Yahoo Gemini Adds Over 40 Flurry Personas To Native Ad Targeting

Yahoo is enabling persona targeting in Gemini to help advertisers reach particular mobile audiences via native advertising.

Powered by Yahoo-owned Flurry, which tracks user behavior across roughly 650,000 apps, the personas are based on behavioral data of heavy app users and comprise more than 40 audiences such as “Business Travelers” and “Social Influencers”.  Flurry persona targeting data comes in addition to Yahoo data, first-party CRM data and third-party data already available. Persona memberships are updated bi-weekly.

The addition of persona targeting in Gemini marks another integration of Flurry into Yahoo products since the mobile ad network and analytics company was acquired in July 2014. Flurry’s in-app video inventory became available on Yahoo ad platforms in November, and Flurry’s analytics tools are foundational tools in the new Yahoo Mobile Developer Suite announced at Yahoo’s first developer conference , held in Feburary.

Gemini, Yahoo’s marketplace for mobile search and native ads, launched in February 2014 as part of the company’s self-serve Yahoo Ad Manager. Ads can run across the mobile Yahoo Network, which includes Tumblr Sponsored Posts.