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LSA Members in the News: YP, xAd, Sonata, UpSnap, NinthDecimal

Here is a roundup of news summaries featuring news or announcements related to LSA members. If you’re an LSA member and want to be featured in coming editions of this post, email us with a link to your news. If you’re not a member, click here to learn more about LSA Membership.

YP Integrates with Uber to Drive Local Consumers In-store (April 9, 2015)
Press Release: “YP, the go-to local search destination for more than 70 million* people across the U.S., today announced a new integration with Uber – the nation’s leading on-demand ride-hailing service, to shorten the time between searching for a local business and getting there to make a purchase. YP will represent Uber’s first API integration with a local search site. Consumers searching within the YP℠ app for local businesses such as a hardware store or a movie theatre in the Uber service area will now be able to request an Uber car directly from the YP business listing page, ultimately taking them from research to ‘on my way’ within minutes.”

xAd Launches Blueprints To Track In-Store, Not Just Near-Store, Visits For Location Marketing (April 8, 2015)
Marketing Land: “Mobile location advertising technology firm xAd introduced Blueprints on Wednesday as a solution aimed at giving media buyers peace of mind that their messages resulted in a store visit or sale. xAd says that Blueprint’s technology derives place data based on physical boundaries of business locations (the blueprint outline of the outside of a store), as opposed to navigational system data that captures the area around a street address.”

Sonata Targets Socio-Demographic Groups to Improve Ad Relevance (April 8, 2015)
LSA Insider: “. . . Using location data, Sonata enables advertisers to connect with consumers on a local level through relevant messaging that results in increased foot traffic. Sonata´s technology leverages outdoor and indoor geo-enabled signals to effectively build a physical presence history. When the signals are matched against environmental, social and contextual factors, Sonata is able to accurately pinpoint, target, and serve ads to socio-demographic clusters and individual users.”

Dex Media Successfully Completes Bank Debt Repurchases (April 8, 2015)
Press Release: “Dex Media, Inc., one of the largest national providers of social, local and mobile marketing solutions through direct relationships with local businesses, today announced that Dex Media West, Inc., its wholly-owned subsidiary, successfully repurchased bank debt below par and will retire approximately $7.9 million in principal amount of bank debt for approximately $6.5 million in cash consideration.”

UpSnap‘s CEO Bruce Howard to Present at 2015 Local Search Association Conference (April 7, 2015)
Press Release: “UpSnap is pleased to announce that Bruce Howard, Chief Executive Officer of the Company, will present as a panelist at the 15th Local Search Association Conference on Tuesday, April 21, 2015 at 10:30am PDT at Loews Hollywood Hotel in Hollywood, California. The 2015 Local Search Association Conference offers a 360 degree view of what’s going on today in local digital marketing with a host of speakers, session topics and formats that offer deep insights into the latest local marketing trends. Mr. Howard’s roundtable discussion will feature media executives discussing their failures, missteps and what valuable lessons were learned from these mistakes.”

#MoData Video by UBL & Advice Interactive Increases Awareness About Location Data Accuracy for Business Owners (April 2, 2015)
Press Release: “UBL Interactive, Inc. and Advice Interactive, leading providers of local search and business listings management solutions for channel partners, national brands, SMB resellers and multi-location businesses, unveiled their I’m All About That Data music video last week and the #MoData buzz is still whirling around their offices and on the Internet. Bernadette Coleman, CEO of Advice Interactive Group, said, ‘Our goal with this video is to promote the importance of accurate local data and to make sure business owners understand how they can take their data back.’ Bernadette and her team definitely put their hearts into the making of this video, with many of team members assisting in writing the song, producing the video and performing with the dance crew.”

NinthDecimal Launches LCI™ Verified Partner Program, Providing Brands, Publishers and Ad Networks With the Industry’s First Omni-Channel Measurement Standard (April 1, 2015)
Press Release: “NinthDecimal, the leading mobile audience intelligence company, today announced the launch of its LCI™ Verified Partner Program. This program enables brands, agencies, publishers and advertising networks to leverage the industry’s leading offline attribution platform, Location Conversion Index™ (LCI™), as their standard ROI measurement solution. By connecting physical and digital-world behaviors, LCI™ provides an understanding of how advertising drives offline activity, such as incremental lift in store visits directly tied to a campaign. NinthDecimal’s announcement answers the market need for a single, standard industry platform for measuring omni-channel campaigns.”

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