YP℠ Unveils New Product to Target Consumers Across Screens, Devices


With the continued increase of cross-device behaviors, advertisers have faced a challenge connecting an individual’s online search activity to other devices.  Today, YP, a leading local marketing solutions provider, is announcing the availability of a new product called Cross Device Retargeting that gives brands the ability to quickly reach relevant consumers across all of their devices with industry-leading accuracy.

YP has more than 80 million monthly users across its consumer search sites, (Internal Data, September 2014) and research shows YP searchers are more active across multiple devices, more likely to switch devices in the middle of the search and more inclined to make a purchase following their search*.  In fact, according to a comScore study commissioned by YP, 73% of YP searchers switch devices to complete their local business search.

Cross Device Retargeting, powered for YP by Tapad, the leading provider of unified, cross-device advertising technology solutions, gives brands the opportunity to extend the reach of their YP ad campaigns by turning online searches into highly targeted ads directed to those transaction-minded consumers across all of the consumer’s devices.

“National brands are trying to focus beyond location to precise behaviors.  Our products – from our core search to our mobile display products – help brands effectively and efficiently reach these local consumers,” said David Lebow, Chief Revenue Officer at YP.  “With cross device retargeting, we now have the ability to reach consumers at critical moments in the purchase process no matter the device they’re using.”

Here is how Cross Device Retargeting works: advertisers on YP choose a search category and other campaign parameters.  As a consumer searches on YP for a business in that category and then switches devices, targeted ads to that consumer will too – both within apps and on mobile websites.

“YP has consistently evolved its go-to-market strategy to best serve customers in today’s digital environment. Extending retargeting capabilities across devices is proof of YP’s dedication to consistent innovation as a marketing leader,” said Are Traasdahl, CEO and Founder of Tapad. “We look forward to combining the scale and efficacy of Tapad’s cross-screen identity solution with the exceptionally large user base of YP.”

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

In 2014, Tapad became the first dedicated cross-screen company in the Network Advertising Initiative (NAI), which is the leading self-regulatory association dedicated to responsible data collection and its use for digital advertising. Tapad was also the first company to sign on with Ghostery (formerly Evidon) and is a member-in-good-standing of the Digital Advertising Alliance (DAA).

For more information and to download the white paper, visit national.yp.com.


About YP

YP is a leading local marketing solutions provider in the U.S. dedicated to helping local businesses and communities grow. YP’s flagship consumer brands include the popular YP℠ app and YP.com, which are used by more than 80 million visitors each month in the U.S. (Internal Data, September 2014).  YP solutions include online presence, local search, display advertising and direct marketing.  YP solutions and services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning more than half a million advertisers.  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.

About Tapad

Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen**, the company offers the largest in-market opportunity for marketers to address the new and ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers, marketing technology companies and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens.

Backed by major venture firms, Tapad is based in New York and has offices in Atlanta, Chicago, Dallas, Detroit, Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto.

*comScore “YP Value Proposition Study Report,” October 2014, commissioned by YP
**Tapad commissioned Nielsen to test portion of data against 3rd-party panel. Testing took 2 weeks in October 2014.


Barrie Rosen

Landin King

Alison Crisci

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