Advanced Contextual Launches Contextual Targeting Enhanced by Advertiser KPIs

Share this:

The contextual advertising company Advanced Contextual is announcing this morning exclusively via Street Fight that it has launched a new product, Advanced Extension, that will bring together topic-based contextual ad targeting and advertisers’ first-party customer data to drive more sophisticated privacy-safe targeting.

3 Debates Worth Having about Google’s Topics

Share this:

Google’s announcement set off a firestorm of debate over whether Topics goes far enough to secure user privacy, how effective Topics would be as an ad targeting methodology, and what the announcement portends for digital advertising as a whole. Here is a rundown of those three debates over Topics and the relevant perspectives adtech stakeholders should consider.

New Hires: Mediaocean, Vibenomics, SKEEPERS

Share this:

This Street Fight roundup features new hires in the spaces Street Fight covers: adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at Mediaocean, SKEEPERS, and Vibenomics.

Reputation Lands $150 Million to Power Reputation Experience Management

Share this:

Reputation announced Tuesday morning that it has raised $150 million in fresh funding to power what it calls reputation experience management, or RXM.

virtual reality metaverse

Street Fight’s January Theme: Multilocation Metaverse

Share this:

Beyond the hype, multilocation brands and retailers are embracing the metaverse. This month, Street Fight will dive further into the way consumer-facing companies are experimenting with AR and VR to enhance the customer experience, boost their brands, and drive sales.

Integral Ad Science Acquires Context to Power Contextual Video Advertising

Share this:

When many in adtech think about contextual advertising, they likely now think about privacy and context’s power to drive advertising based on its relevance to user experiences, not granular and sometimes invasive data on user behavior. But advertisers have also prized contextual advertising for years for its ability to connect them with brand-suitable environments.

New Hires: Mediaocean, Acceleration Partners, and More

Share this:

This new biweekly Street Fight roundup will feature new hires in the spaces Street Fight covers: adtech, martech, e-commerce, localized marketing, location intelligence, and more. This week’s companies include Mediaocean, Acceleration Partners, Aisle Rocket, Ordergroove, and AdAdapted.

Yelp: Consumers Want Reviews, Not Just Ratings. OK, Google?

Share this:

For Yelp, consumers’ stated preference for written reviews is good news to share, as the company forces reviewers to leave written text, whereas Big Tech rival Google, which has gained sway in the local reputation space in recent years, allows reviewers to leave a rating out of five stars without further commentary.

How Younger Platforms Are Chipping Away at Facebook’s Dominance in Social

Share this:

There’s a lot of talk in the martech/adtech ecosystem about Facebook and Instagram’s gradual loss of sway in social advertising, especially relative to video-first apps popular among young people such as Snapchat and TikTok. But how much are things really changing, and why?

Street Fight’s December Theme: Predictions

Share this:

Street Fight will be focusing on 2022 predictions as we plan our December reporting and consider contributor op-eds. Of course, contributors are welcome to pitch us on other topics in e-commerce, martech, etc., but we encourage submissions making bold predictions about how martech and ad tech, retail tech, location intelligence, and consumer data will evolve in 2022.

A Third of Marketing Leaders Say They’re Not Ready for Third-Party Cookies’ Demise

Share this:

The death of the third-party cookie on Chrome in 2023 dominated the martech discussion in 2021, but a third of marketing leaders say they are still not ready for the effect it will have on marketing. That’s according to a Lytics survey conducted by Sapio Research in October that polled 256 marketing leaders to assess the future of data-driven marketing.

Google’s Latest Privacy Play Has Big Implications for the Open Web

The Local Customer Journey is Omnichannel

Share this:

A robust online presence is table stakes for even “local” businesses, as the local customer journey is thoroughly integrated into online search and selling. The Uberall study also suggests local businesses should capitalize on the greater trust and emotional connection they command with customers in an era when a product from Amazon is two clicks away.

Personalization’s Chief Risk and Reward: Identity Reinforcement

Share this:

Martech is not an industry that merely measures or codifies consumer behaviors, interests, and identities. It is an industry in the business of manufacturing identities. And that is an awesome political and economic power in both the positive and negative senses of the word.

3 Cutting-Edge Trends in Digital Advertising

Share this:

Many firms claim to propose an ad model that no other company can replicate, but trends are emerging among the “next-generation” advertising technologies. Three of those trends include context becoming a layer of all advertising, real-time updates to messaging, and interactivity driving engagement.

Marketers Focus on Buyer Intent Data as Privacy Undermines Targeting

Share this:

But firms, such as LinkedIn, G2, Qualified, and 6Sense, are rolling out and testing solutions to fill the gaps in B2B targeting. Gartner found prospects spend 50% of their time getting information from third-party sources, and sales teams can use buyer intent signals to learn about that activity and act on it. Here’s what four industry leaders from the aforementioned companies have to say about taking advantage of B2B marketing opportunities.

Digital Ads Are Getting Much More Expensive as E-Commerce Booms

Share this:

The cost of digital advertising has skyrocketed over the past 18 months, climbing along with e-commerce spending. That’s according to a report by digital marketing firm Merkle.

Marketers Want Multiple IDs to Replace Third-Party Cookies

Share this:

Marketers and publishers asking which will be the next-generation ID to rule them all are misguided, according to a new study by data solutions provider Lotame. The company surveyed 200 senior US marketing and publisher decision-makers, and 33% of marketers said they were open to “any number” of IDs, while 33% said three identity solutions would do the trick.

November Theme: Hybrid Holidays

Share this:

Sometimes, a theme is so central to the conversation in martech, retail tech, location intelligence, and the other subject areas Street Fight covers that we double down on it, focusing on it for two months in a row. That is the case this November, when we will be concentrating on the hybrid holidays for a second consecutive month.

BeOp Adds Conversation to Post-Cookie Contextual Advertising

Share this:

The contextual, conversational advertising firm BeOp believes it has the solution to the death of cookies. The company, which works with more than 90% of premium publishers in its home country across the Atlantic, connects advertisers with consumers reading content related to their products and services. But what distinguishes BeOp from contextual ad competitors is the style of its ads: conversational quizzes and questions that drive engagement and zero-party, or fully consensual and explicit, data collection.

Shipping Costs and Shortages Disrupt Holiday Shopping

Share this:

The Shopkick survey paints a portrait of this year’s holiday shopper as someone who is looking for deals and convenience, cares about inflation and product shortages, and is willing to shop early and in store to get what they need before it runs out.