Street Fight Daily: Google Ups In-Store Attribution Efforts, Twitter Considers Takeover

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…

Google Brings Store Visits to Google Display Network, Debuts Cross-Device Retargeting (Search Engine Land)
When store visits and offline impact are captured and factored back into return on ad spend, the value of that spend goes way up — from 2X to well over 10X, according to Google data. The company has been testing and refining store visits measurement for the past two years.

State of Hyperlocal: Early Returns from Street Fight’s Annual Survey (Street Fight)
David Card: The early results of our annual survey indicate that suppliers of local marketing and commerce technology and services see their customers continue to increase spending on social media and mobile marketing — and their own investments are following the money.

Twitter is Said to Be Discussing a Possible Takeover (New York Times)
Twitter is talking with Salesforce.com, Google and others about a possible takeover of the company, people briefed on the discussions said. The talks are in the early stages, these people said, with no guarantee that a deal will be reached.

Is Apple’s Encroachment on Local Finally Ready for PrimeTime? (Street Fight)
“I see [Apple’s] messaging platform as the third leg of mobile (joining the web and apps) that we need in place for the transition to non-traditional interfaces like voice,” Mike Blumenthal tells David Mihm. “Apple is building out a stable of ‘body’ computers with the Watch and now the AirPods that can provide an interface to the web.”

The Biggest Problem with Snapchat’s Geofilter Product (TechCrunch)
Travis Bernard: Snapchat’s current geofilter product is a nightmare for event managers, brands, and any commercial business because anyone can coat-tail or hijack the space.

A Look at the Washington Post’s Original AdTech (AdExchanger)
Instead of being tied to the ad units supported by AMP or Instant Articles, the tech supports the Post’s preferred revenue setup, which includes two header bidding partners and whatever other programmatic demand or ad units it wants to insert in the mobile web experience. “It’s a tech that wraps around other tech,” said Jarrod Dicker, head of ad product.

Most U.S. Smartphone Users Visit Retailer Sites or Apps Before An In-Store Purchase (eMarketer)
Over half of US smartphone users reported having visited a retailer’s website or app before making an in-store purchase as of May 2016, according to a report from Google and shopper insights firm Purchased.

Gatehouse’s Robert Saurer Explains Why Papers Are Betting Big on Small Community News (Traffic)
“More than 50 percent of content is consumed on tablet or mobile devices. So we need products that work well in that environment and a monetization strategy for them. Overall, we see favorable trends for paid content, and we believe that unique local content is where we need to own the day.”

Yahoo’s Data Breach Further Dents An Already Flailing Brand (Digiday)
For Yahoo’s brand, this is doubly bad since it plays into the narrative that it is a bumbling company far beyond more nimble digital giants like Google and Facebook.

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