Street Fight Daily: Inside Yahoo’s Restructuring, Sharing Economy Goes Small

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

Yahoo Restructuring Begins Slowly With Stealth Layoffs and ‘Invest/Maintain/Kill’ List (Recode)
Yahoo CEO Marissa Mayer has a list, and on it are exactly three options: Invest/Maintain/Kill. That is now the guiding force behind the restructuring of the Silicon Valley Internet giant. And as things take shape in the next weeks, the interest in buying Yahoo from outsiders will increase, with a number of possible buyers starting to make real moves.

Is Uber Paving the Way Toward Verified Consumer Reviews? (Street Fight)
Damian Rollison: In an atmosphere where fake reviews are all too easy to create, we need tools that help distinguish real opinions from garbage. Moving beyond the limitations of data algorithms, fact-based approaches hold out the promise of grounding review services in observable truth.

Is the Future of the Sharing Economy Small-Scale? (Pacific Standard)
The sharing economy itself is the marketplace connecting independent contractors with goods and services to those who want to use them for a finite period of time. Companies like Uber and AirBnB? Purveyors of the middleman economy — and model examples for economists who believe the sharing economy will be our future, if the middlemen tech companies start allowing small, independent contractors to use their services as enterprise software.

Mobiquity Brings Beacons to the Movies — And Consumer Data to Hollywood (Street Fight)
Mobiquity will be installing beacons in 300 of the theater complexes with which Screenvision is partnered. The beacons are intended to help further engage consumers with the brands that are serving up pre-roll ads on the silver screen.

Moz Raises $10 Million in Funding Round (Seattle Times)
Moz, founded in 2004, provides online marketing tools to its customers. It plans to use its $10 million in new funds to sell and promote its newest products, which include a software system for physical businesses to develop an online presence.

Attribution: What’s Next In 2016? (Marketing Land)
Eric Dezendorf: The days of the old attribution model are long gone, and in 2016, providers are going to make the next leap toward serving their clients with the fastest, most relevant and actionable data to help them understand the impact of their marketing campaigns.

Consumers and Mobile Pay: We’re Aware of It, But We Don’t See the Benefit (GeoMarketing)
One day mobile payments is set to revolutionize the in-store experience, the next it’s dead in the water due to security concerns. As retailers and marketers continue to wrap their heads around mobile payments, they still don’t feel properly informed on how it works.

This Is How Google’s Project Wing Drone Delivery Service Could Work (Fast Company)
A new patent filing from Google reveals how its Project Wing drone service could deliver your packages. Google has developed “mobile delivery receptacles,” remote boxes on the ground with wheels that work hand in hand with its delivery drones. The drone transfers its package into the receptacle, which scurries off to a secure holding location where a customer can pick it up.

Relcy Adds Messaging to Its Mobile Search Engine (VentureBeat)
Relcy has incorporated a messaging system into its mobile search engine that it promises will “simplify how you search and share with friends.” The in-app chat feature utilizes a Slack-like command line where you simply type in “@” plus a keyword to pull up specific results.

Print Is Dying, Digital Is No Savior: The Long, Ugly Decline of ghe Newspaper Business Continues Apace (WGBH)
Not only do newspapers remain tethered to 20th-century industrial processes such as massive printing presses, tons of paper, and fleets of delivery trucks, but efforts to develop new sources of digital revenue have largely come to naught.

L.A. Aims for the Future of Urban Mobility with — Xerox? (GreenBiz)
The element that’s often missing in the so-called “urban mobility” rush is the ability to compare all of your options at a given moment. In a bid to fill that void, the city of Los Angeles and business services giant Xerox announced a new pilot project that rolls public and private transportation options into one custom mobile app for the city.

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