Street Fight Daily: Yext Set to Raise $115.5M in Today’s IPO, Snap Offers Brick-and-Mortar Attribution

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

Yext Is Set to Raise $115.5 Million in IPO After Final Pricing (TechCrunch)
Yext will price its initial public offering at $11, meaning the company will raise around $115.5 million in its IPO. Including the option for additional shares, the so-called “greenshoe,” Yext could raise as much as $133 million.

Are We on the Brink of a Retail Revolution? (Street Fight)
Gregg Stewart: Revolutions often happen over short periods of time and leave death and carnage in their wake. What we are experiencing today in retail is more of an evolution — a sort of “survival of the fittest” as both local and big brand retailers either embrace shifting consumer shopping patterns or face extinction.

Snap Advertisers Can Now See if Their Ads Increase Foot Traffic (AdWeek)
As Snap looks to build out an advertising business to rival Facebook’s and Google’s, the app is launching a new location-based product that lets businesses see whether people go to stores after seeing advertisements. Mashable: 80% of Snapchat users take Snaps in restaurants.

What We Talk About When We Talk About ‘Fake News’ (Street Fight)
Julie Bernard: “Fake news” is actually about stories written to win clicks (and potentially do harm). Losing the focus on this accurate definition to spin and political jockeying creates a challenge for the business of marketers, advertisers, and publishers.  

Will it Blend? Oath Will Combine Disparate AOL-Yahoo Ad Tech Assets (Digiday)
On paper, the combined entity — combined with Verizon’s user data across cable, internet and mobile — is expected to give Google and Facebook a run for their ad tech dollars. Nice in theory, unlikely in reality, say industry watchers.

Burger King’s News Ads Deliberately Get Google Home to Talk About Burgers (Recode)
When Google ran a Super Bowl ad for its Google Home device, it woke actual devices belonging to users watching the ad. Now get ready for the intuitive, and annoying, extension of that: Advertisements that do this on purpose.

Amazon’s Jeff Bezos Outlines How He Keeps the Retail Giant in Startup Mode (WSJ) Inc. Chief Executive Jeff Bezos says he recently thought a new show the Amazon Studios team was considering was too boring and complicated to produce. But he gave it the green light anyway because the team thought it had potential.

As the Facebook-Google Duopoly Fragments, Agencies Win (AdExchanger)
Jay Friedman: Although 2017 prediction pieces are barely 90 days old, we’re seeing an important development that few, if any, mentioned: We may be able to soon call the time of death for the Google-Facebook duopoly, depending on the lens we’re looking through.

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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]