Street Fight Daily: Yahoo Acquires Hyperlocal Ad-Tech, LivingSocial Cuts Worse Than Expected

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A roundup of today’s big stories in hyperlocal content, commerce, and technology

YahooYahoo Buys Mobile Ad Tech, Now What About Reach? (MarketingLand)
Continuing its push into mobile, Yahoo has acquired AdMovate, a mobile ad-tech startup described as a “sophisticated technology that helps marketers reach their desired audience at the right time and place.” While this is something of a mobile industry cliche (“right ad, right time, right place”) the idea is broadly consistent with the more personalized content and advertising experiences that Marissa Mayer and her team are trying to deliver on Yahoo overall.

How ARLNow Succeeds in a Market Packed With Competitors (Street Fight)
“Print media types may hear ‘quality’ and think ‘in-depth, investigative reporting’ — but that’s not necessarily what I mean,” says ARLNow founder Scott Brodbeck. “At the moment, I believe that breadth is more important than depth in local. But too much or too little of each can hurt. Striking a good balance in terms of shorter and longer articles, and publishing those articles at semi-regular intervals throughout the day, encourages repeat readership.”

Why the LivingSocial ‘Adventures’ Cuts Are more Than Expected (Washington Business Journal)
LivingSocial confirmed Tuesday it would stop producing its own local events, shut down its once-promising “Adventures” line and lay off 30 full-time staffers working in that division across the country. But the number of cuts is almost certainly bigger than a few dozen because the Adventures business, which offered curated bundles of local experiences such as rafting, wine tasting and haunted houses, relied mostly on part-time labor at the time of its demise.

Case Study: Bakery Uses Mobile POS for Real-Time Business Analytics (Street Fight)
When Tara Koenig first began researching mobile point-of-sale systems for her Virginia cupcake bakery back in 2011, her interest wasn’t driven by the lack of upfront costs or tablet integrations. It was driven by necessity. The location Koenig had chosen for her new bakery was a 500-square-foot garage with no telephone lines (a feature that’s typically necessary when installing a hardware-based POS system).

Companies To Develop Privacy Standards For Tracking Brick-And-Mortar Shoppers (MediaPost)
Technology companies that track consumers as they shop in brick-and-mortar stores will work with privacy advocates, regulators and the think tank Future of Privacy Forum to develop a code of conduct aimed at protecting consumers’ privacy, the organization said on Tuesday.The code also will address the best ways to notify consumers about the tracking, and allow them to control whether or not their location is recorded.

Foursquare To Continue Check-in Ads At Comic-Con International (CNet)
After an understated launch with Toys R Us and Captain Morgan, Foursquare’s newest ad unit, the post check-in ad, will make a much louder splash at Comic-Con International: San Diego. Starting Wednesday, the location-based social network will show a select number of people who check-in on Foursquare at the San Diego Convention Center an advertisement for a free movie ticket to “The To Do List,” a comedy that opens in theaters on July 26.

Say Hi To Hi, A Fun Webapp For Sharing Location-based Moments (GigaOm)
Om Malik: Hi, a new mobile web-first app from Craig Mod, a publisher and former product designer of Flipboard, wants to create a narrative map of the world by combining photos, location and some text. In our mad-dash for native platform support, we have to some extent forgotten that the web is the fastest way to learn, adapt and re-polish new services. And perhaps when it is all grown up, a web app should (rather could) graduate to the native platforms.

A GPS Is Not Enough: Weathermob Wants To Contextualize Location Data (PandoDaily)
Weathermob wants to bring this elemental kvetching to the entire globe. The service allows users to snap a picture of their surroundings, share the image with notes about the current condition — the temperature, the conditions, and so on — with other users, and create a social network based around such reports.

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