NEW YORK and LOS ANGELES, April 22, 2014 /PRNewswire/ -- YP, the largest local ad platform in the U.S., today announced the expansion of its digital advertising portfolio to include programmatic display advertising for national advertisers by teaming up with OpenX, a global leader in web and mobile advertising technology. Under the terms of the multi-year agreement, OpenX will enable YP to optimize display inventory yield by integrating YP National Sales team's demand with Real-Time Bidding (RTB) and ad network demand in one unified auction for each impression across the web and mobile. The partnership is effective immediately.
YP continues to enhance its digital advertising portfolio by carving out new and valuable digital display inventory for national advertisers. In addition to market leading search and mobile capabilities, YP now has enhanced its owned and operated display inventory, including YP.com and an extended display ad network made up of hundreds of sites. OpenX's single, integrated technology platform will help unify YP's digital display inventory across mobile and the web, making it easy to buy and optimize for advertisers. This adds to the existing capabilities of YP's ad network, which connects businesses with more than 100 million local consumers1.
"Evolving YP's digital advertising offering is a core part of our strategy and now we have an enhanced way to sell and manage digital display inventory with a trusted partner like OpenX," said David Lebow, executive vice president and general manager, Digital Markets Group, YP. "This, combined with our recently launched mobile targeted display products, shows YP's commitment to serve national advertisers looking to reach local consumers through performance advertising."
OpenX's innovative technology, which handles trillions of ad transactions annually2, redefines the concept of yield optimization for leading online publishers such as YP. In addition to leveraging OpenX Ad Exchange and OpenX SSP, YP will also leverage OpenX Ad Server to deliver hyper-local targeted campaigns across all ad formats on all screens.
"OpenX is committed to helping digital media companies maximize their revenue and we're delighted to welcome YP as a partner," said Tim Cadogan, chief executive officer, OpenX. "Our selection by YP, a leader in the local advertising industry, is an especially encouraging endorsement of our ability to support major publishers across multiple screens on one platform. We're looking forward to working with YP as they embrace the benefits of programmatic."
This year, YP opened a new office in the heart of New York City – the epicenter of the advertising industry. The office is home to YP's National brand and agency sales team.
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 YPSM app and YP.com, which are used by more than 70 million visitors each month in the U.S.3 and The Real Yellow Pages® directory. For advertisers, YP is the leading local advertising solution to connect with the right consumers online, on mobile or in print. YP products and 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 Facebook: http://www.facebook.com/YP and on Twitter: @YP.
OpenX is a global leader in web and mobile advertising technology. OpenX's vision is to unleash the full economic potential of digital media companies through superior advertising technology. OpenX provides a comprehensive technology platform for publishers that includes one of the first and largest programmatic ad exchanges, a next generation supply side platform and fully featured ad serving. All these products are multiscreen and OpenX also offers one of the industry's most robust SDKs for app developers.
OpenX Technologies, Inc., a wholly owned subsidiary of OpenX Software Ltd., is based in Los Angeles and is backed by leading investors including Accel Partners, Index Ventures, SAP Ventures, and Samsung Venture Investment Corporation. OpenX is a trademark of OpenX Limited.
1 YP internal data, January 2014
2 OpenX internal data
3 YP internal data, January 2014