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Yellow Pages Group (Canada)
TRANSFORMATION POWERED BY DIGITAL ENGINES
As YPG transforms into a digitally focused enterprise, it redistributes unrivaled data across multiple channels with multiple partners via its public API. Brad Wing explains how YellowAPI dials up YPG's digital future.
YELLOW PAGES GROUP (CANADA)
Why launch an API? “As we rapidly grow digital products and services for both businesses and users, YellowAPI allows us to ramp up new partners and apps in days instead of weeks. Our goal is to ensure our advertisers are visible on as many channels of communication as possible by continuously growing our third party ecosystem to deliver increased levels of ROI.” How does your API let you partner with the likes of Twitter and Foursquare? “YellowAPI has evolved from a grassroots developer tool to a lynchpin in our content distribution strategy. It functions today as the same developer tool, but also as a partner onboarding tool that allows us to integrate with the likes of TripAdvisor, Yahoo!, and foursquare.” How does Mashery help? “Mashery made it easy to launch a developer portal and get keys live, so we got to market really fast. And Mashery Developer Outreach and Strategy Services let us hit the ground running. We fell even more in love after Mashery introduced us to all kinds of strategic partners.”
Video: The Business of APIs Conference 2012
About This Video
Brad Wing, Head of YellowAPI, talks about how the API platform is used in today's business environment, and how YellowAPI's B2D marketing strategies have built and fuel its developer ecosystem, known as "API Fanboys."