Street Fight Daily: FTC Clears Yelp, Meredith’s Mobile Play

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

yelp-stickerYelp Says FTC Has Dropped Inquiry Into Its Reviews (Fortune)
For the second time, the Federal Trade Commission opened an inquiry into local review site Yelp and complaints by business owners about how it handles negative critiques. And for the second time, the agency has declined to bring a case against Yelp for any wrongdoing.

Could the Mobile Ad Industry Spin Off a Data Business? (Street Fight)
Steven Jacobs: The data collected by mobile companies is often far more comprehensive than their online counterparts, offering insights into the complexities of consumer behavior between places — not just websites. Could that data actually become a business in its own right?

Go Local Or Go Home: Meredith Corporation Gets Serious About Location (AdExchanger)
The publisher announced a partnership with mobile ad platform Verve on Tuesday that the company said will give its broadcasting arm a two-fold advantage: a consistent look and feel for its suite of station-specific news and weather apps coupled with robust backend sales support.

Solving the Dirty Data Problem in Location-Based Advertising (Street Fight)
Mike Schneider: Without accurate data, advertisers can inadvertently serve the wrong content to the wrong people in the wrong places. Even worse, if advertisers build audience personas on inaccurate location data, the efficacy of a campaign could be close to nil.

Grubhub CEO Gives Himself A Performance Review, After A Whirlwind Year (Fortune)
After a merger, an IPO, and an executive shakeup in just one year, Matt Maloney likely needs to catch his breath. Most companies accomplish half as much as GrubHub did in 2014, without having to contend with the effects of a merger. Here’s his self evaluation for 2014.

SPONSORED POST: Mobile Media Summit Takes on Apps and Ads in San Francisco (Street Fight)
Mobile Media Summit, the largest mobile media and advertising conference in North America and Europe, kicks off 2015 with its third annual event in San Francisco on January 26th at The Westin St. Francis. This year’s theme is “Apps and Ads” where top brands and agencies discuss how they are using apps in the marketing.

New York City Suspends Uber Bases Over Trip Records (Newsweek)
Following a heated debate about trip-record data between New York City’s Taxi and Limousine Commission and Uber this fall at a public meeting and a hearing, the New York Office of Administrative Trials and Hearings has suspended five out of six Uber bases.

Wi-fi Alliance Intros Beacon-like Tech To Offer Context (GigaOm)
The Wi-Fi Alliance is creating a new certification program called Wi-Fi Aware that seeks to provide information about where a device is in relation to other devices and to share contextual information with the user without sucking down a lot of juice.

Think Small: Why Big Data Isn’t For Everyone (AdAge)
Small data, as I define it, is the smaller data sets that a single organization collects about its customers. It encompasses the few pieces of information that become extra-valuable in affecting customer response.

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