Street Fight Daily: Yelp Tests Offline Attribution, Gannett Bets on Local Businesses

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

Yelp Tests Offline Attribution Using Guest WiFi and Email Matching (Search Engine Land)
During the one-month test, roughly 12,500 Yelp users (mostly mobile) saw the ads. Yelp said that Jack Astor’s saw $110 in revenue for every $1 spent on Yelp advertising.

What 1-800-Flowers’ Search Dominance Means for Local Florists (Street Fight)
With more consumers researching purchases online than ever before, and major e-commerce retailers like 1-800-Flowers and ProFlowers flooding the playing field with paid search ads, there’s a looming question of what will happen to local florists.

Gannett Leans Into Local to Grow Its Share of National Ad Pie (AdExchanger)
With local outposts in cities across the country, Gannett has an insider’s view into American communities and what their residents want and need from big brands.

Why National Brands Must Take Advantage of Tech to Go Local (Street Fight)
Jackie Graziano: The marketplace is now offering media inventory that can be localized even in channels like national magazine titles. Advances in data management platforms, programmatic exchanges, and ad operations workflows allow national brands to go local at scale in order to reach customized audience segments.

Walmart Fights a Bloody Battle Against Amazon (Moonshot)
Saul Delage: On February 20, Walmart issued a bulletin from the front lines, announcing earnings for the fourth quarter of fiscal 2018 as well as the full fiscal year. And the report revealed just how difficult a fight Walmart faces.

Media Shops Face an Identity Crises as Brands Move Work In-House (AdWeek)
The next round of big-budget media reviews has begun, and beneath it lies an existential threat to the established agency business model.

Publishers Wearily Embrace Running Their Content on (Digiday)
After months of asking to get their content into Amazon, publishers finally got their wish. For the past several months, Amazon has been running a test with a small group of publishers where versions of publishers’ commerce-focused articles are accessible directly inside Amazon’s website.

Hypergiant Helps Big Brands Look Beyond the AI Buzzwords (TechCrunch)
Artificial intelligence and machine learning are phrases that get tossed around a lot these days, to the point where they’re starting to seem meaningless. Enter Hypergiant.

VCs Are Investing an ‘Unprecedented’ Amount of Money in Tech (Recode)
VC money is still directed at nascent companies or successful ones that are scaling up; not enough is being pledged to help companies cross the “chasm” in which so many startups fail.

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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]