When the dust settles US mobile ad revenue will probably come in somewhere between $3 and $3.5 billion for 2012. Google is the clear market leader. But which company is number two? Facebook? Millennial Media? Twitter?
Not according to a statement released this morning by YP (the former AT&T Interactive).
YP said that it had “over $350 million in advertising revenue [in 2012] attributable to mobile, making it the number two company in the US mobile advertising industry.” Analyst firm IDC is cited as support for the assertion.
Facebook probably would dispute the claim, with over $300 million in mobile revenue in Q4 alone, according to the company. Regardless, YP is the largest ad network dedicated to location-based advertising.
YP also said that it had total digital revenue of nearly $1 billion in 2012. The company added that mobile searches passed 40 percent of total local searches across across its various properties last year.
YP is now majority owned by private equity firm Cerberus Capital with a significant minority stake retained by AT&T. In addition to mobile and online digital advertising YP still publishes print directories across the US.
YP says its Local Ad Network now includes more than 300 online and mobile publishers.