Yahoo Introduces Flurry Personas to Yahoo Gemini

Yahoo has announced it has introduced Flurry Personas in Yahoo Gemini, its mobile search and native advertising marketplace. Flurry Personas are audience groups created based on behavioral and app usage data from Flurry Analytics, which Yahoo acquired last summer.

There are more than 40 Flurry Personas in all, including “Business Travelers” and “Social Influencers,” with these groups focused on consumers who are heavy users of particular kinds of apps.

To be specific, the system will allow advertisers to identify users based on the apps they use, but will also go one step further, qualifying those users based on how recent that heavy usage was, for even better results.

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