to-use data exploration interface that eliminates the need to build queries, wait for calculations or implement a new SDK. Yahoo acquired Flurry at the end of July last year. Also included in the Mobile Developer Suite are Yahoo App Publishing, which enables developers to monetise apps with high-quality native, video and display ads, and Yahoo App Marketing, a user acquisition and engagement tool that lets developers buy targeted ads across Yahoo’s network. Finally, there is Yahoo Search in Apps, which allows developers to easily integrate Yahoo Search directly into apps, and Flurry Pulse, which makes it easy for developers to share app signals with partners using the Flurry SDK. The suite combines technology from Yahoo, Flurry and Brightroll, the programmatic video platform which was purchased by Yahoo in November 2014. Yahoo has increasingly focused on mobile with both its acquisitions and internal projects since Marissa Mayer became CEO, with mobile now accounting for roughly a quarter of the company’s revenues.
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