With its acquisitions, Yelp has upped its game in pursuit of the US retail digital advertising market. Research firm eMarketer estimates that the market will grow to more than $23.0 billion by 2020, from $15.1 billion in 2016, as depicted in the above graph. The firm’s definition of retail includes restaurants.
The market also is being eyed by apps such as Chefs Feed, Reserve, Vurb, and Square’s (SQ) Caviar.
Given the low barriers to entry in the online advertising business, incumbents such as Yelp are under pressure to differentiate themselves from the crowd to appeal to more advertisers or to at least protect their shares of the market.
View more information: https://marketrealist.com/2017/04/can-yelp-grow-its-share-of-this-23-billion-industry/