One of the challenges of buying local advertising is, how do you know if it worked? How do you know if it's got value? We're moving toward an e-commerce experience for local, an Amazon-like experience for local.

When you read reviews on Yelp, you get a good sense of what's going to happen when you walk in the door of that business. The challenge is that there are fifteen million businesses in the U.S., and its very hard to communicate with all of them about how Yelp works, and why it works the way it does.

Yelp has been in this business since it really became something worth thinking about in 2004, when the transition started happening from the world of the Yellow Pages to the world of searching online for local information.

Jeremy Stoppelman Quotes