Street Fight Daily: Twitter Offers Brands Its Audience API, AirBnB Testing Local Commerce Bots

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

Twitter Offers Audience API to All Brands (MediaPost)
Giving brands better insights into their customers, Twitter on Wednesday announced the broad release of its Audience API. The Audience API helps brands retrieve demographic data across 10 user models, as well as at the intersection of a combination of any two. One input is a list of Twitter User IDs with which brands can quickly understand audiences engaged with specific topics, conversations, or events.

AirBnB is Working on Bots to Catalyze its Travelers’ Local Spending (Recode)
The highly valued startup is tinkering with ways to integrate its services into AI home devices like the Amazon Echo. Adding bot features is another stab from Airbnb at finding revenue from supplemental services, features like museum- or restaurant-booking that the company is expected to unveil sometime later this year.

Why Local Businesses Should Embrace Google’s New Rich Answers (Street Fight)
Manpreet Singh: If you’re concerned about attracting customers through SEO content, you likely have mixed feelings about the recent enhancements made by Google to improve user experience. But here are three ways that Rich Answers can actually improve the quality of your web traffic.

Poking Around the Location Data Potential of Pokémon Go (AdExchanger)
Allison Schiff: Brick-and-mortar retailers can also use these in-app tools to beckon Pokémon – and users – to a given location. From there, it’s a short mental leap to location-based promotions and campaigns. “Connecting in-game actions to offline behaviors to optimize gameplay would likely be the first-use case with this data asset,” said David Shim, CEO of Placed.

LMC Chief: Local News Pessimists Are Missing the Big Innovations (Street Fight)
Tom Grubisich: Is the outlook for local digital news as gloomy as a spate of recent reports indicates? Or are the forecasters looking in the rear-view mirror? We spoke recently with Rusty Coats, executive director of the digitally focused Local Media Consortium, about why the prognosis for local media might not be as bad is it seems.

Google Expansion of Local Inventory Ad Product Search Now Live in Maps and Knowledge Panels (Search Engine Land)
In May, Google announced it would soon give retailers running Local Inventory Ads, another way for searchers to find out if a product is available in their local store. That functionality is now live, with retailers like Ikea, Macy’s and REI participating.

What’s Wrong with Geofences? UberMedia Has an Answer (GeoMarketing)
Geofences are fine for alerting customers near a store to an opening, offer, or a sale, but when it comes to providing brands with actionable analytics and precise targeting at specific consumer intents, the process can be limited. Mobile behavioral insights platform UberMedia believes it has built a better version of the traditional geofence technology”

Breakfast Chain Rolls Out New Product Assisted by Snapchat, Youtube (Digiday)
Denny’s is rolling out 50 percent fluffier pancakes across its over 1,700 locations this week, and announcing the move — made with a nod to the growing demand for fresher ingredients — through partnerships with YouTube, Snapchat and other digital channels in its biggest campaign to date.

Why Consumers Download, and Delete, a Retailer’s Mobile App (eMarketer)
A May 2016 survey by Survata for mobile commerce platform provider Branding Brand found that seven in 10 U.S. iPhone owners said that earning loyalty points for downloading a retailer’s mobile app had influenced them to download it. More than two-thirds of respondents had been induced to download an app by app-only coupons or discounts.

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