Yelp has announced improvements to its ad-targeting capabilities through the expansion of its neural network usage. This new strategy aims to improve the quality of its search results, its photo classification abilities and the accuracy of the Yelp Waitlist. Advertisers can leverage these new capabilities to maximise the cost-effectiveness and performance of their campaigns. Yelp can now better identify suitable pictures for a brand’s local business profile by leveraging neural networks to intelligently identify the content in images. It also uses AI tools to better understand users’ search intent, allowing it to serve photos from businesses that are more relevant to their queries. The increased usage of neural networks has also significantly improved wait time accuracy, benefiting diners and restaurants alike. Yelp started implementing neural networks earlier this year to improve its ability to match ads to relevant consumers based on the context of their search query. By leveraging neural networks further, it has been able to train the model with exponentially more data to drive more accurate matching. Sign up for MarTech’s daily brief to get the latest insights, news, tips and essential bits of wisdom for today’s digital marketing leader.
Originally reported by Martech: https://martech.org/yelp-unveils-enhanced-ad-targeting/
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