App developers can promote apps across the Yahoo Network, including Tumblr and Yahoo Recommends.
Like Facebook, Twitter, and eventually Google before it, Yahoo has launched app install ads throughout its network.
Placed through Yahoo Gemini, the company’s mobile and native ad marketplace available through Yahoo Ad Manager, app marketers can now run app install ads on Yahoo mobile sites, Tumblr and Yahoo apps and on other sites via Yahoo Recommends. The company says its app install ads can reach more than 550 million monthly mobile users.
The pricing model is pay-per-click, with advertisers paying on each ad click as opposed to a cost-per-action model in which advertisers only pay on each app download.
Yahoo provides analytics for developers through Flurry, the app analytics and in-app ad network and exchange that it acquired in June. In November, Yahoo integrated Flurry’s in-app video inventory into Yahoo Ad Manager Plus.
App install ads have become big business as developers look for ways to grab attention amid millions of other apps on the app stores. Despite being late to the app install ad party, there is opportunity for Yahoo here. Earlier this month, eMarketer predicted that Yahoo’s mobile ad revenue will exceed Twitter, making it the third largest mobile ad company in the U.S. next year with 3.74 percent market share. (Google and Facebook are, expected to lose a bit of share each, but remain dominant leaders with projected market shares of 35.7 percent and 16.7 percent, respectively.)
Yahoo’s mobile growth is attributed in large part to the Flurry acquisition. The company is also expected to close on its purchase of web and mobile app video ad platform, BrightRoll, in Q1 of next year.