WhitePages.com Quietly Building a Juggernaut

WhitePages.com announced a deal with SuperPages.com to feature WhitePages.com's residential listings on its site. WhitePages.com already has similar deals with MSN, SMARTPages (SBC) and RealPages.com (BellSouth). The latter two will merge in the next several months into the single YellowPages.com online brand, which has a deal with WhitePages.com as well.

WhitePages.com is now a top-50 ad site, according to comScore and has several online brands: WhitePages.ca, 411.com and PhoneNumber.com in addition to its flagship brand.

The company is rapidly building out a powerful ad network, with 1,300 partner sites and advertisers that include Victoria's Secret, Allstate, State Farm and Vonage, according to MediaPost.