Local advertising platform Reply.com has filed a registration statement on Form S-1 with the SEC for a proposed initial public offering (IPO) of its common stock.

Jefferies & Company, Inc. and Piper Jaffray & Co. will jointly run the books for the offering. Needham & Company, LLC and ThinkEquity LLC will act as co-managers.

The number of shares to be sold and the offering price have yet to be determined.

Reply.com is based in San Ramon, California. Their ad offering works on a cost-per-click (CPC) or a cost-per-lead basis.