The platform is currently serving 200 million local search ad requests per month and partners with large mobile ad networks like Millennial Media to provide local ad inventory. The ads themselves are more informative, giving users a full description of the business along with images, offers, reviews, maps, and driving directions.

For example, on the White Pages iPhone and Android apps, xAD will serve an ad for a local restaurant when a user searches for a restaurant within the app. The startup promises to return relevant ad results 80% of the time.

Of course, xAD faces competition in local mobile ads from Google. But with the U.S. local mobile advertising market expected to exceed $2 billion by 2014, there’s plenty of room for a number of players.

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Authors: Leena Rao

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