Yahoo officially rolls out app install ads on its mobile ad platform Gemini

After experimenting with mobile ads that promote app installs earlier this year, Yahoo is rolling out app install ads across its Gemini platform today, the company announced in a blog post.

The company said app install ads on Gemini’s network have the potential to reach 550 million monthly mobile users through Yahoo’s mobile websites and apps, as well as Tumblr. Advertisers can also pay a little extra to get their mobile app promotions featured on Yahoo’s recommendation platform, Yahoo Recommends.

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Yahoo first started testing app promotion in March of this year in the hopes of getting a larger slice of the mobile ad market. Gartner Research says it estimates global spending on mobile ads to hit $18 billion this year, with rapid growth coming in the years to follow. By 2017, Gartner says, the market is expected to grow to $41.9 billion.

With Yahoo fleshing out offerings on its Gemini ad platform and with its addition of mobile analytics tool Flurry, which it acquired earlier this year for $240 million, Yahoo stands to gain some of that market share its after.