Street Fight Daily: MarTech Space Headed for Consolidation, Snap’s Advertising Potential

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

Marketing Technology Likely to See Widespread Consolidation in 2017 (VentureBeat)
Penry Price: In 2012, there were just 350 marketing technology companies. Today, there are nearly 4,000. But that’s about to change. Next year, there will be a massive consolidation across both adtech and martech.

TAPinto’s 60 Franchises Launch Mobile App to Reach Young Users More Directly (Street Fight)
Tom Grubisich: Hyperlocal news network TAPinto has launched a mobile app to give users a platform that’s free of Facebook’s filters and is the preferred choice of younger readers. While many local newspapers and TV broadcasters offer apps, few independent news “pure-plays” like TAPinto have done so.

Snapchat’s Ad Platform is Growing Quickly, But Will It Ever Reach Facebook’s Heights? (AdExchanger)
“The next few years will determine if Snapchat will become one of the whales, or if it’s an outside satellite that keeps spinning but doesn’t move on to the next stage,” said Noah Mallin of MEC Global. “The bet a lot of us are making is that they could be one of the next whales.”

Raise Report: Button, Flirtey, AppsFlyer Score New Rounds (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 Vestiaire Collective, Dalia, Zeotap, and Shiftgig.

GoDaddy Launches GoCentral, Integrates with Email (MediaPost)
GoDaddy launched GoCentral on Wednesday, a website builder with a set of integrated marketing tools that includes email. GoCentral expands the company’s Web site builder with a host of marketing tools, giving small- to medium-sized businesses (SMBs) a centralized location to create, manage and drive traffic to their websites.

Google Parent Alphabet Finds New Growth Beyond Search (WSJ)
Google parent Alphabet Inc. said fourth-quarter revenue increased nearly three times as fast as profit, as it cast about for new sources of growth beyond its traditional search advertising.

Whole Foods Talks Up Its Mobile Promotions (Local Onliner)
In recent years, Whole Foods has been besieged in the organic grocery space by Kroger, Costco, Walmart, and others. Its response? Ramp up advertising and other marketing, including digital coupon efforts such as card-linked-offers that are sent to consumers based on their purchase habits.

MailChimp is Helping Small Businesses Integrate Facebook Ads with Email Marketing (AdWeek)
The service, announced yesterday, will help advertisers target Facebook users based on brands’ email lists while also using Facebook to grow the lists they already have. (Along with email lists, marketers will also be able to target based on Facebook’s look-alike audience segments and brands’ own audiences.)

Marketers Are Measuring Engagement All Wrong (Forrester)
Tina Moffett: Conflating marketing engagement with customer engagement risks over-inflating inferences derived from marketing engagement. In the report, we focus on marketing engagement to help marketers understand the quantitative value of their marketing content.

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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]