Street Fight Daily: Uber Embraces Reform as CEO Takes Leave, B2Cs Struggle with MarTech Integration

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

Uber Embraces Major Reforms as CEO Takes Leave (NYT)
In Uber’s continuing attempt to repair its reputation, its co-founder Travis Kalanick said he would take a leave of absence as chief executive. The company also announced it would embark on a sweeping reorganization to ensure that executives are more closely supervised by its board of directors.

#SFSNYC: Strategizing for the Coming Local Consolidation (Street Fight)
In the six years since Street Fight was founded, companies in the local sector have popped up at a breakneck pace and are now being snatched up just as fast by their competitors. To break down this issue, Street Fight CEO and founder Laura Rich sat down with four experts in tech, SMBs, and mergers and acquisitions at Street Fight Summit Tuesday. 

Melding Marketing and Ad Tech a Challenge for B2C Companies (eMarketer)
A new study by Forrester Consulting finds that marketers face significant challenges when merging their advertising and marketing technologies, including a concern that this type of convergence would cost too much.

#SFSNYC: YP Focuses on Audience to Keep Growing and Deliver Value to Clients (Street Fight)
At Street Fight Summit in Brooklyn on Tuesday, Jared Rowe, CEO of YP, sat down with Andrew Shotland, proprietor of Local SEO Guide, to talk about recent trends and best practices in hyperlocal tech and marketing as well as his company’s efforts in the space.

Gen Z Is Not Mobile First; It’s Mobile Only (MediaPost)
Adam Meshekow: Generation Z, comprised now of young people between the ages of 14 and 23, has already eclipsed Baby Boomers and Millennials in size, and it will soon be the cause of a major disruption of media as we know it today.

#SFSNYC: How Bots and AI Are Transforming Local (Street Fight)
The march of artificial intelligence and bots continues across the digital marketing landscape, creating new ways to reach customers at local — however, these are still the early days. That was some of the sentiment shared at this morning’s panel on bots and AI at the Street Fight Summit in Brooklyn. 

Verizon Closes $4.5 Billion Acquisition of Yahoo, Marissa Mayer Resigns (TechCrunch)
It’s now official. After Yahoo shareholder approval last week, Verizon on Tuesday announced that it has finally closed its acquisition of Yahoo, which it plans to combine with its AOL assets into a subsidiary called Oath, covering some 50 media brands (including TechCrunch) and 1 billion people globally.

#SFSNYC: Retail Businesses Evolve to Compete Both In-Store and Online (Street Fight)
The days of viewing online and offline retail as completely separate are long-gone. Now major players such as Walmart look for ways to mesh online activity with their in-store operations. The ways these different channels of retail have become intertwined was at the heart of a panel discussion at Street Fight Summit in Brooklyn on Tuesday.

#SFSNYC: How Facebook’s Mobile Studio Is Helping SMBs Target Consumers (Street Fight)
Keara Tanella, SMB Lead at Facebook’s Creative Shop, tackled the issue of digital marketing for SMBs at Street Fight Summit in Brooklyn Tuesday. Delivering the morning’s keynote address, Tanella explained how local businesses can harness the tools of Facebook’s Mobile Studio to cultivate effective social and mobile marketing strategies.

#SFSNYC: Brands Decipher What Local Marketing Tactics Are Working (Street Fight)
It might seem easier if one solution could fit every brands’ needs in hyperlocal marketing, but that could mean overlooking the context of each brand’s relationship with its customers. On a panel at Tuesday’s Street Fight Summit in Brooklyn, a diverse trio of brands and organizations discussed how they use hyperlocal marketing.

This Startup Agency Attracted a Stable of Notable Brands by Specializing in Instagram (AdWeek)
Dalit Saad and Adam Rosenberg had spent half a decade working the agency grind. Then, two years ago, they launched Kvell, a shop with a sharp focus on Instagram marketing that’s garnered work from Life WTR, Target, Boxed Wholesale and Headspace.

Google: Most YouTube Advertisers Have Returned Since Boycott (Axios)
Google says most of the advertisers that paused their campaigns have returned to YouTube after a publisher boycott over controversial content earlier this year, though the situation has not been totally resolved.

#SFSNYC: Apps Take Advantage of Connections Between Travel and Local (Street Fight)
At Street Fight Summit in Brooklyn Tuesday, Jeena James, global head of travel and local for Google Play, addressed the intersection of travel and local, explaining what apps in the Android ecosystem can do to capitalize on the connections between the two.

As Audience Development Grows, Publishers Question Who Should Own It (Digiday)
Audience development has become core to how publishers scale and make money. But now the question facing publishers is how to ensure it serves all sides of the business, whose interests often conflict.

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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]