Yandex NV (NASDAQ:YNDX) Gets Into Mobile Analytics
Yandex NV (NASDAQ:YNDX), the Russian answer to Google Inc (NASDAQ:GOOG), is taking its mobile offerings to a whole new level. In the latest move, the company is getting deeper into mobile analytics. Yandex has rebranded its mobile analytics platform Yandex.Metrica to AppMetrica and also added more capabilities. In a way, the revamped AppMetrica could pose a serious competitive challenge to Yahoo! Inc. (NASDAQ:YHOO)’s mobile analytics offerings, such as Flurry and Adjust.
Yandex is out to try and stamp its authority in the mobile analytics space, hoping to deliver real-time analysis of ad performance and traffic tracking. According to Yandex, AppMetrica is being rendered as a single suite for various mobile analytic functions. Already, Yandex says that AppMetrica processes about a billion in-app functions every day.
AppMetrica is a cross-platform analytics tool. It is available on Google’s Android platform as well as Apple Inc. (NASDAQ:AAPL)’s iOS. You can also use the tool on Microsoft Corporation (NASDAQ:MSFT)’s Windows Phone for real-time analysis.
Already, Yandex NV (NASDAQ:YNDX) has integrated AppMetrica with mobile ad networks such as Vungle, AdColony, Millennial Media and InMobi. Although AppMetrica comes with preloaded mobile ad networks, users can also manually integrate the tool with other traffic sources.
In addition to helping with the understanding of the progress of ad campaigns, developers can also tap into AppMetrica to get a better understanding of traffic quality. Because AppMetrica has built-in deep linking technology, marketers can obtain raw data from the app for in-house uses, such as custom reports.
The revamped AppMetrica will certainly give the likes of AppsFlyer, Localytics, Flurry and Adjust a run for their money in the mobile analytics space. Some of the factors that make AppMetrica a potential threat to existing mobile analytics is that the tool is available free of charge across multiple mobile platforms. Moreover, at a greatly reduced cost, you can use AppMetrica for ad tracking.
Yandex NV (NASDAQ:YNDX) is planning more enrichment of AppMetrica, hoping to add the capability to export data to other platforms.
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