Street Fight Daily: Publishers Desert Instant Articles, Walmart Bets on VR

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

More Than Half of Facebook’s Instant Articles Partners May Have Abandoned It (CJR)
Of 72 publishers that Facebook identified as original partners in May and October 2015, our analysis of 2,308 links posted to their Facebook pages on January 17, 2018, finds that 38 publications did not post a single Instant Article—the platform’s fast-loading, native format.

Cost-Per-Visit and Bad Location Data: Are You Really Getting What You Pay For? (Street Fight)
Alistair Goodman: CPV is generating a welcome dialogue in the ad industry as it wrestles with questions such as how to value repeat customer visits and how much is a visit worth. Key to answering all these questions, though, is clearly understanding the accuracy of the underlying location data being used to score the visit.

Walmart Looks to Revolutionize Retail with VR Acquisition (Recode)
Walmart has acquired a small virtual reality shop, called Spatialand, to be the centerpiece of VR efforts that the company hopes will someday transform the shopping experience across the company’s different websites and stores.

Case Study: Using Business Texting to Reach Millennial Homebuyers (Street Fight)
The value in business text messaging is for brands to be able to communicate with customers how they want to be communicated with. At Environmental Pest Service, director of marketing Mandi Harris has started using business text messaging as a way to increase customer engagement and improve the effectiveness of Google AdWords.

Vogue and GQ Will Test Content Inside Amazon’s Echo Look (Digiday)
Condé Nast glossies Vogue and GQ are focusing more on content recommendations that lead to e-commerce, and they’ve found another place to syndicate them.

Demandbase Exec Weighs GDPR’s Effects on Ad Tech and Mar Tech (AdExchanger)
Fatima Khan, who joins the B2B ad tech platform from a prior position as VP of legal at mobile ad network AirPush, will be responsible for ensuring Demandbase’s global privacy policies are up to par – and that they pass muster with General Data Protection Regulation (GDPR) changes.

Search, Paid and SEO, Rank Higher as CMOs Seek New Agency Partners (MediaPost)
CMOs are searching for new agencies more frequently with the Agencies of Record (AOR) changing every three to 3 and 3.5 years — down from 3.75 in 2012 and 7.2 years in 1984.

Twitter Rewards Brands That Devoted Super Bowl Marketing to the Platform (AdWeek)
Twitter’s first Brand Bowl, a friendly competition among advertisers during the Super Bowl, has its first champions. According to Twitter, 90 percent of all Super Bowl advertisers competed in the inaugural competition.

At Long Last, Waymo and Uber Have Their Day in Court (NYT)
It is not often that a sports metaphor becomes the news of the day in a legal fight over intellectual property theft accusations between two tech industry titans.

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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]