Street Fight Daily: Boosting Sales with Google My Business; Battle Over Yelp Reviews May Go to Supreme Court

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Heard on the Street, Episode 14: Boosting Sales with Google My Business (Street Fight)
During September’s Brandify Summit, we listened to an in-depth case study from Dick’s Sporting Goods on sharpening a localized search marketing strategy. We feature that talk in the latest episode of Heard on the Street.

Battle Over Negative Reviews on Yelp Could Go to Supreme Court (MediaPost)
A lawyer who says she was defamed on Yelp is asking the Supreme Court to decide whether Yelp can be forced to remove negative posts. “This is a case of crucial importance,” lawyers for California attorney Dawn Hassell write in a petition filed with the Supreme Court.

Apps Downloaded on Millions of Android Phones Tracked Users in Ad Fraud Scheme (BuzzFeed News)
Seemingly separate apps and companies are today part of a massive, sophisticated digital advertising fraud scheme involving more than 125 Android apps and websites connected to a network of front and shell companies in Cyprus, Malta, British Virgin Islands, Croatia, Bulgaria, and elsewhere. Search Engine Land: Google responds

Case Study: Zipsprout Fosters Awareness of Local Brands via Non-Profit Sponsorships (Street Fight)
For enterprise companies looking to expand into new markets, Zipsprout’s micro-sponsoring of local non-profits offers an innovative way to go about supplementing traditional media spend.

Stepping Into an Amazon Store Helps It Get Inside Your Head (Wired)
Infrared light flooded down invisibly as I eyed the pastries in Amazon’s new convenience store in downtown San Francisco. It helped cameras mounted on the store’s ceiling detect that I picked up a croissant, then put it back.

New York Media’s The Strategist Is Opening a Holiday Pop-Up (Digiday)
The brands in the store have been selected by The Strategist editors, and range across product categories, including beauty, home goods and apparel, with the focus on beauty, hair care and skin care products.

BrandVerge is Creating a Marketplace for Sponsored Content (AdExchanger)
BrandVerge, a marketplace where buyers can browse publishers’ sponsored content options, aims to make it faster and easier to create sponsored content deals. The platform claims to shorten the deal-making process by an average of 67%.

Digital Publisher Refinery29 to Lay Off 10% of Workforce (WSJ)
Refinery29, the media and entertainment company focused on millennial women, is laying off more than 40 full-time employees as the publisher falls short of its revenue target for the year.

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]