Street Fight Daily: Facebook Scandal’s Impact on Local, Retailers Hesitate on Amazon Ads

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

Facebook Apocalypse? What to Monitor (Street Fight)
David Card: Will Facebook’s usefulness as a local marketing platform be seriously weakened as a result of its recent privacy scandal and new measures to protect user data? Street Fight recommends monitoring the following to evaluate how serious the damage is.

Some Retailers Averse to Advertising on Amazon (Digiday)
Retailers that see themselves as direct competitors to Amazon don’t want to give the e-commerce giant even a small fraction of their ad spends, no matter how dominant Amazon becomes.

In-House Branded Content Becomes More Popular Among Brands (AdWeek)
Once seen more as an added-value proposition for media placements, publishers’ branded-content labs have expanded to meet growing client demand.

SMB Index: In a Bad Month for Public Equity Markets, Local Isn’t Spared (Street Fight)
March saw big declines in the public equity markets. The SCP SMB Index was the least impacted, retreating 4.1% compared to all other major indices, which declined more than 5% during the month.

More Than 80% of Digital Display Ads Will Be Bought Programmatically in 2018 (eMarketer)
Over $46 billion will go to programmatic advertising in the US this year, according to eMarketer’s latest programmatic forecast—about $10 billion more than last year.

GDPR and the End of the Internet’s Grand Bargain (HBR)
Larry Downes: GDPR, a radical new privacy law, which covers any business that processes information about EU residents, will dramatically affect the way data is collected, stored, and used, including for U.S. companies doing business abroad.

How Much Targeting is Too Much Targeting? (AdExchanger)
Frost Prioleau: As personalization capabilities become increasingly available in programmatic advertising, advertisers have had to consider whether they use data and targeting to optimize a dynamic audience that sees a static message or use dynamic ads to optimize a message that is delivered to a static audience.

Booking.com Boasts More Listings Than Airbnb (VentureBeat)
Booking.com says that with 5 million “reported listings” it now offers more spots than Airbnb. Until now, the site has been perceived as mainly offering hotel listings, a perception it is aggressively trying to change.