- Yahoo is testing app install ads with an initial group of advertisers in hopes the move will jumpstart its mobile business.
- The current group of advertisers includes online gaming companies like Kabam, GREE, and Machine Zone, and Yahoo is also reportedly working on an app discovery service.
- Yahoo's plan mimics Facebook's shift to mobile with its own app download ads.
Because Facebook has been so successful in growing its mobile business with app download ads, it makes sense that Yahoo would test the waters. Although Yahoo claims to be a "mobile-first" company, there has been little action to support that claim. The app download ads could prove to be a big step toward validating its mobile business.