Street Fight Daily: Google Builds Cloud-Based Measurement Service, Uber Nabs Google Search Exec

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

Google is Building a Cloud-Based Measurement Service for Advertisers (AdWeek)
In a blog post published Friday, Google said it’s working to develop new measurement services for marketers that will help them better understand cross-screen campaigns and identify high-value customers. 

5 Influencer Marketing Platforms for SMBs (Street Fight)
Without million-dollar marketing budgets, many small businesses are unsure of how to launch their own influencer campaigns. Here are five examples of influencer marketing platforms that these small and mid-size businesses can try.

Uber Hires Google’s Former Head of Search, Stoking a Rivalry (New York Times)
Sn his new position, Mr. Singhal will report to Travis Kalanick and will lead the company’s mapping division as well as a unit that runs the dispatching, marketing, and pricing of Uber cars. 

Local Media Consortium Signs 6 Revenue Partners, Adds More TV Stations (Street Fight)
Tom Grubisich: The organization is making major strategic changes – and more are on the way — as it seeks to strengthen the revenue power of its members, who represent a big chunk of the embattled digital local news industry.

Retailers Turn to Silicon Valley to Lure Customers (Wall Street Journal)
In the age of Amazon.com Inc., other retailers are scrambling to find a way to keep consumers shopping on their sites and in stores. The trick? Personalization, via data and tech.

New York Times CRO: If You’re Not Google, Facebook, or Snapchat, You’re a Niche Advertiser (AdExchanger)
Any publisher who is not a big platform company is on the express train to becoming a niche ads business, predicts Meredith Kopit Levien, EVP and CRO of The New York Times.

Original Research Moves the Needle for B2B Content Marketers (eMarketer)
Where should B2B marketers focus their efforts given that content marketing is a time-consuming and production-intensive process? According to a new research, creating original research is the best move B2B marketers could make. 

Inside Instagram’s Reinvention: Staying True to Mission While Generating Ad Dollars (Recode)
“All the data supports that if you follow more friends and engage with your friends, your activity goes through the roof,” said CEO Kevin Systrom. That realization led to a massive product push in 2016 designed to make Instagram more authentic.

Get Street Fight Daily in your inbox! Subscribe to our newsletter.