Analytics specialist aims to mine the data in 160k apps.
Flurry has always offered a mobile ad network but is far better known as an analytics cruncher. Indeed, it says Flurry Analytics currently aggregates metrics from over 160,000 applications across more than 500 million devices.
So now Flurry is using this data goodness to take ad targeting to what it believes is a new level of accuracy. It claims AppSpot will give publishers the ability to segment their audience and sell higher-value, targeted campaigns to advertisers, agencies, direct advertisers and advertising networks.
Meanwhile advertisers can target the segments that matter most to them and improve ROI.
Flurry is also launching a range of complementary service around AppSpot.
* Premium Media Sales Service
Flurry's global sales team will represent publisher inventory in large-scale guaranteed media buys, allowing publishers to capture more value for their audiences with less effort.
* Managed Network Optimisation
Flurry's yield management experts will optimise network allocations using advanced targeting and historical hourly payout behaviour.
* Free Ad Serving and Mediation
Only when publishers enable premium targeting for their advertisers does Flurry charge a fee.
Simon Khalaf, CEO of Flurry, said: "In online, there are simply too many moving parts between the advertiser and the publisher, including ad servers, ad exchanges, supply side platforms, demand side platforms and data management platforms. In the app advertising world, Flurry AppSpot delivers an optimal path between advertisers and publishers, adding in ground-breaking targeting and analytics."
Flurry research says time spent on apps is more than 20 times greater than the relative advertising budget spent on mobile.
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