Yellow Pages Group is expanding its media sales efforts this week with the launch of a new division, Mediative Performance.

The mediaco will now have two main sales arms: YPG Ad Network, which offers traditional and display opps through its print, mobile, OOH and online properties and Mediative Performance, which will focus on SEO, SEM, social media and location-based marketing.

The YPG Ad Network has an average of 17 million unique visitors per month and includes properties such as AutoTrader.ca, RedFlagDeals.com and YellowPages.ca. Mediative represents over 40 third-party publishers in categories including retail, health, lifestyle, family and entertainment.

The new division was made possible via $60 million in business acquisitions by YPG, including SEM company Enquiro, retail mediaco Ad Splash Media and online ad network Uptrend Media. The company has also entered a licensing deal with Acquisio, a search, social and display advertising platform, in which it also owns 24% interest.

Mediative has offices in Montreal, Toronto, Kelowna and Vancouver.

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