U S WEST Dex Extends Pact With Adauction.com

U S WEST Dex, operator of Yellow Pages site uswestdex.com, renewed its agreement with online media marketplace Adauction.com.

The agreement includes three online advertising initiatives. First, to promote its site, Dex will purchase advertising through the auction channel over the next nine months. Second, Dex will begin to purchase inventory from Adauction.com and serve as an exclusive third-party reseller to small and mid-sized businesses in the company’s region. Third, Dex will continue to provide monthly ad inventory from its site.

Financial details were not disclosed.

U S WEST’s purchase of ad inventory from Adauction.com for resale will allow Dex to provide its small- and mid-sized advertisers with geo-targeted ads (ads that reach only consumers in customer-specified area codes).

Dex says it has more than 1,000 Internet-trained salespeople and relationships with nearly 500,000 local advertisers.

“Our agreement with Adauction.com is a value-add for Dex and our customers,” said Jim Smith, president and CEO of U S West Dex. “It will help drive traffic to our site and help our customers create a bigger and better online presence for their businesses.”

“Having purchased significant inventory from Adauction.com, we readily see the benefits of selling through the auction channel because their model — based on dynamic pricing — works well for us and meets our customers’ needs.”