Yelp, YP Partner in Local Advertising Deal

Listings meet online reviews

The company formerly known as the Yellow Pages, YP, has announced a new partnership with Yelp. YP, with its vast business reach across the U.S. and a significant mobile product, will now connect its clients with Yelp.

“This partnership provides YP customers with the ability to easily manage their online presence and reach more consumers across YP and Yelp’s platforms,” a rep for YP said today.

Yelp, the online site known for its consumer reviews, has a mixed relationship with local businesses—many have complained the site is unfair with sometimes fake and scathing reviews.

YP has a mobile app and platform that allows for reviews, too. The new partnership could introduce more YP businesses to Yelp.

Also, Yelp will join YP’s Local Ad Network, which helps its businesses market online across a number of properties—on desktop and mobile—like Yahoo and CityGrid, the rep said.

YP is a surprisingly strong player in mobile. While its share of the pie is shrinking, it is still fifth behind Google, Facebook, Twitter and Pandora in mobile ad revenue, according to eMarketer. YP commanded about 2 percent of mobile ad revenue in the U.S. in 2013.

“This partnership allows Yelp to tap into YP's, large, local salesforce and advertiser base,” said Jeremy Stoppelman, CEO of Yelp, in a press statement today. “Yelp's significant consumer engagement combined with YP's scale and advertiser reach will help both companies grow and take local advertising to the next level.”