A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Pinterest Targets Small Business Advertisers in Push to Diversify Revenue (Bloomberg)
Pinterest Inc. has started pursuing a segment of advertisers that may one day contribute a quarter of its revenue: small and medium-sized businesses. The company unveiled a new program Wednesday, called Pinterest Propel, that provides special services for new advertisers unfamiliar with the way its site works.
DoorDash Expands Jack in the Box Partnership, Continues Growth in Competitive Sector (Street Fight)
Just four months after announcing that it would be launching a pilot program with Jack in the Box and delivering late-night orders to customers in San Francisco, DoorDash is expanding the partnership and will offer deliveries from more than 830 locations across 229 cities throughout the U.S.
Retale Offers In-Store Foot Traffic Guarantee On In-App Inventory (AdExchanger)
Location-based shopping app Retale will now offer advertisers a warranty: foot traffic or your money back – at least in the form of a media makegood. Retale will start doling out performance guarantees against its ability to drive in-store traffic within specific time parameters.
Snapchat’s Pitch to Small Brands and Businesses: Self-Serve Sponsored Geofilters (Digiday)
Initially focused on courting advertising bigwigs like Gatorade and Taco Bell for sponsored lenses and video ads, newly public Snap has now turned its attention to smaller brands and businesses.
With Metro D.C. Cool to Community News, One Publisher Pulls Back to Profitable Niches (Street Fight)
Tom Grubisich: Local News Now seemed to be on an expansion trajectory earlier in the decade with two sites in Northern Virginia and two in the District of Columbia. But today the company has just two — and while they’re both profitable, founder Scott Brodbeck isn’t thinking of launching more sites anytime soon.
Twitter Dresses Up Periscope for Publishers, Brands (MediaPost)
Trying to attract more publishing and marketing partners, Twitter just added an analytics dashboard to Periscope. The new services “gives broadcasters an in-depth look at their viewership and engagement on their videos over time,” a company spokeswoman said on Wednesday.
Google is Letting Advertisers Who Bolted See Which Videos Their Ads Could Run On (Recode)
Google is giving advertisers more information about where their ads display on YouTube after marketers pulled business because ads were funding videos of hate speech and terrorism.
5 Ways to Turn Social Users into Social Shoppers (AdWeek)
Social commerce is still in its infancy compared with other online commerce solutions, according to Kevin North, CEO of analytics provider Terapeak. If the field is to mature, marketers and retailers need to take a thoughtful approach to investing in social commerce.
Lyft is Testing a New Feature: Lyft Shuttle (TechCrunch)
Lyft has a new offering in testing called Shuttle, which is part of its Lyft Line commuter ride sharing option, and which operates along a set route with specific pickup and drop-off points. The trial for Shuttle is currently on offer in San Francisco and Chicago.