Street Fight Daily: Snapchat Taps Foursquare For Sharper Location Data, xAd Raises Additional $42.5M

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

Snapchat Signs Data Deal with Foursquare for Better Targeted Geofilters (AdWeek)
Snapchat ads are getting a bit more targeted. The mobile app has inked a deal with Foursquare to power its location-based geofilters with more data that marketers can use to pinpoint where their ads are served.

Location Player xAd Acquires WeatherBug, Raises $42.5 Million (AdExchanger)
Location-based mobile ad network xAd has acquired WeatherBug, the companies said Tuesday. WeatherBug operates a live weather website and app with more than 20 million unique users, as well as a network of more than 10,000 private automated weather stations across the country.

Why Social Media is a Battleground for Prompted Search (Street Fight)
Gib Olander: In a world of omnichannel search, a business’s social media spaces are places where consumers can find what brands have to offer at a local level. As consumers search across a larger palette of devices and channels such as social, a brand needs to view its social spaces as battlegrounds for prompted search.

Verizon Invests Further in Location Data, Ad Capabilities, Buying LQD Wifi to Expand IoT Strategy (TechCrunch)
The idea seems to be to continue investing in and developing these media acquisitions and more enterprise-focused moves, presumably as a way for Verizon to both extend its own WiFi footprint and its wider advertising network and way of collecting interesting data that could be used to grow that business.

How Physical Retailers Can Improve Conversion Rates on Black Friday (Street Fight)
Sales forecasts for this upcoming holiday season haven’t been as optimistic as many hoped, but there are some highlights that retailers shouldn’t ignore. Here are seven strategies that retailers can use to increase conversion rates on Black Friday and throughout the holiday season.

Samsung Buys Harman International for $8 Billion in Bet on Connected Cars (New York Times)
Samsung, the South Korean electronics giant — which already makes popular but recently problem-plagued smartphones — said on Monday that it had agreed to buy Harman International Industries, an American automotive technology company, in an ambitious push into a whole different kind of mobile.

Lyft Sees Cash in Dashboard Flash (Wall Street Journal)
In the ride-hailing business, every second matters. That’s the message from Lyft Inc., which has created a novel way to shave valuable seconds off each ride and potentially enable drivers to pick up more passengers.

Will Virtual Assistants Assist Consumers This Holiday Season? (eMarketer)
Consumers are frequently turning to virtual assistants like Siri and Alexa to help with a variety of things. But according to September 2016 research, most internet users won’t be turning to them for assistance to stay organized during the upcoming holiday season. 

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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]