Street Fight Daily: Google Beacons Could Transform Local Biz, Instagram’s New API

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

How Google Beacons Could Transform Local Business (Search Engine Land)
Chris Marentis: As Google’s Eddystone beacon technology matures, applications could be developed that give local businesses access to the same technology that Apple’s iBeacon offers, but open to every customer with a smartphone, watch, or tablet.

You’re About To See More Instagram Ads Thanks To Its New API (The Next Web)
We knew it was coming – Instagram announced a test of its advertising API back in June – and now it’s here. The switch has been thrown and now everyone can start buying ads.

INFOGRAPHIC: A Quick, Deep Dive Into Local Optometrists (Street Fight)
Neal Polachek: Local optometrists in the U.S. number some 33,000 businesses and generate an estimated $15B in annual sales at an average of $450k per year. The industry is growing at 5% annually, but it’s under considerable pressure from the likes of Amazon and Warby Parker.

Apple and Google Know What You Want Before You Do (Wall Street Journal)
Both companies hope that their new predictive features, some of which are expected this fall, will keep their users loyal and lock them into related services that make money. For Apple, that means more returning customers for its iPhones. For Google, it means more engaged users for its advertisers. (Subscription required.)

The Agency View on Vox Media: ‘The Modern-Day Condé Nast’ (Digiday)
Among the ad-buying community, Vox is lauded for its premium content and state-of-the-art publishing platform. And what Vox lacks in scale, it makes up for in its ability to reach the Gen Y audience that advertisers are so desperate to sell to.

Yelp, LinkedIn Pull Support for Old-Fashioned Display Ads (MarketWatch)
Last week, Yelp announced plans to discontinue its display-ad business by the end of this year after reporting that it negatively impacted growth. Meanwhile, LinkedIn reported a 30% year-over-year decline in display-ad revenue and announced plans to shift away from it.

The Locals Take On Google’s Home Service Ads (Search Engine Land)
Andrew Shotland: Last week’s appearance of Google’s Home Service Ads sent a bit of a shockwave across the local search industry. For a bit more color, I asked a few local search veterans to weigh in on this new development.

Speedy-Delivery Startup Deliv Expands to Nine New Markets (CNET)
Deliv, a startup that offers same-day deliveries from brick-and-mortar stores, announced a big expansion Monday, more than doubling the number of markets it reaches. This coincides with Macy’s, which uses Deliv to power its deliveries, growing its same-day shipments to all nine of Deliv’s new markets.

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