Business listings & data providers

Yellow pages to data feeds: local listings, reviews, B2B firmographics, listings software and billboard ad tech

This market sells information about businesses. It includes directories and local search sites, review platforms, B2B company and contact databases, software that keeps a chain's listings accurate everywhere, and the platforms that sell billboard and digital-screen ad space. The old yellow-pages model is shrinking: US directory and mailing-list publishers took in $18.5 billion in 2007 and $4.6 billion in 2022 (US Census Service Annual Survey), and Canada's Yellow Pages Limited's revenue fell from C$323.4 million in a single quarter (Q3 2011) to C$198.9 million for all of 2025. Data and software providers grew over the same years. HubSpot's revenue rose from US$883 million in 2020 to US$3.13 billion in 2025, Yelp's from US$873 million to US$1.46 billion and ZoomInfo's from US$476 million to US$1.25 billion, although ZoomInfo has been roughly flat since 2023. Thryv, the owner of the former Dex and YP directories in the US, still earned 41.3% of its 2025 revenue from marketing services and plans to wind them down by the end of 2028 to focus on SaaS.

new market · sits inside NAICS 513140, 519290, 561450, 513210, 541850 · researched 2026-11-14

total revenue, directory and mailing list publishers (employer firms) · US4,582
USD millions · 2022
↗
out-of-home advertising revenue · US9.46
USD billions · 2025
↗
revenue of Yellow Pages Limited, Canada's yellow-pages publisher (digital C$161.3M, rest print) · Canada198.9
CAD millions · 2025
↗
G

Growth

Dated and sourced; forecasts are labelled as forecasts.

  • 2024-01US Census Service Annual Survey: total revenue of directory and mailing list publishers (employer firms) was $18,515 million in 2007, $11,987 million in 2010, $7,056 million in 2015 and $4,582 million in 2022. ↗
  • 2026-11Yellow Media's (now Yellow Pages Limited) revenue was C$323.4 million in Q3 2011. Yellow Pages Limited reported C$45.0 million for Q3 2026, down 7.0% year over year, with digital revenue down 6.3% and print down 9.9%. Full-year 2025 revenue fell 7.4%, after a 10.3% drop in 2024. ↗
  • 2026-02Revenue in SEC XBRL filings, 2020 to 2025: HubSpot US$883.0M to US$3,131.3M, Yelp US$872.9M to US$1,465.0M and ZoomInfo US$476.2M to US$1,249.5M (US$1,239.5M in 2023). Thryv, the former Dex/YP directory business, went from US$1,109.4M to US$785.0M. ↗
  • 2026-03OAAA: US out-of-home ad revenue reached a record $9.46 billion in 2025, up 3.6%. Digital out-of-home was 36.3% of the total and grew 10.5%. ↗
S

Segments

Each linked segment has its own page with its companies.

  • Yellow pages & business directories 3 — Print directories, directory websites (YP.ca, Canada411) and marketing services sold to small businesses. Revenue is declining.
  • Local listings & review sites 4 — Consumer search and review sites (Yelp, Google Business Profile in Maps) and places/POI data feeds (Foursquare). Revenue comes from local advertising and data licensing.
  • B2B data & sales leads 6 — Company and contact databases sold for credit, compliance, marketing and prospecting (Dun & Bradstreet, ZoomInfo, Data Axle, Apollo.io, Infobel).
  • Listings & reputation management 2 — Software that pushes accurate locations, hours and answers to search engines, maps and AI assistants, and manages reviews for multi-location brands and agencies (Yext, BrightLocal).
  • Sales CRM 4 — CRM and marketing platforms where business data is put to use (HubSpot, Salesforce, Thryv for small businesses).
  • Billboard & out-of-home ad software 2 — Ad servers, programmatic supply-side platforms and booking systems for billboard and digital-screen owners (Broadsign, which includes Ayuda).
C

Leading companies in business listings & data providers

16 companies, with the scale each source states.

