Flurry (company)
| Company type | Subsidiary |
|---|---|
| Industry | Mobile analytics, advertising, monetization |
| Founded | 2005 |
| Founder | Sean Byrnes, Dan Scholnick, Gabriel Vanrenen |
| Headquarters | San Francisco , United States |
Area served | Worldwide |
Key people | Simon Khalaf (CEO), Prashant Fuloria (Chief Product Officer) |
| Products | Flurry Analytics, Flurry for Advertisers, Flurry for Publishers |
Number of employees | 150 |
| Parent | Yahoo! Inc. |
Flurry is a United States-based company specializing in mobile analytics, advertising, and monetization, established in 2005. It provides a comprehensive platform designed to evaluate user engagement with mobile applications, alongside advertising solutions for in-app campaigns and monetization tools. Each month, Flurry analyzes approximately 150 billion app sessions, monitoring activity across platforms such as iOS, Android, HTML5, and JavaME.
Since its founding, Flurry has secured $65 million in investment capital and collaborated with Research Now to develop a database of mobile user panels. The company maintains offices in San Francisco, New York City, London, and Mumbai, employing roughly 150 professionals. Leadership includes CEO Simon Khalaf and Chief Product Officer Prashant Fuloria.
In July 2014, Yahoo! Inc. acquired Flurry for a reported sum between $200 million and $300 million, bolstering Yahoo!'s mobile advertising and analytics offerings. The company's revenue model centers on utilizing data-driven insights to enhance app monetization and advertising effectiveness for developers and marketers.
History
Established in 2005 by Sean Byrnes, Dan Scholnick, and Gabriel Vanrenen, Flurry initially focused on premium mobile applications targeting emerging markets. However, recognizing difficulties in generating revenue through advertising in these areas, the company shifted its focus to creating a universal analytics platform.
The launch of the iPhone and its App Store significantly accelerated Flurry's growth, positioning it as the premier analytics provider for mobile applications. Its market dominance was further solidified by merging with New York-based Pinch Media, collectively capturing nearly 80% of the mobile analytics sector.
Flurry Analytics
Flurry Analytics equips businesses with advanced tools to interpret consumer behavior through data analysis. Key functionalities include user segmentation, conversion funnel tracking, and portfolio management. Segmentation distinguishes between paying versus non-paying users or light versus heavy app users. Customized funnels monitor user conversion patterns and trends. Portfolio analytics assist companies in managing multiple applications by analyzing user overlap and supporting up-sell and cross-sell initiatives.
Flurry for Advertisers (formerly AppCircle)
Utilizing data from 1.3 billion active devices monthly, Flurry for Advertisers enables brands and app marketers to segment and precisely target audiences within applications. The platform classifies consumers into behavioral Personas, facilitating accurate delivery of promotional content and brand advertisements.
Flurry for Publishers (formerly AppSpot)
Flurry for Publishers is a monetization platform driven by data that helps mobile app publishers generate advertising revenue. It provides services such as ad serving, network mediation, targeting capabilities, and comprehensive reporting. The platform features a real-time bidding marketplace based on auctions that employs Flurry’s data to optimize the buying and selling of ad inventory on an impression-by-impression basis, thereby maximizing revenue potential for app publishers.