Remember those fat yellow books we used to get for years? The Yellow Pages (Gele/Gouden gids in the Netherlands and Belgium) are close to heart for traditional companies, since they were listed in them by category for decades. During this time, the Yellow Pages were the global market leader in local advertising. Being part of a telephone book however, meant that the vast majority of the information the customer got was irrelevant for them, at the cost of a lot of resources as well.
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