When YP Canada quietly acquired programmatic mobile ad platform JUICE Mobile for $35 million on March 17, its main concern was to assuage any potential investor concerns that the directory and listings behemoth wouldn’t be able to make its debt payments.

YP Canada was $1.7 billion in debt and teetering on the brink of bankruptcy in 2012. It underwent a restructuring to focus more on digital advertising and started to pay down its debt, pledging to be completely debt-free by 2018.

In 2015, digital represented 58.6% of total revenue for Yellow Pages Ltd., the name YP Canada trades under as a public company on the Toronto Stock Exchange, up 9.8% year over year. At the same time, print, which composed the remainder of YP Canada’s revenue, declined at 21% for the year.

Source: Adexchanger

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