Street Fight Happenings
Street Fight’s August Theme: Doubling Down on Data
When we ask ourselves which way those winds are blowing, the clear answer this month is heightened attention to the evolution of consumer data. That’s right, we’re doubling down on last month’s theme. This happens every once in a while when topics are weighty enough. We did the same mid-pandemic regarding Covid’s impact on local commerce.
SOCi Acquires Brandify, Melding Location Marketing Strengths
Brandify has been acquired by SOCi, a fast-growing market leader in location and social media management for enterprise brands. Brandify and SOCi will combine their technologies and expertise under the SOCi name to serve more than 700 major national and international brands, accounting for over 3 million total store and office locations worldwide. The acquisition includes Street Fight, which will continue to operate as an editorially independent media outlet.
Street Fight’s July Theme: Data’s Next Era
This month, Street Fight’s monthly focus is data. Of course, this entails more coverage of the disruptions to the ecosystem surrounding privacy — how will companies understand and build experiences for consumers as tracking gets more complicated? But the theme also pertains to innovations in data management and analysis and new use cases for AI, among other topics.
Latest Posts
What Location Data Tells Us About Post-Pandemic Tourism
Data-driven insights have become crucial as the world prepares to reopen and drive growth to key travel destinations. Every single consumer segment has had to change their lifestyles and adapt to a changed landscape. This increases the urgency of collecting timely data to inform decisions as opposed to relying on past wisdom.
What Does the Arrival of Approximate Location Mean for Granular Ad Targeting?
Tucked into Android’s latest privacy update is a change that many marketers didn’t see coming. Smartphone owners with Android 12 or higher now have the option to share “approximate” location instead of precise location, restricting app developers from accessing their exact whereabouts in real-time.
Heap’s Journey Maps Show How Consumers Navigate Digital Experiences
Heap is rolling out a new data science tool designed to help teams understand how users navigate digital experiences. The “Journey Maps” tool is the latest addition to Heap’s suite of data science tools, designed to surface high-impact insights about user behavior on consumers’ websites and digital products.
Shoppability is the New Black
But like many Covid-driven trends, shoppable content has been accelerated by shifting circumstances. And now it’s on a collision course with the holiday season. This means that the companies that are positioned to capture that spend will reap the rewards this year. We’ve seen much jockeying in the ad tech world for this very reason.
LBMA: Old Spice Goes Wild with Snapchat at Walmart
In this episode of Location Weekly, the Location-Based Marketing Association covers Old Spice going wild with Snapchat at Walmart, Toronto’s Art Heist scavenger hunt, United Airlines using PayPal QR codes for in-flight payments, and Starfield Hanam shopping mall in Korea launching an interactive video wall campaign.
Will Audio-Only OOH Be 2021’s Biggest Ad Trend?
The Trade Desk’s recent decision to expand its omnichannel demand-side platform (DSP) to support audio out-of-home (AOOH) through partnerships with Vistar Media and Vibenomics is just the latest in a string of high-profile moves in the audio marketing space. With an extension of OpenRTB integrations to include audio-only OOH, The Trade Desk is moving into the forefront as the first omnichannel DSP to support the extension and allow advertisers to programmatically purchase audio inventory from networks like Vibenomics.
BeOp Adds Conversation to Post-Cookie Contextual Advertising
The contextual, conversational advertising firm BeOp believes it has the solution to the death of cookies. The company, which works with more than 90% of premium publishers in its home country across the Atlantic, connects advertisers with consumers reading content related to their products and services. But what distinguishes BeOp from contextual ad competitors is the style of its ads: conversational quizzes and questions that drive engagement and zero-party, or fully consensual and explicit, data collection.
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What Location Data Tells Us About Post-Pandemic Tourism