Location Weekly: Google and Apple’s Covid-19 Mobile Tracking

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In this episode of Location Weekly, the Location-Based Marketing Association hosts Rob Woodbridge and Hidetoshi Uchiyama, CEO of Unerry. Asif Khan and Aubriana Lopez also discuss Google and Apple building a Covid-19 tracking system into their OS platforms and PlaceIQ acquiring Freckle IoT. They also touch on the ethics of price gouging by home delivery services during the coronavirus crisis.

Freckle IoT Announces Attribution Backed by Fully Compliant First-Party Data

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With privacy top of mind for marketers, offline measurement firm Freckle IoT is hitting the market this morning with an expanded attribution product backed by just about the most compliant consumer data on the market. Its compliance is secure because it comes from Killi, a consent management company also founded and headed up by Freckle Founder and CEO Neil Sweeney.

6 Pure-Play Online-to-Offline Attribution Platforms

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In a pure-play model, vendors focus exclusively on a certain number of core competencies. Not only does this help those companies to differentiate themselves from firms with broader offerings, but it also gives brands confidence that the vendor is an expert in the market. As online-to-offline attribution takes off, pure-play vendors are taking the lead in innovation, finding new ways to connect digital campaigns to foot traffic and in-store sales. Here are six vendors making a difference in the space right now.

online privacy

Apple Takes Advantage of Facebook’s Foul Play to Make a Privacy Statement

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Not only did Facebook’s “Research” app, which paid 13- to 35-year-old users $20/month to access their search history, emails, and private messages, set off every imaginable alarm on the this-will-look-bad-when-the-exposé-comes-out PR radar (one of the world’s most powerful corporations must be lacking one of those), but the app also blatantly violated the terms of Apple’s Enterprise Developer Program, which proscribes distributing apps to consumers. It probably didn’t help that Facebook was searching tweens’ data for dirt on its competitors. 

Location Data Industry Gets Huge Wake-Up Call on Monday

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Platforms, brands, and vendors benefiting from the reams of location data used to hit consumers with highly targeted ads should be paying attention to a change suggested by Google and Facebook’s appearances before government authorities, a New York Times exposé out Monday, and most importantly the impending arrival of GDPR-like legislation in the United States: 2019 will be the year privacy actually matters, posing a potentially devastating threat to the status quo of the location-based data and marketing industries.

New Hires at Uber, JumpCrew, Freckle IoT

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Every two or three weeks, Street Fight rounds up some of the latest hires and new openings in the hyperlocal marketing, tech, and media industries. This week’s edition includes openings and new hires at dataPlor, Netflix, and Amobee.

Street Fight Daily: Google Adds Video to Showcase Shopping Ads, Snap Helps Publishers Deploy UGC

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TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Google Rolls Out Video Ads in Showcase Shopping and Shoppable Image Ads… New Hires at Uber, JumpCrew, Freckle IoT… A New Snapchat Feature Lets Publishers Create Live Stories Out of Users’ Posts…

With Tapad Partnership, Freckle IoT Extends Scale of Audience Data

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Until now, Tapad’s Device Graph has primarily been used by media companies looking to understand and measure their audiences. With this new partnership in place, however, Freckle’s large retail clients will have the ability to monitor consumer behaviors and determine which channels are most successful in driving sales.

Attribution and Measurement are Creating a Data Management Arms Race

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“When you look at the shifts taking place in the ecosystem, there’s such a focus on data for so many smart reasons from a marketer’s perspective,” says NinthDecimal CEO David Staas. “They really want to be able to better understand their customers, and one of the biggest problems is filling in that blind spot in customer intelligence.”

Why Location Measurement and Attribution Are Key to Brand Visibility

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Attribution “is the metric that all brands and media verticals are moving to as it solves a number of gaps in the market.” says Freckle IoT’s Neil Sweeney. He believes measuring how branding strategy is working is becoming just as important as brand visibility.

Structuring a Team and Creating Transparency in the Midst of Company Chaos

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Neil Sweeney has lots of opinions about how to run a company, especially a newer, smaller one. The founder and CEO of beacon network company Freckle IoT, says that it’s about putting the right people in the right places.

Freckle IoT Inks Global Partnership with Cisco

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Freckle IoT has announced a global partnership with Cisco, allowing the in-store attribution vendor to leverage Cisco’s Meraki access points and more efficiently tie brand advertising campaigns to offline visits on a global scale. As part of the new partnership, Freckle will be a member of Cisco’s Solution Partner Program.

How New Location Data Tools Are Making Attribution a Reality

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The future of retail and attribution is evolving quickly and allowing brands for the first time to have a better understanding of how effective their advertising is. While the search for in-store attribution is at the top of the every marketer’s wish list it’s important that all know the strengths and weaknesses of each methodology.

Predictions 2017: Attribution Is Next

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Sponsored Content: The companies who prove that their media is better at driving in-store visits will reap the benefits. Measurement will not come from the vendor itself but rather from third-party measurement firms decoupled both from the buying and selling of advertising and from the platforms on which the media runs.

Openings and New Hires at Acquisio, Cuebiq, Freckle IoT, SpinGo

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Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Yext, Zift, SproutLoud and Kantar Media.

Street Fight Daily: Amazon Warehouses Spreading Rapidly, Google Adds More Ride Services to Maps

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… New Amazon Data From Wall Street Should Terrify All Retail Stores in the US… Google Adds Lyft and Gett to Taxi Options on Maps… How Publishers Can Help Brands Navigate the Content Marketing Crossroads…

#SFSW16: Identifying the Location ‘Currency of Local’

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“The way we categorize data is it’s probabilistic,” said Juice Mobile CEO Neil Sweeney at Street Fight Summit West. “If you are acquiring or buying location from bid stream data, your location is inferred and inherently flawed.”

Juice Mobile CEO: Beacons Will Make Location ‘Honest’

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Neil Sweeney, chief executive of both Juice Mobile and the spin off, Freckle IOT, talks with us about how wearables will impact the mobile ad industry and why beacons will finally make mobile location data “honest.”

Street Fight Daily: Mary Meeker’s 2015 Internet Trends, Google and Apple Adjust Mobile Payments Strategies

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… KPCB’s Mary Meeker Points to Slowing Growth in Internet Trends Preso (Re/code)…
Google and Apple Adjust Strategies on Mobile Payments (New York Times)… Google Confirms That a ‘Buy’ Button Is Coming to Search Results (Business Insider)…

LBMA Podcast: xAd’s Global Blueprints, ShopperTrak Partners With Shopkick

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On the show: MedNav tries to be the OpenTable for medical appointments; Sponda uses RFID to add location to malls; Freckle IOT partners with BlueBite; StudioTime tries to be the AirBnB of recording studios; Christophe Remillet of OneVisage…