YP is a local search and advertising company that is owned by Cerberus Capital Management and AT&T. The company was formed in 2012 when the Yellow Pages were bought from AT&T by the private equity firm for $950 million. While YP is one of the largest mobile ad companies in the country, they have been fairly quiet when it comes to any major changes or acquisitions up to this point. On Monday, however, they announced that they have acquired Sense Networks, which is another mobile ad company.
The acquisition was for an undisclosed amount of money. The deal, however, brings in Sense Networks, and its entire staff, into YP. Sense Networks is known for mining location and behavioral data, which YP will be able to use to provide more accurate and targeted advertisements to their customers.
YP’s chief executive, David Krantz, said “We expect to continue to make technology acquisitions and plan to aggressively maintain and build on our mobile advertising leadership.”
YP continues to be a leader in local advertising options, competing with Google, Yelp and Citysearch for the local market. This purchase may help to improve the already attractive services that they offer to their customers. YP did more than $1 billion in revenue last year.