Street Fight Daily: Amazon’s Drone Program, Location and Mobile Ads

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

The Future of Retail Delivery: Amazon’s Drone Program (New York Times)
Farhad Manjoo: So what’s Amazon’s ultimate aim in delivery? After talking to analysts, partners and competitors, and prying some very minimal input from Amazon itself, I suspect the company has a two-tiered vision for the future of shipping. First, it’s not trying to replace third-party shippers. Second, It wants to go fully autonomous, up in the sky.

Mobile Programmatic Ad Growth Propelled By Geotargeting (GeoMarketing)
The tandem rise of real-time bidding and location targeting of consumers’ smartphones is more widely used to create deeper audience profiles for future ad serving as opposed to aiming messages at consumers who happen to be in range of a geofence, says CEO Frost Prioleau.

What Local Consumers Really Want From a Loyalty Program (Street Fight)
To dig into what consumers expect in the loyalty programs they use most frequency today, we checked in with executives at a few of the most well-known loyalty platforms. Here’s what they said consumers are looking for in loyalty programs right now.

Facebook Combats Ad Blocking By Giving Users Control Over What They See (AdWeek)
Facebook thinks it has the antidote for ad blocking. Today, the social media giant and advertising darling is introducing a tool that could help users have more control over the ads they see, which Facebook says could help users view online ads as something to be appreciated rather than blocked.

How Local Businesses Can Survive and Thrive in the Age of RankBrain (Street Fight)
David McIninch: A great site with proper titles, tags and meta descriptions alongside good and relevant ad copy, and an intelligent approach to drive the maximum number of relevant clicks, is the best defense for the local business against the self-awareness of the RankBrain machine.

Twitter Doubles Down on Moments (MediaPost)
While it can’t cure all that ails Twitter, the success of Moments has been a source of optimism for the social giant. To keep the party going, Twitter is expanding Moments to include more influencers, brands, partner publishers — and, in the coming months, everyone else.

How Fast Food Chain Jack in the Box Responds to 25,000 Social Media Mentions Per Month (Digiday)
Responding to complaints about soggy fries or wrong burger orders may seem like a job from hell, but it doesn’t necessarily have to be painful when done the right way. That’s what fast-food restaurant Jack in the Box realized when it shut down all its customer care call centers, bringing customer service entirely online a year ago.

How Marketers Can Benefit from Automating Content Creation (eMarketer)
One of the expected benefits of automating content creation is maintaining and updating content more easily. In addition to maintaining and updating content more easily, 56% of respondents believed that by automating content creation, they’ll be able to create modular content to achieve dynamic content assembly, and nearly half (47%) said they’ll be able to adjust or respond in real time.

Publishers, Hedge Your Bets on Facebook and Snapchat (AdExchanger)
Christian Baesler: We’re at an inflection point where Facebook engagement potentially is peaking while new platforms are on the rise. Consumers don’t share as much on Facebook as they used to and have migrated their sharing to Instagram and Snapchat, among others. Yet Snapchat will likely be no different for publishers than Facebook. As advertisers urge Snapchat to improve its offerings, it will start to change.

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