Street Fight Daily: Ads Coming to Google’s Local Pack, xAd Partners with ComScore for Attribution

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

Google Confirms Ads Are Coming to Local Pack (Search Engine Land)
Yesterday, at the SMX Advanced Local Workshop, Google confirmed that ads are coming to the Local Pack. The timing and precise appearance and placement are to be determined. The top Local Pack listing could be an ad — a major development, especially in a local mobile search context.

How Community News Can Win Respect — And Bring in Revenue (Street Fight)
Tom Grubisich:You can’t always focus on monetization,” says 30A’s Mike Ragsdale. “You have to focus on what’s good for the community and for your audience. In my experience, if you do that, the money will eventually follow. Put others first, and they’ll inevitably support you.”

ComScore Is Working With xAd to Measure Foot Traffic From Online Ads (AdWeek)
ComScore and xAd (a location-based mobile ad network) are beginning to measure how effective xAd’s mobile campaigns are for driving in-store visits. Today, the companies introduced a new tool called comScore Location Lift in xAd, which combines comScore’s campaign validation and methodology with xAd’s technology to let advertisers measure reach and frequency to see how campaigns affect foot traffic.

#SFSW16 VIDEO: The Virtual Reality Revolution and Its Implications for Local (Street Fight
With the rise of Oculus and a host of other new companies, there has been lots of talk this year about the potential local and retail implications for virtual reality and augmented reality. At Street Fight Summit West in San Francisco earlier this month, a panel examined how brands and retailers see the VR/AR opportunity.

Amazon is Building Its Own Shipping Business — Here’s What FedEx Has to Say About That (Business Insider)
Amazon often gets the credit (or blame) for derailing industries — like bookstores or clothing retail — when it steps onto their turf. Now that Amazon is building its own shipping fleet, investors are wondering what it means for FedEx and UPS. On TechCrunch: AmazonFresh wakes back up with a Boston launch.

How a Publisher’s New Trend-Predicting Platform Will Benefit Advertisers (AdWeek)
For the past two years, Hearst has been developing Buzzing@Hearst, an analytics-driven platform that analyzes thousands of articles across Hearst’s vast array of properties, from newspapers and magazines to local TV stations, to determine which articles are trending higher so that editors can curate them for their sites. And now it’s opening up the Buzzing platform to advertisers.

How a Utah Media Company Aims to Take Native Advertising Local (Columbia Journalism Review)
The company that owns the Deseret News, Salt Lake City NBC affiliate KSL, and has created native ad campaigns for several dozen businesses over the past three years en route to a seven-figure stream of new revenue. In 2014, it began a pilot program selling similar marketing services to other local publishers.

Narvar Raises $22 Million to Help Internet Retailers Deliver Physical Goods (TechCrunch)
Battery Ventures led a $22 million, Series B investment in Narvar, joined by Fung Capital, a logistics-focused fund, and Narvar’s earlier backers Accel and Freestyle Capital. The San Bruno, Calif.-based startup is already working with major internet retailers including: Neiman Marcus, Nordstrom, Coach, Sephora and Bass Pro Shops.

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