Street Fight Daily: Marketers See Opportunity in Amazon, Facebook Boosts Brand Safety

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

As Amazon Opens Up Its Ad Business, Marketers See an Opportunity to Shake Up Search (AdWeek)
Amazon is on the lips of consumer-packaged goods and retail brands as digital’s third big player, and the Seattle-based e-commerce giant is quietly talking to marketers about its ad offering this week. Brands are eager for an alternative to the duopoly.

How Brands Are Targeting Moms with Localized Campaigns (Street Fight)
Moms control the purse strings year-round, but their influence on the retail sector is especially strong during the fourth quarter, when back-to-school and holiday shopping give the industry a much-needed boost. Here are five examples of hyperlocal strategies that brands are using to target moms right now.

Facebook Updates Ad, Content Guidelines to Woo Advertisers and Publishers (MediaPost)
Creators should be “who they represent themselves to be, and have had a profile or page on Facebook for at least one month,” said Nick Grudin, VP of media partnerships at Facebook. Facebook is also requiring that publishers have a sufficient follower base to use certain ad products — Ad Breaks in particular.

Will Local News Providers Make Virtual Reality an Actual Strategy? (Street Fight)
Tom Grubisich: Trying to predict how popular VR will become is difficult because the most accessible virtual experiences so far, like those achieved with Google Cardboard and the New York Times’ “360 videos,” reveal only a glimpse of VR’s potential.

Why Bonobos Thought Selling to Walmart Was Better Than Going Public (Recode)
“It’s a weird time to be a retail company,” said Bonobos Founder Andy Dunn. “If you’re not Nike or Under Armour, or one of these really big vertical brands, or Chanel, or have tens of billions of dollars … it’s hard.” 

SoftBank, Dragoneer, Didi Close to Finalizing Massive Uber Investment, Sources Say (TechCrunch)
The conversations between these potential investors and Uber are not only still happening: The deal is likely to include the largest secondary transaction in history, with thousands of Uber employees eligible to sell shares.

Machine Learning Startup Amperity Launches with Goal of Serving Brands (AdExchanger)
Personalization is a top agenda item for most brands, but data management technology still leaves something to be desired. Machine learning could provide the answer, said Kabir Shahani, CEO and co-founder of Amperity.

Media Buyers Applaud Canvas Ads in Instagram But Point to Limitations (Digiday)
Facebook finally brought the long-awaited Canvas ad format to Instagram Stories on Tuesday, letting advertisers promote their products and services to 250 million Stories users with a carousel of images and text-based posts contained in a single ad.

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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]