Canadian digital media and marketing solutions company, Yellow Pages Limited, just announced it has acquired ad tech provider, JUICE Mobile, for $35m to expand its programmatic features. The deal closes on 17. March 2016, subject to ordinary closing conditions. It is being funded by liquidity on hand and will not impact the company’s ability to repay $100m in Secured Notes in 2016.
JUICE Mobile provides a range of ad and publisher solutions
Brands have been jumping on the programmatic trend for their mobile ad campaigns as of late. As mobile gains momentum, programmatic is set to overtake non-programmatic mobile ads in Canada in 2016.
Julien Billot, President and Chief Executive Officer, Yellow Pages Limited, explains:
“The acquisition of JUICE Mobile positions Yellow Pages as a leader in national advertising, significantly expanding our reach of brands and media publishers and providing us with the technologies required to fulfill mobile advertising on their behalf. New forms of mobile advertising need to also be readily available to small and medium-sized businesses at the local level. By leveraging JUICE Mobile’s technologies, platforms and audiences, Yellow Pages will equip Canadian SMEs with mobile programmatic solutions that are designed with their specific needs in mind and help them compete in the evolving digital marketplace.”
Programmatic direct and real-time bidding platforms from JUICE allow marketers to buy and sell mobile ads more effectively. Its programmatic direct platform, Nectar, is one of Canada’s largest mobile futures marketplace that offers brand-safe and guaranteed impressions from mobile publishers. With Swarm, JUICE facilitates real-time bidding.
Since 2010, JUICE has successfully leveraged its mobile ad platform and extended its relationships. The company says it now serves 300+ Fortune 500 customers across North America. Its mobile media publisher network generates 11bn impressions a year. Revenues at JUICE exceeded $25m in 2015 after organic growth of 110%.
It was named Canada’s 15th fastest growing company in Deloitte’s 2015 Technology Fast 50. In addition, JUICE has been busy extending its service to the US market, which now represents 15% of its consolidated revenues.
Mr Billot adds:
“The acquisition of JUICE Mobile is highly complementary to our business. This transaction will allow Mediative and JUICE Mobile to access rich technologies and a growing and unduplicated network of agencies, brands and audiences to buy and sell mobile advertising at scale. The transaction will also accelerate Yellow Pages’ monetization of local mobile audiences, leveraging JUICE Mobile’s publishers and advertising platforms to deliver more targeted hyperlocal mobile advertising campaigns to SMEs nationwide.”