“Video ads have a role to play across the entire conversion funnel,” Fuloria said.
But all ad formats will be equal in the Gemini marketplace – until the auction, that is.
“Gemini selects the best ad to show any any point in time. That ad could be a native ad with static elements or it could be a video,” Fuloria said. “Whatever ad has a better performance chance in terms of engagement, monetization and quality, that’s the ad we serve for that moment.”
Developers and advertisers will be able to tap into all of Yahoo’s usual targeting bag of tricks, including search, mail and content consumption data, as well as mobile insights from Flurry.
In fact, it’s the targeting aspect that Fuloria said sets Yahoo apart from players like Facebook and Twitter, which have already been selling native video for some time.
“The video app install ads we’re launching in Gemini bring all of the learnings, technology and data from Flurry to drive app installs and app marketing on Gemini,” he said. “What differentiates what we’re doing is that we’re looking at user behavior, not just in one app or on one social network or in one game – but across a variety of apps. Any app that is using Flurry.”
And that’s not a negligible number. Flurry's targeting is based on the intelligence it gathers from the 700,000 apps that have its analytics SDK installed.
Flurry and Gemini form the cornerstone of Yahoo’s vision: to be a mobile-first company. Yahoo took its first major step in that direction with its Mobile Developer Suite, announced at the company’s first mobile dev conference in February. Fuloria said that Flurry analytics has seen good penetration since the suite launched and that there are some publishers using it as their primary source of demand and monetization.
On Yahoo’s Q1 earnings Monday, CEO Marissa Mayer reiterated her dedication to MaVeNS, the four core components of Yahoo’s turnaround story: mobile, video, native and social. Although mobile revenue did grow year-over-year to $234 million in Q1, up 61%, it dropped a bit quarter-over-quarter from $254 million.