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- About Mediative
Darby Sieben joined Yellow Pages Group (YPG) in 2006 and was appointed President of its Mediative division in 2013.
With over 15 years of experience in the digital media, marketing and start-up sectors, Mr. Sieben has spearheaded large segments of YPG’s digital transformation, namely its content distribution strategy. This culminated in the eventual launch of YellowAPI, the company's open data distribution platform. YellowAPI currently has over 3000 freelance and company app developers to populate their local search apps with Yellow Pages listings. The most notable partnership being Yahoo! Canada where, starting in 2012, YellowAPI powered all local search queries across their web, mobile and mapping platforms.
For seven years, Mr. Sieben headed business development and strategic partnerships at YPG. A seasoned negotiator with a keen understanding of the digital media ecosystem, Mr. Sieben delivered successful partnerships key to the ongoing growth and transformation of the company. Under his tenure, YPG grew existing agreements with companies like Google and inked strategic traffic and content sharing agreements, many global firsts, with Yahoo! Canada, Facebook, Twitter, Microsoft, Foursquare, The Weather Network, and CBC.
Mr. Sieben also regularly acted as a strategic advisor to YPG's merger and acquisition activities for RedFlagdeals.com, Restaurantica, 411.ca, Telebec and Northerntel, assisting in an evaluation of their digital assets.
Mr. Sieben has studied Computer Science at Mount Royal College and Business Management at the University of Lethbridge. He remains active as a start-up investor and advisor.