Street Fight Daily: Google Expands Free Measurement Tech, Social Gains More of Marketers’ Budgets

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

Google Expands Free Measurement Tech for Its Marketing Cloud (AdExchanger)
Google will expand its free marketing measurement software by adding an A/B testing product (Google Optimize), a data reporting and dashboard-creation tool (Google Data Studio) and new machine learning capabilities for Google Analytics.

Social, Not Search, Gaining More of Marketers’ Budgets (MediaPost)
Marketers are willing to open their pockets and trust Google, Bing, and Yahoo to charge the appropriate cost per click while protecting their brand search term, but this year they will open their wallets just a bit wider for Facebook.

Yext Integrates with Uber as Local On-Demand Becomes More Ubiquitous (Street Fight)
With the new integration, clients of Yext’s Location Cloud for listings and local site management can let their customers book an Uber ride to their store from a local website, app, or email campaign via a “Ride with Uber” button. Once the customer catches a ride, the business can show an offer or other information to the rider. Business Insider: Uber expands UberEATS in London as food delivery wars continue.

The Financial Times Charts a Path Toward Transacting on Attention Instead of Impressions (eMarketer)
For more than two years, the Financial Times has been spearheading initiatives to shift the buying and selling of digital brand advertising away from volume-based impression metrics like CPM to measures that take into account the length and quality of attention audiences are giving to ads.

The Google My Business API Takes Another Step Forward (Street Fight)
Damian Rollison: Google has many paths for sourcing local content, from user edits to third party licensed data, but none provides as comprehensive or accurate a source of truth as data that comes directly from businesses, so there’s every reason to remove friction from that path wherever possible.

New Initiative Helps National and Local Outlets Collaborate (Nieman Lab)
Announced in June, Montclair State University’s Local/National News Partnerships Project aims to explore ways to make it easier for national and local news organizations to work together — whether through efforts as ambitious as co-reporting projects or as simple as content sharing.

Pittsburgh Tribune-Review Shuts Down Print Edition (Poynter)
The Pittsburgh Tribune-Review announced this morning that it will discontinue its print edition Nov. 30 and become a digital-only publication. The announcement underscores just how rare it has become for two competing newspapers to stay in business in the same city.

Twitter Now Lets Any User Create and Curate Moments (VentureBeat)
Today Twitter said that it’s starting to roll out the ability for any user to make their own Moments in the app’s web client. The feature is coming soon to Twitter’s mobile apps.

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Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]