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In its third quarter earnings report, Cheetah Mobile announced that it had signed a global strategic partnership with Yahoo. However, not much was disclosed at the time about how the two companies would work together. Today, Cheetah Mobile revealed how it has incorporated Yahoo’s search and native advertising platforms within its own apps.
Among Yahoo’s biggest strengths are perhaps its search capability and advertising platform. What Cheetah Mobile has done is incorporate these offerings right into apps like Clean Master, CM Security, CM Browser, and CM Locker. As a result, Cheetah Mobile said that it’s seen revenue generated from Yahoo increase by 30 percent daily in its CM Security app — in just the first two weeks. While this is noteworthy, please take this percentage with a grain of salt, as exact figures were not provided.
Cheetah Mobile has incorporated Yahoo’s “Search in Apps” developer SDK, which lets you search from within its third-party apps. This includes making search available within the Clean Master security app, thanks to “hot corners” on Android devices, a special tie-in that makes it the default search engine on Cheetah Mobile’s CM Browser. The Beijing, China-based company has also incorporated Yahoo’s newly launched Search Buzz tool into many of its apps, allowing it to deliver the latest trending searches from across the Web.
In addition to adding a search feature, Cheetah Mobile wants to monetize its apps, and the company is doing just that through the use of Yahoo Gemini. This search and native advertising marketplace has already been implemented into CM Security, but will be rolling out to more of the company’s apps in the coming weeks. Cheetah Mobile says “this integration drives a smart, data-driven, and scalable approach, further increasing monetization while enhancing user experience with beautiful ads.”
The inclusion of native advertising in its suite of products is part of Cheetah Mobile’s broader strategy. In fact, the company sees the rise of ad blocking as a good thing, since it’s already ahead of the curve in terms of adopting native ads. “You cannot block native ads,” said Cheetah Mobile’s senior vice president Djamel Agaoua during a talk at the M1 conference. This ad format allows for advertising that almost looks like it fits in with the surrounding content, providing users with what could be a better experience.
Content from Yahoo News, Weather, and others will also be included in these apps to make them more relevant to end users.
Right now, only four apps from Cheetah Mobile’s portfolio have been integrated with Yahoo’s SDK: Clean Master, CM Security, CM Browser, and CM Locker. The company said that it’s going to be working on inclusions with more of its products in the future.
While this may not appear to be a big deal for Cheetah Mobile, it could be significant for Yahoo, since it’ll be serving native ads on applications that see heavy traffic and could glean some useful information about its users. As Yahoo seeks to become more dominant in the mobile advertising space, playing nicely with one of the world’s top app developers is a must. And for Cheetah Mobile, early results indicate that this partnership will be worthwhile.
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