Yahoo is trialling new mobile app install advertisements for smartphones or tablets that prompt users to download applications into their devices from third party app developers, similar to Facebook.
The new trial is being carried out within Yahoo’s mobile properties’ content feeds, including Finance, Mail, Weather, and Search, for both iOS and Android powered devices.
Yahoo spokesperson was cited by Adage as saying that the company has started 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," spokesperson added.
"These tests will begin to appear across all of our properties where in-stream ads run on iOS and Android devices."
With the latest trial, Yahoo is planning to transform its homepage into an app platform, dubbed ‘Touchdown’, which is also currently under trial.
The internet major’s step towards app ads forms part of its product development plans, on which it invested around $1bn last year to strengthen its media, news and entertainment offerings to boost advertisers and consumer service.