Street Fight Daily: Salesforce & Google Partner on Analytics, MarTech Budgets to See Big Growth

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

Salesforce and Google to Integrate Analytics 360 with Marketing and Sales Clouds (AdExchanger)
The integration of 360 and Salesforce’s Marketing and Sales clouds will be available in the first half of 2018 at no additional cost, the companies said Monday at Salesforce’s Dreamforce conference in San Francisco.

Why Carrier Data Is the Key to Unlocking Mobile Verification (Street Fight)
Alistair Goodman: Brands like P&G are placing new demands on agencies and media providers for increased transparency and accountability, which in turn has led to significant advances in areas like viewability. The next battleground is clearly verifying the data accuracy of the underlying ingredients – namely the quality of data used for targeting and measurement.

­­MarTech Budgets Projected to See Double-Digit Growth Next Year (AdWeek)
Forrester predicts that marketing technology budgets will “grow by double digits” in 2018 as brands deploy consumer experience technology designed to cozy up to current and prospective users.

Lyft COO Rex Tibbens Is Stepping Down After More Than 2 Years (Recode)
Tibbens’ departure comes as Lyft is seeing significant momentum in terms of both its ride-hail business and self-driving partnerships.

Sponsored Content: The Real Meaning of Local Presence Management (Street Fight)
If just one piece of a brand’s local presence is not being managed well, then in-store traffic can dip. That’s why consistent monitoring of online data across websites, mobile applications, and forums is necessary for businesses long after they’ve initially taken control of their digital presence.

Mobile Sponsored Content Is Read More Often, Longer (MediaPost)
Data released Monday suggests that reading content on mobile devices now surpasses the engagement of reading on desktop. Those who are reading on mobile devices now spend an average of 79 seconds reading branded content.

Amazon’s Ad Business Will Get a Boost with Rollout of New API for Self-Serve Ads (Digiday)
Amazon is beta testing an application programming interface for Amazon Marketing Services, the part of its ad business that encompasses self-served Amazon ads, including its paid search platform.

Byond Will Help Enterprises Build AR, VR, and 360-Degree Experiences (VentureBeat)
Byond is launching a publishing platform for companies creating augmented reality, virtual reality, and 360-degree applications. It’s one more set of tools designed to encourage enterprises and brands to take the plunge into promising new technologies.

Can ‘Local Curation’ Scale? A Look at Bean Box’s Specialty Coffee Business (Local Onliner)
Peter Krasilovsky: Can a search and discovery provider “curate” local merchants and services and help them add new customers and sales through the sale of real-world goods? Can local curation scale?

These Hot Restaurants Aren’t on Maps, Only in Apps (WSJ)
If you have ever ordered a burrito or a Hawaiian poke bowl through a food-delivery app, you may have been the patron of a virtual restaurant.

After a Tax Crackdown, Apple Found a New Shelter for Its Profits (NYT)
The tech giant has found a tax haven in the island of Jersey, leaving billions of dollars untouched by the United States, leaked documents reveal.

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