Yahoo Adds Flurry Personas To Native Ad Targeting

Yahoo has added Flurry Personas consumer behavioral usage groups to its mobile search and native advertising marketplace Yahoo Gemini, to help businesses reach mobile users based on their app activity.

Last year, Yahoo acquired app measurement platform Flurry. Through Yahoo's latest initiative, advertisers can now use more than 40 Flurry Personas, such as 'business travellers' and 'social influencers', to reach the right mobile audiences through the Yahoo Gemini platform.

First the new service identifies users based on what apps they use, then it qualifies those individuals who are recent, heavy users of those apps, and creates a 'persona'. These personas are compiled from aggregated and anonymous usage data collected from Flurry's network of more than 200,000 apps.

Yahoo claims in a statement: 'In a test with a global CPG company, using Flurry Personas to target mobile campaigns created lift from five to twelve points for all major brand KPIs. Applying Flurry Personas caused a fourteen point lift in unaided brand awareness, a five point lift in purchase intent and a twelve point lift in brand usage compared to regular mobile campaigns.'

Web site: www.yahoo.com .