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IAC’s CityGrid Media Buys Yext’s Pay-Per-Call Ad Business Felix For Around $30M

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IAC’s Citygrid Media has bought Felix, a pay-per-call ad business from Yext, a service that helps businesses synchronize their listings across the Web. We hear the acquisition price was around $30 million.

Yext originally launched at the TechCrunch50 conference in 2009 as a pay-per-call advertising service. Earlier this year, Yext shifted its focus from this service to a new product called PowerListings. The company then spun off the pay-per-call part of the company into a wholly-owned subsidiary called Felix.

Felix listens to customer phone calls and determines which ones were actually good for your business. Felix itself is profitable, on-track to bring in nearly $30 million in revenue this year and currently has 85 employees.

Meanwhile, Yext just raised $27 million at a $270 million valuation led by Marker with CrunchFund (whose investor AOL owns TechCrunch), Sutter Hill Ventures, Institutional Venture Partners, and WGI Group participating. And the company is doubling down on its PowerListings service, which businesses use to make sure their information is up-to-date on all the different local search and listings sites across the Web. Businesses can manage their listings across dozens of sites like Yelp, SuperPages, Citysearch, Yellowbook, Local.com, Yahoo Local and more.

Currently, Yext syncs millions of updates for over 70,000 customer locations, including tens of thousands of small business, and 10 Fortune 100 companies.