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YP Turns the (Yellow) Page on Digital AdvertisingWho says you can’t teach an old dog new tricks?

Despite the antiquated nature of the printed phone book, the people behind the still instantly recognizable yellow pages are far from ancient in their adoption of new technologies that make local search and digital advertising as cutting edge as possible today.

As a result, YP — which remains the “largest local ad platform in the U.S.” — is stepping up efforts yet again to empower advertisers to supposedly turn insights into action.

How so? By applying retargeting capabilities, powered by DataXu, to YP’s 70 million users.

“With our enterprise software solution, we’re helping brands target the right consumer, and helping YP in the next stage of its growth as a business,” says Ed Montes, CRO of DataXu. “Over the past one hundred years, YP has advanced its advertising business from print to mobile to digital; this phase of the company’s evolution makes it an even more attractive property for leading advertisers.”

Representatives for YP tell NativeMobile that they now offer retargeting for online display advertising, to enable advertisers and agencies to extend their ability to reach YP’s proprietary audience across desktop, mobile and social; and to manage and optimize marketing investments seamlessly.

“Our commitment to serving national advertisers at a local level is stronger than ever,” said David Lebow, an executive with YP. “As we continue to evolve our organization and take advantage of best of breed digital technologies, we selected DataXu for their programmatic marketing platform, but also for their expertise and support of our efforts to help our advertisers identify and connect with the most relevant audiences.”

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