Street Fight Daily: xAd Launches Blueprints, Square Buys Into Food Delivery

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

xAd Launches Blueprints To Track In-Store, Not Just Near-Store, Visits For Location Marketing (Marketing Land)
Mobile location advertising technology firm xAd introduced Blueprints on Wednesday as a solution aimed at giving media buyers peace of mind that their messages resulted in a store visit or sale. xAd says that Blueprint’s technology derives place data based on physical boundaries of business locations.

How Mobile Data Is Helping to Transform the Television Industry (Street Fight)
Steven Jacobs: At the annual Upfronts in May, expect to hear a word seldom spoken among the TV community: data. Some of the largest cable networks have already announced unprecedented data initiatives, leading many to believe that the small screen may finally be responding to the call of the web.

Square Acquires Fastbite To Add Cheap, Fast Meals To Caviar (TechCrunch)
When Square bought food delivery startup Caviar last summer, it seemed like a strange acquisition for the payments company. But over time it’s become clear that Square is committed to competing in the increasingly crowded food-delivery segment.

Maps in iOS 8.3 Lets Business Owners Claim POIs, Removes Select TripAdvisor Reviews (Apple Insider)
Apple Maps was updated as part of Apple’s iOS 8.3 release on Wednesday, adding a tweaked “Report a Problem” tool that lets business owners claim marked points of interest in-app, while at the same time removing select TripAdvisor data that started showing up last week.

$70 Billion In Offline Sales In India Will Be Web-Influenced By 2019 (Forrester)
Less than 1% of total retail sales in India were made online in 2014, but the impact of the Web on offline sales is much greater. The emergence of smartphones and the mobile Internet is playing a much bigger role in influencing the purchase decisions of online users.

The Bold Italic, Gannett’s San Francisco Attempt to Find A New Way to Do Local, is Shutting Down (NiemanLab)
The Bold Italic described itself as “not a news site” and built its editorial and business approaches around engagement with the community. The site was owned by newspaper giant Gannett, but from the start it went out of its way to deemphasize that fact.

How Amazon is Getting Beat by an Upstart Alcohol Delivery App in its Own Backyard (Pando)
Playing David to Amazon’s Goliath is Boston-based alcohol delivery startup Drizly, which is still operating — delivering beer, wine, etc. in Seattle — while local tech giant Amazon has mysteriously ceased offering the service. So how can a three-year-old Boston startup beat Amazon in its home town?

Apple Faces Local Battles as It Prepares Global Payments Push (Reuters)
Apple Pay has taken the United States by storm since its launch and the company has said it already accounts for around $2 out of every $3 spent using “contactless” payments on the three big U.S. card networks. But the tech giant will need a whole lot more magic as it looks to extend the service to international markets.

Offline Conversion Metrics Becoming A Critical New Standard (Local Search Insider)
Greg Sterling: Store visits and offline conversions are becoming a new standard and must-have metrics for brands. Eventually offline visits will be a critical metric for providers of SMB marketing services as well. Indeed, it’s already starting to happen.

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