Long Pandemic and Local Commerce: Expert Roundup

Street Fight’s core focus is localized commerce and marketing: how brick-and-mortar businesses use technology to connect with customers. This month, we’re covering the continued impact of the pandemic on that space. To that end, three martech and retail tech leaders from VDX.tv, CatapultX, and VAI expound on the pandemic and local commerce in this expert roundup.

QR Code

How QR Codes Are Advancing Adtech

QR codes’ influence on adtech will not end with Coinbase’s Super Bowl campaign. I checked in with Frank Maguire, VP of insights and strategy at programmatic adtech company Sharethrough, to discuss the benefits and future of QR codes in adtech.

Simpli.fi’s Political Ad Tool Mixes Data Sets for Improved Match Rates

While politicians and PACs compete for contributions, agencies are working behind the scenes to help their clients’ ad dollars go further. A political advertising tool recently unveiled by Simpli.fi claims to do just that, mixing address lists from data providers and first-party databases to increase match rates.

How IDFA Deprecation is Driving Multi-Channel Marketing

What can brands do to understand, reach, and connect with consumers as they look towards a future beyond device-based identifiers?

consumer trends retail

Why Rising Prices Are Changing the Way We Shop

Rising inflation rates and supply chain shortages are causing more consumers to hold off on making big purchases in 2022 — and that’s giving retailers reason for concern.

New Hires at Lotame, LiveRamp, DemandScience, TextNow, and GumGum

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 Lotame, LiveRamp, DemandScience, TextNow, and GumGum.

Why Yelp’s Local Data Keeps Popping Up in Unexpected Places

Since the debut of Yelp Fusion in 2016, thousands of platforms and experiences have added Yelp search and local content. Integration partners can choose which attributes to show on their platforms, with millions of business updates coming in each month.

Smaller Brands Are Struggling with Social Commerce. Here’s Why

Social commerce is expected to grow 3x as fast as traditional e-commerce, according to a report by Accenture, to reach $1.2 trillion by 2025, but that doesn’t mean savvy marketers from smaller brands can’t find their own points of entry. By thinking outside the box and looking beyond Instagram and TikTok for attention, some midsize brands are finding opportunities to shine.

Retailers Scramble to Implement AI-Based Pricing Strategies

Supply shortages are easing, but inflation is showing no sign of slowing down. Retailers are using AI to refine their pricing strategies.

In Crowded Space, Brands Rethink Approach to CTV

Research from eMarketer shows that advertisers spent $10.3 billion on connected TV programmatic display ads in 2021, an 82% increase from the year prior. But what they got in return is anyone’s guess. For all the advancements in digital marketing, CTV advertising still remains an opaque space where advertisers know little about the shows or other ads their spots are running against. This can lead to wasted budgets, ad frequency issues, and even fraud.

Adriel Raises $13 Million Series B to Power Multi-Channel Marketing

The all-in-one digital marketing platform Adriel announced this morning that it had raised $13 million in Series B funding to scale its platform into an “end-to-end ad operations system.” Shinhan Venture Investment led the round, which followed a 2019 Series A worth $4 million.

US E-Commerce Brands Need to Localize to Maximize Overseas Opportunities

International ecommerce sales are skyrocketing, but selling abroad means taking on the challenge of catering to consumers with localized preferences. A recent global ecommerce report by payments infrastructure provider PPRO shows many brands are not currently up to the task.

5 Next-Gen RFID Solutions for Omnichannel Retailers

Radio-frequency identification, or RFID, has found new life in the post-pandemic retail space. By attaching small strips of metal that can transmit radio waves with information about any product, retailers are finding that they can accelerate and automate the store checkout process. Unlike barcodes, which must be scanned individually, RFID tags can be scanned together and they hold significantly more information.

Marketers Struggle to Balance Personalization and Privacy

While consumers are increasingly coming to expect personalization in their inboxes, too much personalization can damage trust and steer customers away. Nobody wants to feel like they’re being watched, but recent surveys show consumers are also growing increasingly frustrated with marketing materials that aren’t targeted enough.


Oomiji Helps Brands “Build Their Own Walled Gardens” of Customer Data

Zero-party data, or information customers willingly provide about themselves, is gaining popularity as a way of amassing customer data at a time when privacy restrictions are making that more difficult. The platform Oomiji is betting on that trend, differentiating itself from other CDPs by helping its clients ask their customers for data (instead of relying on AI to extrapolate limited data to probabilistic segments and preferences).

New Hires: Outbrain, Treasure Data, Razorfish

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 Outbrain, Treasure Data, Razorsfish, and TMB.

Wyng Partnership Enables Personalization with Zero-Party Data

The zero-party data platform Wyng has found a strategic partner to bring its real-time data connector to life. The company recently announced a deal with Qualtrics, an experience management firm, and the release of Wyng Connector for Qualtrics, a real-time data connector available in the Qualtrics XM Marketplace.

Does a Bipartisan Bill Threaten the Autonomy of Local Platforms?

The push to regulate big tech is not new. In fact, a bill similar to the American Innovation and Choice Online Act was introduced by the House of Representatives last year, only to be relegated to the legislative back burner. So far, no meaningful legislation has made its way into law, but each new effort in that direction reawakens the possibility that companies like Google will eventually need to modify their practices to remove bias towards themselves.

Digital Currency

ViralGains Releases Zero-Party Data Solution for Dynamic Interactions

Understanding the challenges that brands now face in collecting zero-party data, the video ad journey platform ViralGains is releasing its own solution, designed to prompt ad viewers to share their preferences, sentiments, and interests within online ads.

3 Products Accelerating Shoppability

The macro trends of shoppability and visual commerce are on a collision course. Here are three platforms making that combination a reality.