Street Fight Daily: Uber Partners with Westfield Malls, Amazon Targets CPG Brands

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

Uber Partners with Westfield to Offer Mall Lounge and Pickup/Drop-off Points (TechCrunch)
Uber is launching dedicated mall pickup and drop-off points in a new partnership with Westfield across all of its 33 U.S. shopping center locations. The ride-hailing company is also going to set up a special waiting lounge at Westfield’s Santa Monica Boulevard location.

PlaceIQ Unveils Tool to Measure Holistic Impact of Ads on In-Store Visits (Street Fight)
Quick-service restaurants that rely primarily on cash transactions have traditionally had a tough time understanding the real world impact of advertising on channels like television and desktop. A new product from PlaceIQ and comScore promises to change that.

Amazon Benefits as CPG Advertisers Trim Dollars (AdExchanger)
Amazon is winning a growing share of CPG media dollars, and its September announcement that it would open an office in New York City to house a major expansion of its advertising platform business means the competition will only heat up.

Survey: Enterprise Marketers Are Increasing Local Digital Mix (Street Fight)
David Card: As enterprise local marketers become experienced with digital tactics they originally used to promote their corporate sites, they are getting more savvy about digital marketing. Today, most of them spend less than a third of their digital budgets on local campaigns and programs, but 40% say they are increasing the local mix.

Walmart Acquires New York Delivery Startup Parcel (VentureBeat)
In terms of what Walmart has in store for Parcel, well, it probably won’t surprise you to learn that it plans to use Parcel’s platform for last-mile deliveries in New York, covering “general merchandise” as well as “fresh and frozen groceries” from Walmart and Jet.

GDPR Is Coming, But Nobody Knows How It Will Be Enforced (Digiday)
The General Data Protection Regulation may be a universal law for the European Union, but that doesn’t mean it will be applied equally. After all, 28 different countries will handle enforcement.

Visual Search to Ring Up Holiday Sales for Target, Home Depot (MediaPost)
Lots of companies are moving toward cross-platform campaigns, but one of the newcomers to visual search continues to move much faster than some more established players such as Google.

Facebook Is Hiring Another 1,000 People to Review and Remove Ads (Recode)
Facebook is making changes to its advertising policies in the wake of an investigation that confirmed the company unknowingly sold ads to Kremlin-backed sources trying to sway the 2016 U.S. presidential election.

Oath’s Revenue Chief on Building Out the Brand (AdWeek)
“Oath is a valued brand — we chose that name for a reason because of a commitment around trust, transparency and a level of human support. More practically speaking, we bring an incredible portfolio of consumer brands and along with that, audiences.”

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