Mobile content delivery and advertising is going to be pushed up on the scale for Yahoo and its investors. The company has released developer tools in order to make an inevitable and very much needed change. The smartphone usage has grown considerably in the last couple of years and especially in the last four quarters. Also, the growth potential of the mobile advertising domain is grandiose, considering the results that have been registered in these particular months. As a consequence, Yahoo wants to get out on the market more and implement its roots and ideas just like its competitors.
The first mobile developer conference hosted by Yahoo has brought people to San Francisco with a lot of interest. There have been more than 1,000 people attending the event. The purpose is obvious: Yahoo needs to create a deeper bond with its developers and uplift its business agenda. Monetizing traffic and users is a priority and new tools provided by Yahoo have been brought into discussion.
Yahoo CEO Marissa Mayer is one of the most important pieces of puzzle in the area and she has made serious efforts in improving the user numbers for the search platform on the one hand and for the content on the other. Unfortunately, she has seen Yahoo lose a great deal of users to Facebook, Google, Whatsapp, Pinterest and many other platforms. As a consequence, she has recently told the reporters that she wants to develop the extension of Yahoo’s mobile platform, considering it is like a “fork point” in her effort to make the company even bigger and more important for smartphone and tablet users.
”Yahoo really fell behind the times in the evolution of mobile. I feel like we have really caught up now.”
As far as the numbers are concerned, Yahoo is far behind Google and Facebook: $768 million for the year of 2014, which is considerably less than any other platform. Both of these two companies already have wide-reaching mobile ad networks that are capable of distributing promotions to other services that are not their own. Of course, the partnerships are stronger with those platforms that have the power, so Yahoo is abandoned in many cases.
Prashant Fuloria, is an ex Flurry executive that now has the position of senior vice president of advertising products at Yahoo, said that:
“We are sharing a lot of great content alongside our partners and clients, and our main event is the launch of a new suite of products that makes it easier for mobile developers to analyze, monetize, advertise and enhance their apps.”
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