• by Laurie Sullivan  @lauriesullivan, July 23, 2024

Yelp's features and updates, aimed at expanding services to national advertisers and businesses with multiple locations, began rolling out Tuesday.

The services include Request a Quote for Brands, Yelp Guaranteed for multi-location businesses, expanded ad formats, new measurement tools, and a portfolio to showcase work to potential clients.

In one of the more advanced services, Yelp Audiences that has expanded to audio and connected TV platforms. Yelp Audiences now supports Audio ads to assist advertisers reach more consumers on streaming music platforms and podcasts across Spotify, Pandora, SiriusXM, iHeart and more.

The company says it has made its connected television (CTV) offering more cost-effective for brands while maintaining standards in premium inventory sources, including platforms like Hulu, Disney+ and Paramount+.

Companies are still working on ways to offer advertisers an alternative cookieless ad targeting despite Google's decision on Monday to adjust it's ad targeting strategy in Chrome. Yelp's new conversion API (CAPI) offers brand advertisers an accurate way to measure the value of Yelp Ads while supporting measurement strategies. CAPI allows brands to analyze any conversion from lead to transaction, without the need to rely on cookie signals.

Yelp is expected to announce second-quarter earnings on August 1, 2024. Zack Investment Research estimates the company will report earnings of $0.25 per share, reflecting a year-over-year increase of 19.05%.

This month, the company celebrated its 20th anniversary. Former PayPal employees Jeremy Stoppelman and Russel Simmons founded the company in San Francisco in 2004. Since then, as of March 2024, Yelp has generated 64% of advertising revenue through services, and 36% through restaurants, retail and other categories.