YP Expands Digital Advertising Portfolio For National Brands, Announces Retargeting for Online Display

NEW YORK and BOSTON, July 21, 2014 /PRNewswire/ -- YP, the largest local ad platform in the U.S., aims to empower advertisers to turn insights into action by applying retargeting capabilities, powered by DataXu, to its 70 million "doers" using search history to identify and connect brands with a qualified audience across the web.  YP offers 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, EVP and GM, Digital Markets Group, 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."

This new offering, powered by DataXu's proprietary realtime decision engine, meets the increasing demand of YP's national advertisers looking to reach local consumers at scale, and enables these brands to access and retarget YP's proprietary audience of more than 70 million monthly users. With YP's market-leading search capabilities and its advanced mobile location-based behavioral targeting solution, added to its digital advertising portfolio earlier in 2014, YP is furthering its position as a leading provider of digital advertising solutions.

"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," said 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."

In its use of targeted advertising, YP follows industry-standard privacy practices by taking responsible measures to secure any personal information of YP users collected through its sites, while still providing them with products, services and communications relevant to their interests. Users are able to manage the use of their information by opting-out of retargeted YP advertising. YP's privacy policy and practices are TRUSTe certified.

About YP
YP is a multi-billion dollar business operating the largest local ad platform in the United States that connects consumers to businesses and helps local businesses and communities grow. YP's flagship consumer brands include the popular YP(SM) app and YP.com, which are used by more than 70 million visitors each month in the U.S. (Internal Data, June 2014), and The Real Yellow Pages® directory. YP solutions include websites, listings management and reputation monitoring, video ads, search engine optimization, search engine marketing, advertising on YP and the YP Local Ad Network, online display and mobile advertising, and advertising in The Real Yellow Pages® directories.  YP services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning 575,000 businesses. For more information on YP, visit us at http://corporate.yp.com. Follow us on Twitter:@YP and @YP4advertisers

About DataXu
DataXu is transforming the way companies build their brands in a digital world through the industry's only fully integrated programmatic marketing solution. The DataXu Platform offers cloud based software that leverages data science to help enterprise marketers better understand and engage consumers throughout the buying journey, and optimally manage marketing investments for more efficient and effective customer acquisition strategies. With 11 offices in eight countries, DataXu services more than 700 brands across the globe. For more information, visit www.dataxu.com or follow us at twitter.com/dataxu.

SOURCE YP

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