A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Snapchat Files for One of the Biggest Tech IPOs in Years (Reuters)
The Venice, California-based company could go public as soon as March and be valued at $20 billion to $25 billion, making it the largest U.S. technology IPO since Facebook Inc’s debut in 2012 with a value of $81.2 billion.
What Happens When SMBs Get Social? (Street Fight)
Eric Groves: Social networks are transformative, and are the most disruptive when they provide a market segment with opportunities previously unavailable. If you look at the history of how selling has traditionally been done, it’s evident that social will transform sales as well.
Belly Seeks Next Steps for Loyalty Marketing, CEO Logan LaHive Steps Down (Local Onliner)
Belly founder Logan LaHive is stepping down, signifying a new orientation for the company that focuses less on SMBs, which are tough to scale, towards analytics for national-to- local retail (like 7-Eleven, an investor). CFO Dan Gloede is taking over the top spot.
Unacast, JUICE Mobile Partner to Provide Proximity Data at Scale (Street Fight)
JUICE Mobile will license Unacast’s beacon and proximity data for advertisers to use in attribution and retargeting campaigns. The partnership is one of the first that allows advertisers to use beacon and proximity data at scale in retargeting and attribution.
Simpli.Fi Extends Mobile Geo-Fencing Solution With Event Targeting Feature (MediaPost)
Simpli.fi, a provider of localized programmatic services, on Tuesday launched Event Targeting, a temporal geo-targeting solution. Event Targeting will enable Simpli.fi to extend its geo-fencing capabilities, and offer advertisers the ability to target ads to prospects based on their visit to a particular location during a specific, scheduled timeframe.
5 Ways SMBs Can Optimize Sites for Google’s Mobile-First Index (Search Engine Land)
Ryan Shelley: If you have been slow in joining the mobile revolution, now is the time to take action. As mobile continues to dominate search, Google and the other search engines are going to place more and more emphasis on mobile.
Customized Ad Tech Can Give Brands A Competitive Edge (AdExchanger)
Wayne Blodwell: One of the interesting trends we will see continue over the coming years is how more advertisers will take ownership of technology contracts rather than using a third party.Brands should aspire to having technologies customized to their needs, which allows for a competitive edge.
Tastemade Gets 20 Million Monthly Views (But No Revenue) From Its Instagram Stories (Digiday)
The bad news: Tastemade isn’t making any money off any of these views. Instagram doesn’t offer the opportunity for publishers to run ads in Instagram Stories, and Tastemade hasn’t tried any brand integrations yet.
Intel is Investing $250 Million in Self-Driving Cars (Business Insider)
Intel CEO Brian Krzanich said on Tuesday that the company will target over $250 million in investments to advance the development of self-driving car tech. Intel wrote in a press release that the investment will be geared toward advancing tech related to connectivity, communication, and deep learning.
Geolocation And Other Retail Trends in This Year’s Holiday Season (eMarketer)
“We have never lost the fact that where you are matters as much as who you are,” says David Jowett, Head of Europe for DAC Group.