“We’ve got this really cool thing – we’ve got the data. Lots and lots of data,” Fuloria said.
Roughly 575 million of Yahoo’s approximately 1 billion users access Yahoo content via mobile. Flurry’s SDK is integrated into 630,000 apps, giving it a presence on 1.6 billion devices. All of that data ostensibly flows into Yahoo’s personalization engine, the same one that recommends content based on behavior and powers Gemini, Yahoo’s native and search marketplace. “We treat ads as we treat content,” noted Fuloria.
But while the suite and data access are clearly necessary moves for Yahoo, there’s nothing too revelatory about the announcements.
Its large audience notwithstanding, for Yahoo’s mobile aspirations to hit paydirt, developers need to get on board. Although Yahoo has expanded its mobile head count from 50 two years ago (when according to Mayer it was more of a “hobby” than a business driver) to around 500 today, Facebook and Twitter are arguably far ahead of the game.
But Fuloria is optimistic.
“Today is about the future of Yahoo as a mobile platform, about the future of Yahoo as your mobile partner,” said Fuloria, addressing the audience of about 1,000 mobile developers, referring to Yahoo’s access to cross-device user behavior as one the “best kept secrets in Silicon Valley.”
“The insights Yahoo has into its users and their daily habits across devices is virtually unparalleled – are you surprised? Well, think about it,” Fuloria said. “With Yahoo, we have great insight into how you view content – news, finance and sports – and thanks to Yahoo search, we understand your intent.”
Perhaps. Although some might contend that Yahoo still has a bit of an identity crisis in terms of where it stands from a product perspective, the combination of mobile and search through Gemini could be an interesting differentiator for Yahoo. Since Yahoo integrated search into the Yahoo app, users have increased their in-app searching fourfold.