Street Fight Daily: Google Modifies Practices to Help Publishers, Brands Pursue Experiential Marketing

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

Google Unveils Tools to Increase Subscriptions for Publishers (NYT)
Google’s plans include doing away with the “first click free” policy, which requires subscription-based news outlets to offer three free articles a day through its search and news features, allowing users to skirt pay walls. Google is also looking at ways to help people subscribe to publications more easily, including using machine learning to cater to reader preferences.

The Impending HTTPstrophe — And What it Means for Local Businesses (Street Fight)
“Google is rapidly moving towards a time when HTTPS will be an absolute necessity for websites,” David Mihm writes to Mike Blumenthal. “As soon as this month if an http:// website contains any input field, users will start getting scary security messages.”

Agencies See Experiential Marketing as the Next Big Thing, and Brands Want In (AdWeek)
As broadcast spending dips and clients question the safety and effectiveness of digital buys, more and more agencies are turning toward a rare bright spot in the ad world: experiential marketing.

The ABCs of Reputation Management for Brands (Street Fight)
Damian Rollison: Every multilocation brand today has a social media agency or department, and most, though not all, are running some type of local listings management program, whether internally or with a partner. But plenty of brands are neglecting to do anything about online reviews of local stores.

eMarketer Lowers Snapchat’s Ad Revenue Forecast for 2017 (eMarketer)
Snapchat’s ad products are tantalizing for some because of its creative capabilities, its highly engaged user base and its emerging reputation as an alternative to Facebook. However, several factors, including slower-than-expected user growth, have led eMarketer to lower its ad revenue outlook for Snapchat.

Uber CEO Calls Kalanick’s Board Move ‘Disappointing’ and ‘Unusual’ (Recode)
Uber and its board slapped back at ousted CEO Travis Kalanick after he appointed two directors to the board — former Xerox CEO Ursula Burns and former Merrill Lynch CEO John Thain — without warning to anyone.

The Blind Spot in the Walmart-Google Partnership Against Amazon (MediaPost)
Eric Feinberg: If Walmart truly wants to gain ground on Amazon, it’ll need to lead by improving its customer experience strategy rather than piggybacking on Google technology in exchange for precious customer data.

Tension Between Trump and Media Is Nothing Compared to Journalism’s Worst Problem (Washington Post)
The situation is familiar: The paper is hurting financially. It cuts reporters, photographers, and editors to make ends meet. Then it cuts even deeper. The journalism suffers, but the paper’s work is still vital to its community. And a question looms: Will it even survive the next decade? Launches Its Own Grocery Brand, Uniquely J (TechCrunch)
Walmart’s is going after millennial shoppers with the launch of its own grocery brand called Uniquely J, which is expected to arrive in a couple of months. The goal with the brand — beyond an obvious desire for increased margins — is to attract a younger shopper.

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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]