YP Jumps into Display Ads for Mobile
Local search and advertising company YP is starting the New Year with a focus on mobile display advertising, as the company has acquired Sense Networks in a move that will enable YP to grow its mobile advertising offerings.
In fact, with the integration of Sense’s technology, YP will be able to expand its search capabilities with mobile display, which will improve the mobile experience for both consumers and local advertisers. Plus, the integration will enable YP to offer highly effective products for national advertisers who are seeking local results.
“We are excited to acquire Sense’s cutting-edge targeting technology and its talented team to deliver relevant local advertising to consumers who increasingly connect on mobile,” said David Krantz, CEO of YP. “YP is the largest digital local advertising network in the U.S., generating more than $1 billion in digital ad revenue each year, with more than a third of that from mobile. With Sense’s technology, YP will be better positioned to improve and grow our mobile advertising leadership through enhanced targeting to consumers. We expect to continue to make technology acquisitions and plan to aggressively maintain and build on our mobile advertising leadership.”
It is important to note that YP had a previous partnership with Sense, however, the acquisition will bring the Sense team, targeting technologies and consumer information of behavioral and lifestyle attributes to the YP platform.