As it rolls out mobile web analytics, Flurry launches RTB Marketplace ad platform

US analytics outfit Flurry is broadening its core base, while also looking for more revenue opportunities.

Now integrated into over 300,000 native iOS, Android, Windows Phone and BlackBerry apps from more than 100,000 companies, it recently announced it's rolling out support for mobile web sites.

Developers can add Flurry's analytics for mobile web using a JavaScript SDK; something it says will take "just minutes".

"As 'Mobile-first and Web-second' becomes more than just a slogan, Flurry is opening up its platform to the mobile web," said CEO Simon Khalaf.

"We're focused on helping customers measure consumer behaviour across different platforms to provide a more 360 degree view," added head of product management, Brad Jones.

Matching buyers and sellers

While Flurry continues to be the market leading in-app analytics system, it's not ignoring the need to generate day-to-day revenues either.

Extending its advertising business, it's announced Flurry Marketplace.

Following the sector-wide trend, this employs a real-time bidding platform so advertisers and content companies can better optimise their businesses.

The marketplace will define available advertising inventory in terms of metrics such as the location, gender and age of the user, as well as their tastes and the application category in which adverts will be shown.

Obviously, Flurry's argument is its analytical smarts will give it an advantage in terms of having the best information about the audience of users engaging with Flurry-enabled apps and games.

Flurry reckons it tracks around a third of all daily native apps sessions.