Street Fight Daily: Target’s Data-Driven Strategy, MarTech Focus Shifting From Platforms to Data

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

How Target is Leveraging First-Party Data to Survive a World Hostile to Brick-and-Mortar (AdExchanger)
The retail giant hired Kristi Argyilan from Magna Global to develop its media platform model. AdExchanger caught up with her to discuss the challenges and opportunities for a brick-and-mortar giant in a world where automated marketplaces are gaining ground.

7 Fresh Ways SMBs Are Using Social Media for Marketing (Street Fight)
In order for business owners to maximize the impact of their expanded social media budgets, they need to think outside the box and try new tactics for reaching consumers online. Here are seven examples of fresh new ways that small and mid-size businesses can use social media for marketing in 2017.

Marketing Tech Shift: It’s Data, Not Platforms (eMarketer)
As marketing technology becomes a standard part of managing a business, many companies have become comfortable enough with the concept to shift away from their initial focus on platforms, and to focus instead on data. 

Mobile Marketing and the YouTube Cookie Shift (Street Fight)
Tyler Johnson: Google recently announced that YouTube will turn to logged-in user data to verify views and ensure that relevant advertising reaches the right consumers. This will allow publishers, brands, and marketing to draw on all the highly contextual demographic and behavioral data that Google gathers from mobile consumers.

Retale Acquires Shopping List App Out of Milk (VentureBeat)
Retale, a technology company that develops mobile-first shopping experiences, today announced the acquisition of Out of Milk, the biggest shopping list app on Android in North America. 

Mobile Ushers in Entertainment Revolution (MediaPost)
“We found that mobile convenience is really what’s driving [things],” says Melissa O’Malley, director, global initiatives at PayPal. “To that end, consumers are actively seeking out the most convenient way not only to consume digital media but also to purchase it.”

Snap Has Financially Handcuffed Itself to Google Cloud (Recode)
Peter Guagenti: There’s something remarkable hidden in that financial loss that would make me think twice about investing in this software business: The fact that Snap has handcuffed itself to Google Cloud and (in doing so) is not in control over some key parts of their business and costs for the foreseeable future.

Pricey Publisher Subscriptions Require a Special Sales Approach (Digiday)
As it becomes harder for publishers to grow digital ad revenue, they’re looking for money from high-end subscriptions costing not a few hundred dollars a year, but $5,000 or more for specialized news and information. Publishers are betting they can wring as much as $10,000 out of subscribers.

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