(Bloomberg) -- Yahoo! Inc. is adding to its mobile lineup with the acquisition of analytics company Flurry Inc.

Yahoo is paying more than $300 million for the San Francisco-based startup, according to people with knowledge of the matter, who asked not to be identified because the talks were private. Flurry analyzes data from smartphone users so developers can better understand their audiences, and helps brands target ads on devices, giving Yahoo more pathways for mobile promotions.

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