Street Fight Daily: Google Introduces Location Affiliate Extensions, Didi ‘Definitely Going Global’

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

Google Drives In-Store Foot Traffic Through Online Affiliate Location Extensions (MediaPost)
Google introduced Thursday affiliate location extensions in AdWords to help manufacturers drive customers to retail locations that sell their products through online ads. Affiliate location extensions can help consumers searching for electronics, for example, find the nearest retail chains where they can buy the product.

With Launch of The Incline in Pittsburgh, Spirited Media’s Brady Says, ‘We Want to Be A Connector’ (Street Fight)
Having recently launched his second “asymmetrical” local news outlet and taken an investment from Gannett, Jim Brady and The Incline’s editor, Lexi Belculfine, spoke to Street Fight recently about how innovative revenue models are building a future for community news.

Didi’s President Says China’s Ride-Hailing Giant ‘Definitely Going Global’ (Bloomberg)
Didi, with a valuation of $35 billion, is an investor in Grab, Uber’s biggest competitor in Southeast Asia; Ola, the largest ride-hailing company in India; and Lyft Inc., the main Uber rival in the U.S. Almost three months ago, Didi Chuxing said it would acquire Uber’s China operations, and the two companies became shareholders in each other’s businesses.

The Where Factor: How Location Data Offers a New Marketing Edge (AdWeek)
Bill Borrelle: Location. It’s not just a crucial factor in real estate. Whether one is globe-trotting or strolling through the Lower East Side of Manhattan, an individual’s longitudes and latitudes form and inform a portrait about him or her.

Openings and New Hires at Invoca, Structured Web, Neighborhood X (Street Fight)
Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at, Comcast Ventures, Factual, and NASCAR.

The Story About AI in Ad Tech is Mostly Fiction (AdExchanger)
Santana Kolay: We’re still a few years away from AI taking over marketing automation. What we see now is improved machine-learning techniques and better automation of some manual steps in advertising workflow.

Raise Report: New Funding for mParticle, Zumper, ActiveCampaign (Street Fight)
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for FlyPay, HomeMe, Everwise, Metamarkets, and PlaceIQ.

Why Newsrooms Are Expanding Their Data Teams (Digiday)
Since 2014, several publishers have expanded their number of full-time data experts. And their roles have grown too. Media data scientists are now developing apps based on machine learning, shaping content-management systems, teaming up with first-party data providers and testing augmented reality features.

GasBuddy Fuels In-Store Engagement with Targeted Mobile Coupons (AdExchanger)
GasBuddy announced a partnership with Koupon Media, a platform that helps brands and retailers create, manage and distribute mobile offers. The company works with around 43,000 retailers across the US and has deals with a number of CPG brands, including Mountain Dew, Coca-Cola, and Frito-Lay.

LMBA Podcast: Yahoo’s Smart Billboards, Weather Company, Nordstrom (Street Fight)
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Baidu, Toyota’s Kirobi, Sionic Mobile + OnStar, Verizon, Westfield, Better Ad + Gravy, Alibaba + PlaceIQ.

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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]