Ginny Marvin on November 18, 2014

 

Yahoo announced today that it is integrating Flurry’s in-app video inventory into its ad platforms. Yahoo acquired Flurry in July for its reach across mobile apps and ad targeting capabilities. The integration allows advertisers to buy mobile video inventory on Flurry’s app network as well as its exchange through Yahoo Ad Manager Plus, which encompasses display, stream ads, mobile, search video and display ad inventory. Flurry also offers persona targeting capabilities and says it already serves more than 100 million video ads each month to more than a billion devices globally. Advertisers can buy :15, :30 or :60 second interstitial ads by audience, channel or show. Video is a key part of Yahoo’s strategy for reviving its ad business. With the Flurry integration, Yahoo now claims to be the “the largest provider of video ad inventory in the industry” — and this comes before it closes its acquisition of programmatic video platform, BrightRoll, early next year. Flurry also released some surprising insights on the amount of time users are spending on mobile devices that underscores why Yahoo is moving heavily into video. Read our coverage here.