Yelp’s mission is to connect people with great local businesses, and one of the teams working behind the scenes to make that happen is our five star engineering and product teams.

Playing an active role in our community is a value that we have strongly prioritized over the years. Typically we would invite you to come to Yelp’s HQ to network, grab a slice of ‘za, and learn about the technology and culture behind Yelp.With stay-at-home orders across the globe, Yelp (like many of you) has had no choice but to adapt to these changes. We understand that this is a strange and challenging time for many, so we’d like to invite you to join us as we navigate this new normal for the tech community together.

Tostay connected, create space for folks to collaborate and share some of the things Yelp has been working on, we are launching our very own virtual tech talk series. This series of talks will feature Yelpers from engineering and product and will focus on themes such as career development, technical skills, workplace challenges and Yelp’s response to COVID-19.

Talk: Modernizing Ad Attribution at Yelp by Bernard Laveaux

Measuring the effectiveness of advertising campaigns can be challenging without visibility into their performance. In the world of online advertising we have the opportunity to more directly quantify and reflect an advertiser’s return on investment via attribution. For example, we can directly quantifythe value of a Yelp biz page ad click by attributing it to a subsequent‘lead’ action like ordering delivery or requesting a quote for a service. This in turn gives both Yelp and advertisers on Yelp insight into thedirect impact and value their advertising budget provides. In this talk,Bernard will discuss how Yelp’s ad attribution system works, as well as how we’ve improved it over time to be more resilient and provide more value to internal stakeholders and Yelp advertisers.