Street Fight Daily: Google/Facebook vs. Publishers, Will Alibaba Buy Yahoo Stake?

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

In Battle with Google and Facebook, More Publishers Join Forces (Digiday)
Google and Facebook alone will control 51 percent of digital ad revenue in the U.S. this year, more than half of the next eight companies combined. No single publisher can hope to rival those numbers, which is why many have looked for new ways to stay competitive. The go-to tactic for some is the programmatic collective.

How Data Is Poised to Significantly Transform Local Marketing (Street Fight)
Michael Fordyce: It’s becoming clear that this is the year when our industry effectively leverages data integration across the marketing ecosystem. One significant aspect of this industry evolution is the injection of physical-world data with other data sets, as well as mobile. Mobile data is the glue that connects all data with the broader ecosystem.

Alibaba Raises More Cash, Yahoo Stake In Sight? (Forbes)
Chinese ecommerce giant Alibaba is reportedly trying to raise $4 billion, possibly to prepare a bid for the huge stake of itself currently owned by Yahoo. As Yahoo’s own original search business fades, investors are paying more attention to its Alibaba stake than the company itself, and Yahoo’s board would probably like to get rid of such attention as it works to rebuild the company.

Good Uncle’s Cerilli: ‘We Could Change the Face of Franchising’ (Street Fight)
If Wiley Cerilli’s new venture has its way, geography won’t be as limiting a factor in determining who has access to gourmet food and celebrated dishes from famous chefs. The company, which recently raised $2.2 million, will launch this fall in smaller cities and towns, linking local populations to big-city food via a mobile app and delivery service.

Most Mobile Marketers Are Using Location, But How Do You Do It Right? (Marketing Land)
Craig Weinberg: Most mobile marketers are using location-based targeting, and they’re using it as a proxy for audience segmentation. I think this trend needs to go from “most mobile marketers” to “all mobile marketers” sooner rather than later, and I’d like to share some tips from the front line.

TaskRabbit Quadruples Its Business, Says It Will Turn Profitable in 2016 (Inc)
As other startups have pursued a strategy of raise fast and spend fast, TaskRabbit, one of the first on-demand offerings, has played the role of tortoise, not hare. While its slower-growth approach hasn’t made it a billion-dollar “unicorn” yet, it has brought TaskRabbit to a place most of those unicorns have never seen: the verge of profitability.

Amazon May Take Prime Now Restaurant Delivery Abroad (Eater)
Retail giant Amazon has been steadily expanding its Prime Now restaurant delivery service in the U.S. Now the company is looking to make a move across the pond, conducting surveys in the United Kingdom to determine if it will fit in the market.

AppCard Raises $20M to Fuel Growth, Develop Tech (MediaPost)
AppCard, a marketing and loyalty platform for small and medium-size retailers, has announced the close of a $20 million series B funding round. AppCard sends personalized offers from retailers to consumers based on their shopping habits. Offers include mobile coupons, SMS messages, and a reward points system.

Former P&G Marketer Launches PawedIn, a Media-Agency Blend for the Pet Industry (AdAge)
Procter & Gamble alum Keith Johnson is launching PawedIn, a social network and content hub for pet owners, online directory of veterinarians and other pet service providers, and digital agency for local pet businesses and national brands alike. It’s a media-agency mixed breed, essentially a digital agency built around a social network and marketplace.

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