A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Can Brands Create Facebook Custom Audiences Based On Brick-and-Mortar Visits? (AdWeek)
Facebook appears to be testing another targeting option for its custom audiences: store visits. In recent weeks, other new options for custom audiences have been spotted, including interactions with events and engagement with Instagram business profiles.
Can Yelp Extend Its Moment in the Sun? (Street Fight)
“[Yelp has] not been very innovative in approaching the many needs of the SMB markets,” Mike Blumenthal writes to David Mihm. “It would seem that there could be (or should have been?) a raft of functionality that they could provide from appointments to customer follow-up that would be a natural fit.”
Foursquare Partners with InfoScout to Offer Fuller Picture of Customer Journey (MediaPost)
As it looks to offer advertisers a more complete picture of the customer journey online and offline, Foursquare is partnering with InfoScout to tie foot-traffic location and product purchase data together for consumer packaged goods (CPG) brands.
LinkedIn Focuses on Revving Up Its SMB Efforts (Street Fight)
“There is a huge market of smaller companies, and it is a fast-growing segment. There is definitely momentum,” says LinkedIn’s independent agency head Ryan Wilson. “But they are often made to feel like second-class citizens. Enterprise companies have been getting all the love.”
Postmates Relies on Streaming Data to Deliver Positive Experiences on Demand (AdExchanger)
The growth and product teams at delivery service app Postmates count on the same types of data to do their respective jobs: in-app behavior data, engagement data, location data and campaign data.
Walmart Is Quietly Growing Its Online Ad Business (CNBC)
Wal-Mart’s push into the online advertising space is another sign of growth for the company’s e-commerce business. It also signifies a new potential battleground against its rival Amazon, which has been drawing a lot of attention for its own advertising business.
Snap Confirms That It Paid $213M to Buy Zenly and $135M for Placed (Business Insider)
Snap has confirmed the price tags for its acquisitions of Zenly and Placed. Zenly built a similar app to Snap Maps that let people see where their friends were on a map, while Placed helps advertisers track real-world purchases and store visits.
Uber Board Considers 3 Investment Offers to Buy Company’s Shares (NYT)
Uber’s board has voted to move forward on proposals by two investment groups to buy shares in the ride-hailing service and is considering a third offer, with any final decision set to affect who gains the upper hand at the company.
Lyft Will Always Have Human Drivers, Its Self-Driving Boss Says (Recode)
As Lyft’s director of product, Taggart Matthiesen says he’s now completely focused on autonomous cars — but that doesn’t mean he’s not thinking about drivers.