Mobile advertising and analytics platform Flurry recently released "interest segments" based on consumer usage. There are more than twenty “Flurry Personas,” audiences with a particular interest including business travel, parenting and fashion to name but a few.

App developers using Flurry analytics can segment/measure their audiences (conceivably by building new features or content for that group specifically) and potentially increase their eCPMs thanks to a better quality of inventory. Advertisers too should pay particular attention to Flurry Personas. Since Flurry is an ad network, advertisers using the network can determined interest-based mobile targeting can positively influence engagement and conversion metrics.

“Digital media buyers always have a target audience in mind before executing serious ad buys,” said Simon Khalaf, Flurry president and CEO. “Without the ability to effectively target across mobile app audiences, they will simply allocate their ad budgets elsewhere. We believe that Flurry Personas will help media buyers strongly increase ad spending on mobile app audiences.”