Revenue from the division Yahoo calls MaVeNS (mobile, video, native ads, and social), a key focus, rose 7 % in the first quarter, but that was seen as a disappointment after the category rose 26 % in the quarter before.
On mobile, the rise of rewarded video ads has been a boon, especially as this converts the large download numbers some of Vector Unit's games have racked up into revenue.
While adrevenue in mobile games is expected to rise from $ 87 million in 2010 to $ 894 million in 2015, it will still be dwarfed by download and in - app purchase revenues.