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A Yahoo! spokesperson confirmed that
in-stream ads are being tested within an initial group of advertisers
that sell mobile apps and want to present them to Yahoo's audience.
Some of them are online gaming companies Kabam, Free, and Machine
Zone.
The advertisements seem to be a part of
Yahoo!'s broader mobile strategy that would see the former search
giant gain leverage on the thriving mobile market. So far, the
company hasn't fully utilized the opportunity in has in the mobile
space. Last year, the company said that half of its traffic comes
from smartphone and tablet users, but mobile revenue "is not
material".
In addition to app install-ads, Yahoo! possibly plans to turn part of its homepage into an app platform,
tentatively called "Touchdown." It will serve to point the
landing page's large amount of traffic at an app-discovery service or
some kind of proprietary app-store.
sources: AdAge
and Re/Code
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