Yelp introduces custom (local) audiences for national advertisers

by Greg Sterling
Roughly two years ago, Yelp phased out its display ad unit for national advertisers. Earlier this week, the company introduced a new data-driven ad product for that same segment: Yelp Local Audiences (YLA). The company is working with LiveRamp to transmit data to DSPs (demand side platforms) and exchanges where anonymous matching finds Yelp users on third-party sites.Read the full article

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