Street Fight Daily: AOL Takes Over Microsoft Display Ads, Uber Acquires Bing Mapping Assets

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

AOL in Deal With Microsoft to Take Over Display Ad Business (New York Times)
Under the agreement, AOL will take over management and sales of display, mobile and video advertising that appears on Xbox, Skype and other Microsoft products in the United States, Canada, Japan, Brazil and five European countries.

Uber Acquires Part Of Bing’s Mapping Assets, Will Absorb Around 100 Microsoft Employees (TechCrunch)
Uber will acquire assets from Microsoft Bing, including roughly 100 employees focused on the product’s image collection activities, to bolster its own mapping work.

Report: Marketplace for On-Demand Apps Set to Grow (Street Fight)
A new report from industry organization The On-Demand Economy finds that there is a “massive” market opportunity for on-demand mobile apps, and that even as consolidation occurs they will likely continue to transform the local economy.

Toyota Gets Local, Uses Geo-Targeted Snapchat Ads (Ad Age)
Videos from the “Let’s Go Places” campaign will run inside Snapchat’s localized Live Story feature, marking what Toyota says is the first time an automotive brand has utilized that local ad format.

6 Tools for Linking Digital Marketing Efforts to Offline Sales (Street Fight)
Only 18% of marketers currently say they feel “very confident” in their ability to measure mobile ad ROI. In order for that number to increase, marketers will need to partner with hyperlocal vendors that provide online-to-offline ad attribution. Here are six examples of vendors that they could work with.

Mobile-Friendly Isn’t Enough For Local Businesses: 3 Pitfalls To Avoid, From A Recent #LocalU Hangout (Search Engine Land)
On a recent Local University hangout on mobile and local, local search and analytics experts gave some insights on the growing importance of mobile search and mobile site design.

How Square Aims to Bring Apple Pay Into Mom-and-Pop Shops (Macworld)
When Cupertino took the wraps off Apple Pay last fall, some predicted that it would crush smaller mobile payment companies like Square. Now it’s clear that Apple needs Square to reach the millions of independent shops that otherwise would sit out the switch to mobile payments.

INFOGRAPHIC: How Digital Coupons Are Driving In-Store Conversions (Street Fight)
Not only do 92% of U.S. consumers use coupons, but consumers also redeemed 66 million digital coupons in 2013 — up 141% from the previous year.

To Create Engaging Content, Marketers Need Tech (eMarketer)
When marketers were asked which trends they envisioned having the largest impact on marketing over the next five years, 38% cited the convergence of marketing and technology — the No. 1 response.

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