Yahoo’s Big Mobile Ad Play Is Coming

It’s no secret Yahoo has been setting its sites on mobile. The company, under Marissa Mayer’s leadership, has been taking steps to build up its mobile capabilities and began reporting on mobile ad revenues separately in Q3 2014. The Information now reports that the company has been beefing up its mobile ads team and will announce an overhaul of its mobile ad products at a developer conference in February. In that Q3 earnings report, Yahoo showed mobile earnings accounted for 17 percent of total revenue and projected $1.2 billion in annual mobile revenue through 2014. Since then, the company began integrating access to inventory from Flurry — the in-app ad network and analytics platform Yahoo acquired in July — into its ad platforms, began offering app install ads across its network (including Tumblr) through Gemini, its mobile search and native marketplace. and closed its acquisition of leading video ad platform, Brightroll.