From ClickZ News, Verizon's SuperPages.com makes deal with Google to use its Yellow Page advertiser's surplus cash to buy AdWords.

"We may have a local advertiser today that has said, 'I want to spend $200 a month with you with your PPC (define) program,'" explained Eric Chandler, president of the Internet division of Verizon Information Services. "When we look at our inventory, we can only spend $100 a month. This deal will allow us to take that excess budget that we have and plug that advertiser into the Google environment."

ClickZ goes on to report that SuperPages.com will manage their own client accounts and buy AdWords on their behalf, providing clients with integrated reporting. SuperPages.com "translates" advertisers' chosen category and maximum bid price into a portfolio of ads on AdWords.

"The local space is a highly fragmented space and no single player has all of the assets in place to go after that today," said Chandler. "If you want to maximize the opportunities in this space, it's going to take a number of the key players getting together."