Cerberus-backed YP acquires Sense Networks


directory-phone-book-yellow-pagesPrivate equity-backed online yellow pages directory YP has acquired mobile advertising business Sense Networks.

YP said Sense’s technology would enable it to “deliver differentiated targeted mobile display capabilities to advertisers and unlock additional opportunity in the rapidly growing mobile advertising market.”

YP, which is backed by Cerberus Capital Management, is currently second-largest mobile advertising company in the US, according to IDC.

Sense’s owners included venture capital firms Intel Capital and Javelin Venture Partners.

YP CEO David Krantz said, “We are excited to acquire Sense’s cutting-edge targeting technology and its talented team to deliver relevant local advertising to consumers who increasingly connect on mobile.

“YP is the largest digital local advertising network in the U.S., generating more than $1bn in digital ad revenue each year, with more than a third of that from mobile.

“With Sense’s technology, YP will be better positioned to improve and grow our mobile advertising leadership through enhanced targeting to consumers. We expect to continue to make technology acquisitions and plan to aggressively maintain and build on our mobile advertising leadership.”

Late last month it was reported that Cerberus was exploring ways that its LPs can exit gunmaker Freedom Group.

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