Street Fight Daily: Uber Launches Food Delivery, Facebook’s Ad Tech Strategy

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

UberEats Comes to San Francisco, Where Food Delivery Is Hot (Recode)
The San Francisco food delivery space is competitive; some companies offer 15-minute wait times by making their own food, some deliver meals from top restaurants. UberEats hopes to rival them all by combining the best of each — quick ten-minute delivery times from the top restaurants.

With Retooled Atlas Under the Hood, Facebook Closes in on Linking Ads to Sales Across Devices (AdAge)
Facebook has run a small test with a brick-and-mortar retailer, tracing ads that ran in one of multiple third-party mobile apps to sales made in one of the retailer’s stores. “We actually connected their point-of-sale [system] and were able to connect it through,” said David Jakubowski, Facebook’s head of ad tech. “They were able to show there was a 13 percent lift in sales.”

Why Online Marketplaces Will Continue to Beat Word-of-Mouth Platforms in the Battle for Local Business (Street Fight)
Adam Burrows: People seek the opinions of their friends. They care what they think and trust them to make recommendations. It’s word-of-mouth marketing — the most prized of its kind since the Stone Age. And its staying power undeniably supports the rationale for a tech-facilitated exchange of endorsements. So why aren’t social recommendation platforms spreading like prehistoric wildfire?

Retail Tech Meets Consumer Reality: Cracking the Consumer Path to Purchase Code (
In 2015, there is no single path to purchase and no single strategy merchants, issuers, and payments players can adopt to get a better grip on the consumer path to purchase. So how can retailers — in the face of this new environment — turn shoppers into buyers?

7 Ways For SMBs to Maximize the Benefits of Online Scheduling (Street Fight)
Before adding new platforms to the marketing mix, merchants should fully utilize the scheduling systems they’ve already implemented at their businesses. Here are seven examples of ways that merchants can maximize the benefits of online booking tools.

Peach, a Lunch Delivery Service, Plans Expansion (New York Times)
Peach, a growing lunch delivery service that operates in Seattle and San Diego, has secured an investment that will allow it to expand its operations. Restaurants decide what selections they will offer through Peach in a given week, and Peach creates a weekly menu that it texts to users.

Tenant King Creates Local Marketplaces Within High-Rise Buildings (TechCrunch)
Founded in NYC, Tenant King believes that by connecting a user with neighbors in high-rise buildings to acquire goods and services, they can create a trusted network that can replace standalone services like Airbnb or Craigslist.

Why Conversion Rate Isn’t The Whole Story: Using Customer Data To Predict Value And Optimize Media Spend (Marketing Land)
David Booth: While it’s great to acquire a new customer, it’s even better to acquire the right kind of customer. If you can connect the dots of customer data and marketing performance data, there’s a whole new level of value waiting to be unlocked.

Instacart and the On-Demand Middle Class (New York Magazine)
New York Magazine business columnist Annie Lowrey details her experiences as an independent contractor for Instacart, revealing the ins and outs of the gig economy in the face of the controversy surrounding employing vs. contracting.

Mobile Video Is the Future of Mobile Advertising (MediaPost)
With all the money going into mobile, and everybody wanting to be “mobile-first,” an emphasis on vertical video could be considered a symbol of the influence that mobile now has in marketing circles.

Where Do Digital Buyers Start Their Online Shopping Journey? (eMarketer)
Asked where they began their online shopping journey, nearly two-thirds of digital buyers in the US said they started with marketplaces like eBay, Amazon, or Etsy, where they could search through a wide variety of goods from various sellers.

Study Finds ‘Supercookies’ Used Outside U.S. (Wall Street Journal)
Most major US wireless carriers are no longer using controversial identifiers that some researchers call “supercookies,” but their use appears to be extensive overseas. Supercookies, formally known as unique identifier headers, are virtually undeletable codes that track mobile users’ browsing habits.

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