YP Buys Local-Mobile Ad Platform Sense Networks

Location-based advertising provider YP has acquired Sense Networks for an undisclosed amount of money. Sense Networks was founded in roughly 2003 and evolved into a data aggregator and mobile ad targeting platform. It offers real-time bidding and inventory via mobile ad exchanges.

Sense Networks offers location, behavioral targeting and audience targeting capabilities. It also offers offline “store visits” measurement to advertisers.

Sense Networks caters primarily to national advertisers, while YP works primarily through not exclusively with small businesses. The acquisition will bolster the sophistication of YP’s platform and capabilities. It also signals a bigger push into the ranks of national mobile advertisers for the company.

According to YP, roughly $350 million of its $1 billion in digital ad revenue in 2013 came from mobile. Roughly 40 percent of YP’s local search traffic now comes from mobile devices.

YP was formerly part of AT&T. A majority interest (53 percent) was sold to Cerberus Capital Management in early 2012 for just under $1 billion.

On my personal blog Screenwerk, I offer some additional detail and discussion of the acquisition.