Street Fight Daily: Goldman Sachs’ Advertising Report, App Search Company Tests Mobile Ads

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

Goldman Sachs: Online Advertising About to Be ‘Fundamentally Restructured’ by Apple, Google, and Facebook (Business Insider)
Online advertising is about to be restructured in a way that will result in “massive consolidation,” according to a report released this week by Goldman Sachs. In the report, analysts touch on three main drivers behind this shift: the growth of mobile, user experience, and the rise of ad blocking. Here’s a breakdown of the findings.

App Search Engine Quixey Now Taking a Crack at Mobile Ads (Recode)
Quixey, a pioneer in app search, is releasing a mobile tool called Deep View Cards that allows apps to run ads within other apps. It’s a new step for the company, which started out enabling users to discover apps, then moved into mobile search through deep linking.

6 Strategies for Segmenting Website Visitors for Real-Time Personalization (Street Fight)
Just because the concept of real-time website personalization has reached a tipping point doesn’t mean the majority of marketers fully understand the best ways to implement segmentation strategies. Here are six strategies from three top industry experts that detail how to segment website visitors for real-time personalization.

Shopify Partners with U.S. Postal Service to Woo More Retailers (Reuters)
Shopify has announced a tie-up with the U.S. Postal Service, making it more attractive for smaller retailers to use the Shopify platform to power their ecommerce sites. The arrangement provides participating merchants with retail rate discounts and allows them to schedule free pickups.

Openings and New Hires at Yext, Acquisio, and ServiceTitan (Street Fight)
Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. In this week’s column, Yext hires a slew of new executives, Acquisio brings on local marketing expert Sebastien Provencher as VP of product, and ServiceTitan appoints a new head of sales.

Who Will Block the Ad Blockers? Publishers Are Proceeding with Caution (Poynter)
Rick Edmonds: The leading vendors of response systems to ad blockers use as their calling card primary research on the extent of blocking, and the demographics and motivation of those who do it. Their products seem to be nuanced and experimental — not telling the blockers to get lost, but rather initiating a dialogue about subscriptions and other options.

How Appliances Helped Lowe’s Master Mobile Commerce (
Customers have integrated mobile into their path-to-purchase activities, and everything from initial brand research to a final check of product ratings while in the store happens on smartphones. Savvy retailers understand this and are working hard to make the phone a seamless part of the in-store shopping process — something that home improvement retailer Lowe’s seems to have mastered.

Apple’s Former Retail Chief Now Delivering iPhones with Concierge Service (Recode)
Back in the day, former Apple retail chief Ron Johnson would plan all year for the frenzy of activity that typically accompanies the launch of a new iPhone. Johnson has a calmer, more personalized approach in mind for Friday’s debut of Apple’s latest smartphone. His new ecommerce company, Enjoy, will dispatch trained experts to hand-deliver the iPhones to consumers’ homes.

Mobile Marketing, Location, and Attribution (Huffington Post)
Mark Campos: Marketers are learning the only end-to-end solutions that can measure ad effectiveness from impression to purchase are first-party, native platforms with accurate location signals.

LBMA Podcast: Apple Buys Mapsense, Wycombe Wanderers Outfits Players with GPS Trackers, Zonetail Raises $2.3 Million (Street Fight)
On the show: Apple buys Mapsense; Wycombe Wanderers outfits players with GPS trackers; Pokemon GO brings game to the physical world; Zonetail raises $2.3M; Where2GetIt becomes Brandify. Plus, news from Under Armour, Sports Authority, and MapMyFitness; Socialgist and Foursquare; and AdMobilize and Verizon.

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