Yahoo CEO Marissa Mayer has previously said the Internet company would be focusing on mobile, and now it appears that one of the ways she hopes to make money off mobile is by selling ads that allow viewers to download apps. A Yahoo spokesperson said, “We’re testing in-stream ad opportunities with an initial group of advertisers who have mobile apps and want to connect directly with audiences across Yahoo mobile apps and sites. The purpose of these native ads is to help brands drive downloads of their mobile apps. These tests will begin to appear across all of our properties where in-stream ads run on iOS and Android devices.”
App-install ads have been successful on other platforms—notably Facebook, where ads resulted in 145 million app downloads last year.
However, Yahoo doesn’t have a particularly good track record with services for developers. It will shut down the Yahoo Application Platform, a service aimed at helping developers build Web apps, at the end of March.