Street Fight Daily: Yahoo Says Verizon May Ditch Deal, Branded Content on Mobile Sees Success

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

Yahoo Raises Possibility Verizon May Back Out (Business Insider)
Yahoo has for the first time formally raised the possibility of Verizon backing out of the $4.8 billion acquisition deal, because of the massive email hack the company announced in September.

Community News’ Fight to Succeed: ‘Sustain Local 2016’ Put It All Together (Street Fight)
Tom Grubisich: Seeing their very survival at stake, local news sites are starting to revamp their models and sometimes scrap them for new ones. Some of the best of what’s happening in the besieged industry was put on display at the recent “Sustain Local 2016” conference.

Click-Through-Rates for Branded Content on Mobile Double That on Desktop (MediaPost)
Increasing numbers of people are consuming branded content on their mobile devices, according to new data from Polar. The company, a tech provider for publishers of branded content, found that in the third quarter, click-through rates (CTR) on mobile outperformed desktop by 2x.

Imagining a Local Search Pathway for Snapchat (Street Fight)
Manpreet Singh: Snapchat may be considered by many to be “the next Facebook,” but its approach to social media and interactions couldn’t be more different. From its emphasis on moments to the uneasiness the founders have with ad personalization, the company is certain to blaze a trail all its own the the local space.

LinkedIn Makes It Easier for Businesses to Send Sponsored Direct Messages (VentureBeat)
LinkedIn users can now create Sponsored InMail messages using its campaign manager, the company announced today. The LinkedIn Campaign Manager can be used to track metrics and the performance of Sponsored InMail as well as text ads and sponsored content.

Google Is Showing Even More Shopping Ads This Season (Search Engine Land)
As product listing ads continue to resonate with consumers and drive clicks for advertisers, Google has experimented with showing more of them on the page over the years. As we head into Holiday Season 2016, Google is continuing to ratchet up the count and is showing PLAs in cards rather than single ad packs.

Ad Measurement Feuds on Facebook, YouTube Hinge on Code (Wall Street Journal)
Ad buyers raise questions about how digital ad giants implement tracking code from third parties to measure viewability. 

Two in Five Shoppers Want to Make More Mobile Payments (eMarketer)
Internet users around the world rely on their mobile devices more all the time, and mobile shopping is becoming more popular. But most internet users in the US and Europe aren’t particularly excited about making more transactions on their phones. 

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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]