Street Fight Daily: Yext Files for IPO, Google and Facebook Strengthen Hold on Digital Ad Market

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

Yext Files for $100 Million IPO (TechCrunch)
Yext, the company that powers location data in search results, has revealed its IPO filing. The business will join the stock market as soon as April. The company brought in $88.6 million in revenue in the nine months ending in October of last year, with losses of $28.6 million for the same time frame.

Commerce Signals and LiveRamp Partner to Create a Sales Data Yardstick (Street Fight)
Data firm Commerce Signals has partnered with LiveRamp to make data more valuable to merchants and advertisers. The collaboration draws upon sales data from banks and financial networks to enable marketing measurement and optimization across digital publishers and devices.

Google, Facebook Increase Their Grip on Digital Ad Market (eMarketer)
US digital ad spending will reach $83.00 billion in 2017, representing an increase of 15.9%, according to eMarketer’s latest forecast. Google will maintain its dominance and account for 40.7% of US digital ad revenues in 2017—more than double Facebook’s share.

GoDaddy Launches Simple Way to Scale Up E-Commerce Sites (Street Fight)
GoDaddy today is releasing a new Web hosting product that the company says makes it easier for anyone, regardless of their technical proficiency, to run high-traffic, e-commerce sites. It’s also a way for SMBs to gain access to more management and security options for their websites while sticking to a budget.

Snap’s Revenue Growth Looks Like It Will Come from More Ads, Not More Users (Recode)
Kurt Wagner: Snapchat saw a slowdown in user growth in the back half of 2016, a legitimate concern for those who hope Snap becomes the next Facebook (1.8 billion users) and not the next Twitter (319 million users).

How Neighborhood Context Solves the Local Data Problem (Street Fight)
Neighborhoods play an essential role in people’s daily experiences. People seek out neighborhoods where they feel a sense of shared identity, and neighborhoods shape the kinds of businesses that thrive there. For brands with a global footprint, doing business at the neighborhood level requires them to tailor their offerings and contribute to the community experience, beyond just fulfilling a functional need.

Marketers’ Digital Romance is Out of Touch with Retail Reality (AdExchanger)
Tom Mitchel: In marketers’ zeal to embrace the growing digital path to purchase, are they and their tech providers being short-sighted about the relevance of the physical path? If so, we are narrowly looking at the shift from physical to digital as linear and one-directional. The reality is that the shift is highly dynamic.

AirBnB CEO Says Its IPO Is Halfway Ready (Skift)
“We don’t have anything to announce,” CEO Brian Chesky said Monday. “We are working on making sure the company is ready to go public and so, you know, we’ve always said it’s a two-year project and we’re probably halfway through that project as far as being ready to go public.”

Standing Out on Mobile Starts with CMS Tweaks (Digiday)
Aaron Baar: With a growing number of publishers now drawing a majority of their readers on mobile devices, several of them, including BuzzFeed, Vox Media and The New York Times, have changed their CMS architecture to get editors more focused on how their content looks on mobile devices.

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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]