A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Snap Shares Skyrocket As It Makes Ad Buying Easier and Sees User Growth (TechCrunch)
Snapchat added 8.9 million daily active users, to reach 187 million, with a quarter-over-quarter growth rate of 5.05 percent in Q4, compared to 2.9 percent in Q3. Recode: Snap paid publishers more than $100 million last year.
SMB Ecosystems vs Universes: What’s the Difference and What Do They Tell Us? (Street Fight)
Lorren Elkins: From analyzing the companies that specifically target the SMBs, this space is better depicted by a series of galaxies that swirl independently of each other and offer the SMB a myriad of choice. The upshot of all this work is that some stars are shrinking and others are growing. Bigger companies are actively acquiring and consolidation is increasing.
Understanding the B2B Content Marketing Landscape (eMarketer)
Content has become a pillar of business-to-business (B2B) marketing. It can drive leads and enable buyers to self-educate along the path to purchase.
GroundTruth Takes on Cost-Per-Visit ROI with New Platform (Street Fight)
The company announced the rollout of its Ads Manager platform, which will calculate the cost-per-visit for campaigns along with provide other services. GroundTruth says this is the first location-based ROI metric of its kind for mobile advertising.
Whole Foods Comes Out a Brand Winner on Super Bowl Sunday (Street Fight)
Eagles fans weren’t the only ones cheering about Super Bowl LII on Sunday. Upscale grocery chains like Whole Foods saw increases in foot traffic in the hours before kickoff, even while multi-purpose stores like Walmart saw fewer shoppers than normal, according to newly released data from Simpli.fi.
Poll: Facebook’s Algorithm Change Isn’t All Bad for Publishers (Digiday)
In an online survey of over 30 Digiday+ members, respondents were split almost down the middle about how Facebook’s changes would affect publishers.
Pubs, Ad Tech Firms Batten Hatches as Chrome Ad-Blocker Looms (AdExchanger)
Google will turn on its built-in Chrome ad blocker on Feb. 15, meaning ad tech companies must hustle to get their products in compliance as publishers fear lost revenue.
How Businesses Are Using AI and Machine Learning to Leverage Events (AdWeek)
As professionals across disciplines in the healthcare, retail and financial services industries embrace data-driven decision-making and begin to experience the power of precision available at their fingertips, more marketers are turning to artificial intelligence to improve the efficacy of many parts of the sales cycle.
LA Times Owner Will Sell Paper (Washington Post)
The Chicago-based owner of the Los Angeles Times is expected to announce it is selling the newspaper, according to people familiar with the company’s plans, in a surprise move that probably spells the end of its long-troubled relationship with Southern California’s leading news outlet.