Yellow Pages (YPG) announced today that they have acquired JUICE Mobile (“JUICE”), a premium advertising technology company that offers a proprietary programmatic platform.

“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,” said Julien Billot, President and Chief Executive Officer of Yellow Pages Limited. “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.”

JUICE was founded in 2010 and quickly grew to servicing over 300 Fortune 500 customers across North America.  The deal is said to be funded via  liquidity on hand, meaning it will not impact YPG’s existing $100 million Secured Notes from 2016.

It took a little longer than we expected, but we had a feeling JUICE would get acquired. It will be interesting to see how YPG will integrate JUICE’s technology into their existing ecosystem and it can help bring the company back to being a digital leader.