Street Fight Daily: Google Launches Retail Ad Update, Pokémon Go to Host Local Ads

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

Google Courts Retail and Hotel Marketers with New Features (AdAge)
Retailers in the U.S., U.K. and Australia will soon be able to highlight their products in showcase shopping ads — providing an edge in retail searches where consumers just use broad terminology, like “brown boots.” Google is planning to eventually roll out a premium version, which gives even more control over curation to merchants.

6 Ways Local Merchants Are Using Pokémon Go to Drive Business (Street Fight
With interest in the augmented reality game reaching a fever pitch this week, savvy local merchants and national retailers are using social media and targeted rewards to lure in Pokémon Go players and turn them into paying customers. Here are six examples of ways that merchants are doing that right now. Business Insider: Ads for specific locations are coming to Pokémon Go.

Why Location Isn’t Enough for Mobile Advertising (MediaPost)
Scott Swanson: While it’s a milestone for advertising technology, a step forward in the ongoing pursuit for better mobile engagement, when it comes to mobile performance location is still not enough. The real obstacle is how location — a single signal, one data point among a vast data set — is leaned on to define a campaign strategy.

PlaceIQ Expands Location Data Network, Joining Oracle’s BlueKai Marketplace (Street Fight)
The company will make its audience targeting data available to Oracle’s brand and agency customers, allowing them to combine it with other first- and third-party data streams to build custom audiences and increase cross-channel marketing effectiveness.

Washington Post Launches Bot on Messenger to Distribute News (Washington Post)
The Washington Post today released a bot for the Messenger platform that will feature top news stories, election alerts and Olympic coverage offering readers a new, on-demand way to access The Post.

Gimbal Launches Proximity Data Platform for Mobile App Publishers (Street Fight
As a way to help publishers better target users, location intelligence platform Gimbal this morning launched a new proximity data service that collects and visualizes location data to help mobile app publishers better understand the real-world behavior of their users.

Mobile Marketing AMPlification: Content, Performance, and Measurement (Search Engine Land)
Jim Yu: What’s the deal with Accelerated Mobile Pages, and how do they relate to micro-moments? Search Engine Land delves into this connection and explains what brands need to know to stay ahead of the curve.

Snapchat’s Ad Sales Strategy Mimics Facebook’s (Digiday)
Snapchat doesn’t have to make up the advertising playbook as it goes; it has found a blueprint that works just fine: Facebook’s. As the messaging and media app matures as an ad platform, it is increasingly following the Facebook way of building an ad sales team and appears to be avoiding the mistakes of less successful platforms.

B2B Marketers Increase Sales Enablement and Technology Budgets (eMarketer)
Marketers are increasing their investment in sales enablement, and compared to 2015, nearly a third of US B2B marketing and sales professionals said their budgets increased at double-digit rates.

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