Yellow, publisher of the Yellow Pages, is expected to announce this week whether it will forge a closer alliance with Google in the online advertising market.
Chief executive Bruce Cotterill said the privately owned firm would reveal details of a $30 million project to build a new digital platform and customer relationship management system.
An alliance might mean internet users would be able to search for and see the location of all 200,000 businesses listed in the Yellow Pages by logging on to Google Maps, which at the moment displays business listings from former-rival directory service Finda under a deal struck before Yellow bought Finda in 2009.
Yellow already uses Google to provide maps for its yellow.co.nz website.
A closer partnership with Google was first mooted almost two years ago when digital media director Blair Glubb speculated the two companies might mimic a deal between Telstra's Sensis subsidiary, which publishes the Yellow Pages in Australia, and Google, under which Sensis effectively became a sales agent for Google.
Yellow Pages turned down an approach from Google in 2006 when it first requested access to Yellow Pages' listings.
Mr Cotterill would not say whether a broader alliance was in the wings. "We work very closely with Google, we are a big client of theirs, and they rely on us for data to populate their maps in New Zealand," he said.