YP Buys Behavioral Targeting Firm Sense Networks

Mobile advertising specialist YP has acquired Sense Networks, which uses location and behavioral data to deliver targeted mobile ads. Terms of the deal were not disclosed.

Sense's MacroSense platform receives streaming location data from mobile phones in real-time - currently 170 billion mobile user location points per month - then processes and analyzes it. The firm's offer includes a retargeting solution used to identify and reach shoppers with targeted ads when they are near specific retailers. Last year, the firm introduced a tool called 'mClick-to-Visit Analytics', which reports when a mobile user who has clicked on an ad makes a visit to the retailer's physical store. This tool measures the user's proximity to the store; works with Research Now Mobile to field real-time mobile shopper surveys; and uses the observed location data, survey results, and location-based behavioral features to make predictions about store visitors.

YP CEO David Krantz (pictured) says the move will leave his company 'better positioned to improve and grow our mobile advertising leadership through enhanced targeting to consumers.'

Web sites: www.corporate.yp.com and www.sensenetworks.com .