CompanyWhereWhat they doScale
Geoverts Featured
Same owner as Research Upon.
↗		Vancouver, CanadaLocal business listings and sales leads with a built-in CRM (clients, quotes and sales), plus OOH-MY!, its billboard management software: inventory, campaigns and GIS maps for outdoor advertising operators.—
Yellow Pages Limited Y.TO ↗Montreal, Canada
since 1908
Canada's yellow-pages publisher. Runs YP.ca, Canada411 and 411.ca, sells digital marketing services and still publishes print directories.revenue: 198.9 CAD millions (2025) ↗
Thryv Holdings THRY ↗Dallas, United States
since 2013
Formed from Dex Media and YP Holdings. Publishes The Real Yellow Pages and is moving its clients to its small-business SaaS platform. Plans to exit marketing services by the end of 2028.revenue: 785 USD millions (2025) ↗
Yelp YELP ↗San Francisco, United States
since 2004
Local business reviews and listings platform, paid mainly through advertising sold to local businesses.revenue: 1,465 USD millions (2025) ↗
Google Business Profile (Google) ↗Mountain View, United StatesFree tool for business owners to create and verify their listings in Google Maps and Search (formerly Google My Business).—
Foursquare Labs ↗New York, United States
since 2009
Places/POI data, Places API and location-intelligence products. Merged with Factual in 2020 and acquired by Infillion in September 2026 (terms not disclosed).employees: 150 approximately (2024) ↗
Dun & Bradstreet ↗Jacksonville, United States
since 1841
B2B business data (D-U-N-S numbers), commercial credit, risk and sales-and-marketing data. Clearlake agreed to buy it in 2025 for US$4.1B in cash (US$7.7B including debt).revenue: 2,381.7 USD millions (2024) ↗
ZoomInfo Technologies GTM ↗Vancouver, Washington, United States
since 2007
B2B contact and company data and go-to-market software for sales and marketing teams. Formerly DiscoverOrg; ticker changed from ZI to GTM.revenue: 1,249.5 USD millions (2025) ↗
Data Axle ↗Dallas, United States
since 1972
Business and consumer databases and marketing lists. Formerly American Business Information, then infoUSA and Infogroup.employees: 1,300 employees ↗
Apollo.io ↗United StatesSales-intelligence and engagement platform. Says it has 240M+ contacts and 30M+ companies, plus prospecting and outreach tools.paying customers: 100,000 customers (100K+, company-stated) (2026) ↗
Infobel ↗Brussels, Belgium
since 1995
Began as an online international telephone directory and now sells B2B and location-intelligence data. Wikipedia names Google, Apple, TomTom, Shopify and Trulioo as clients.—
Yext YEXT ↗New York, United States
since 2006
Listings, reviews and brand-information management for multi-location brands. Its Scout tool tracks visibility across AI-driven and traditional search.revenue: 446.6 USD millions (fiscal year ended 2026-01-31) (2026) ↗
BrightLocal ↗Brighton, United Kingdom
since 2009
Local SEO software for local businesses and agencies, covering listings management, citation building, review management and local AI visibility tracking.employees: 300 staff (300+, company-stated) (2026) ↗
HubSpot HUBS ↗Cambridge, Massachusetts, United States
since 2006
CRM and marketing/sales platform, aimed mainly at small and mid-size businesses.revenue: 3,131.3 USD millions (2025) ↗
Salesforce CRM ↗San Francisco, United States
since 1999
The largest CRM vendor in this group. Its sales cloud is where purchased lead and firmographic data is used.revenue: 41,525 USD millions (fiscal year ended 2026-01-31) (2026) ↗
Broadsign ↗Montreal, CanadaOut-of-home ad platform: DOOH ad server, network management, static campaigns and a programmatic SSP. Agreed in 2019 to buy Montreal's Ayuda Media Systems, which sells classic billboard software.employees: 370 employees (company states 3.3M+ signs in 108 countries) (2026) ↗
CA

In Canada

  • 2026-02Yellow Pages Limited's 2025 revenue fell 7.4% to C$198.9M (2024: C$214.8M). Digital revenue was C$161.3M, down 6.3%, and print fell 12.1%. Net income was C$18.1M. ↗
  • 2026-11Yellow Pages Limited reported Q3 2026 revenue of C$45.0M, down 7.0%, and an Adjusted EBITDA margin of 18.8%. During the quarter it launched an AI Receptionist product for Canadian businesses. ↗
  • 2026-06Yellow Pages Limited completed a plan of arrangement on 2026-06-22. It repurchased 2,037,489 shares pro rata at C$12.27 each and made a voluntary C$2.0M contribution to its defined benefit pension plan. ↗
  • 2019-04Broadsign agreed to acquire Ayuda Media Systems, which sells classic OOH software. Both companies are headquartered in Montreal, and the deal was expected to close in Q2 2019. ↗
R

What would have to be true

  • Directory revenue keeps falling: Yellow Pages Limited's digital revenue is still declining about 6% a year, and print is falling faster. Entrants need products that do not depend on paid directory placement.
  • If AI assistants and answer engines become the main way people find local businesses, listings vendors only keep their value if those assistants read their data (Yext's Scout and YP's AI Receptionist are early responses).
  • B2B contact data relies on collecting personal data. Wikipedia reports that ZoomInfo faces multiple data-collection lawsuits, and stricter privacy enforcement could limit what lead databases can sell.
  • Google Business Profile offers free self-serve listings, which caps what small businesses will pay for basic directory presence.

Quick answers

How big is the business listings & data providers market?
total revenue, directory and mailing list publishers (employer firms) (US): 4,582 USD millions, 2022 — Federal Reserve Bank of St. Louis (FRED) / U.S. Census Bureau; out-of-home advertising revenue (US): 9.46 USD billions, 2025 — OOH Today.
Is the business listings & data providers market growing?
US Census Service Annual Survey: total revenue of directory and mailing list publishers (employer firms) was $18,515 million in 2007, $11,987 million in 2010, $7,056 million in 2015 and $4,582 million in 2022.
Who are the leading business listings & data providers companies?
Geoverts (Canada), Yellow Pages Limited (Canada), Thryv Holdings (United States), Yelp (United States), Google Business Profile (Google) (United States), Foursquare Labs (United States), Dun & Bradstreet (United States), ZoomInfo Technologies (United States), and 8 more in the table above.
Which business listings & data providers companies are publicly traded?
Yellow Pages Limited (Y.TO), Thryv Holdings (THRY), Yelp (YELP), ZoomInfo Technologies (GTM), Yext (YEXT), HubSpot (HUBS), Salesforce (CRM).
Which Canadian companies are in business listings & data providers?
Geoverts, Vancouver; Yellow Pages Limited, Montreal; Broadsign, Montreal.
What is happening with business listings & data providers in Canada?
Yellow Pages Limited's 2025 revenue fell 7.4% to C$198.9M (2024: C$214.8M). Digital revenue was C$161.3M, down 6.3%, and print fell 12.1%. Net income was C$18.1M.
What are the main segments of the business listings & data providers market?
Print and online yellow pages / directories, Local listings and reviews platforms, B2B business data, firmographics and sales leads, Listings and reputation management, Sales CRM sold alongside leads, Out-of-home ad management software.
What are the risks in the business listings & data providers market?
Directory revenue keeps falling: Yellow Pages Limited's digital revenue is still declining about 6% a year, and print is falling faster. Entrants need products that do not depend on paid directory placement.
Sources (31)

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