LSA Acquires Ad-Builder to Expand Services and Co-Op Advertising Opportunities for Members

Deal Boosts LSA’s Ability to Tap the Nearly $40 Billion Co-Op Market

TROY, Mich., May 18, 2016 — The Local Search Association (LSA), a not-for-profit industry association representing companies engaged in location-based advertising, announced it has acquired Ad-Builder. Ad-Builder is a provider of co-op advertising support, artwork and software for a wide range of media companies, agencies and brands.

The deal broadens LSA’s membership offerings and enables the trade organization to provide an even more comprehensive suite of co-op advertising tools and capabilities.

Co-op advertising is a large and underutilized source of marketing funds for local retailers and dealers, provided by brands and manufacturers to promote their products and services. Various industry estimates indicate the market is worth nearly $40 billion annually. Yet between 40% and 50% of these funds go unused every year.

“Co-op advertising is getting renewed emphasis these days as local media publishers, agencies and resellers look for ways to grow top line revenue, differentiate themselves, and add value to their clients,” said LSA President Neg Norton. “By combining our co-op expertise, databases and product lines, we’re now uniquely positioned to help local media sellers take advantage of the huge opportunity co-op offers to better serve local businesses and get them more leads for less.”

LSA and Ad-Builder have been helping local media sellers and organizations access co-op programs and marketing funds for more than a combined 75 years. Together, they will now be able to offer the most comprehensive suite of co-op advertising products and services available in the market. LSA’s expanded co-op program will now be focused on four primary objectives:

  • Providing leads for local media sellers
  • Simplifying the process for salespeople to take advantage of co-op advertising
  • Streamlining the ad-approval process required by brands/manufacturers
  • Increasing the number of brands and media providing co-op funding

“Ad-Builder is excited to have found a partner that is as passionate about the local advertising industry as we are and are confident that our products are a perfect fit to the suite of services LSA offers,” said Ad-Builder President Jill Addy Wright. “Adding Recas and Creative Outlet to the LSA mix gives us an offering that will be sure to enhance the value of advertising for local media organizations and their customers.”

The Ad-Builder brand will transition to LSA, but the company’s main products will remain available for current Ad-Builder clients. They will also now be available to LSA members:

  • Recas (Retail Co-op Advertising Service) helps media companies, manufacturers, retailers and others increase sales through improved co-op processes, ad sales opportunities and revenue tracking
  • Creative Outlet is a database of vectored graphics, photography, auto and food images, ad templates and more

Ad-Builder clients will be invited to become part of LSA, further diversifying the organization’s membership and making it more representative of the diverse local marketing ecosystem.

Petsky Prunier LLC served as exclusive financial advisor to Ad-Builder and Union Capital.

About Ad-Builder

For over 70 years, Ad-Builder has provided media companies with the artwork, ideas and co-op advertising support needed to grow their local retailers’ advertising. Creative Outlet and Recas will increase the advertising spend of local merchants and make their print, online and mobile advertising more enticing and efficient.

Direct any questions or comments for Ad-Builder to

About LSA

The Local Search Association (LSA) is a not-for-profit industry association of media companies, agencies and technology providers who help businesses market to local consumers. LSA has 300 members in 20 countries and the Association helps these members realize the power of local marketing and commerce through conferences, consulting, insights, advocacy and more.

Direct any questions or comments for LSA to

Press Contact

Greg Sterling
VP of Strategy and Insights
Local Search Association