Street Fight Daily: How Much Ad Viewability Matters, IAB Eases In-App Measurement

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

Placed Study Outlines Viewability’s Impact on Store Visitation (Street Fight)
A new study measuring the impact of ad viewability, released just this morning, provides hard numbers confirming that viewable ads perform better than non-viewable ads and can boost the bottom line for brands.

IAB Releases Tool to Ease In-App Ad Measurement (AdAge)
The effort, dubbed Open Measurement Software Development Kit, or OM SDK, only requires one SDK integration, instead of one for each individual provider.

Snap Is Testing Commerce with Discover Publishers (Digiday)
Snap has been stepping up efforts to curry favor with publishers, especially as publishers continue to feel the impact of Facebook’s news feed changes. Its newest pitch: commerce.

A Major Domain Sale Suggests Primacy of Search in Future of MarTech (Street Fight)
With search now driving more website traffic than social, John Pollard of Donuts Inc. believes the acquisition of Vacation.Rentals is representative of the importance of not only keywords but also domain names for businesses hoping to capture customers’ attention via SEO.

Heard on the Street, Episode 1: Career Wisdom from Randy Parker (Street Fight)
Mike Boland: We talk to Brevi CEO Randy Parker in Episode 1 of our new podcast about SMB-oriented marketing tech and several other matters — everything from company culture to what it’s like to operate a business and live in Boston.

The Ad Tech Industry’s Looming Shakeout Could Finally Happen (AdWeek)
Lauren Johnson: With a new policy and governmental regulation in Europe and major tech companies coming down hard on third-party vendors, it looks like The Ad Tech Shakeout is actually already here.

Crisis-Management Experts Weigh in on Zuck’s Performance in Hearing on the Hill (WSJ)
Here’s how five crisis consultants rated and reacted to Facebook Inc. CEO Mark Zuckerberg’s testimony in front of U.S. Congress on Tuesday afternoon. The hearings continue Wednesday. Quartz: Zuck is standing trial for the whole tech industry

Time to Raise Your SEO Voice (MediaPost)
Paul Witham: The fundamentals of content, engagement, infrastructure, and amplification remain much the same for now. Yet even with the relative newness of voice search, effective optimization techniques are already emerging. Here’s what I recommend.

Smart1 Marketing Focuses on Templates, Integration, Car Connectivity to Boost SMBs (LocalOnliner)
Peter Krasilovsky: Website templates always made a lot of sense for SMBs. How does that translate to 2018? Generally, it means providing an integrated, cloud-based platform. Smart1 Marketing provides one strong example.

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]