A privacy whirlwind is disrupting digital marketing. Apple is downgrading its mobile tracking device, and Google is killing third-party cookies on Chrome. In addition, as many as 20 states have passed or are working on legislation to protect consumer data. But national legislation is likely far from imminent.
Gimbal, the location intelligence platform, and NextNav, the developer of geolocation technologies, are coming together on a new vertical dimension that could help brands and retailers more accurately understand how customers are moving through physical spaces. The potential applications are vast, but executives at both firms see fulfillment options like curbside and in-store pickup as being some of the most immediate use cases.
AR fuses the digital and physical. So, could it assist in the vexing and longstanding challenge of closing the online/offline gap? We’re starting to see signals that it might.
As mobile interactions become the new norm, more retailers and brands are seeking out mobile-friendly live chat solutions that leverage real-time customer behaviors, like locations and progress within the shopping lifecycle, for more personalized SMS chats and in-app messages.
Killi, the consent-first consumer data marketplace, launched Unveil, a product iteration that will allow consumers to view and edit the data companies have collected about them.
Is contextual ad targeting the answer to our cookieless future? As brand advertisers plan for a world without third-party cookies, they’re homing in on contextual ad platforms as a possible solution to their advertising woes. That push is leading to the development and growth of a number of platforms focused on contextual, conversational, and cookieless advertising.
Welcome to Street Fight’s new Innovation Brief series. On a semi-weekly basis, it aggregates and analyzes happenings from across the technology and media spheres. This week, we look at text-to-order QSR, Microsoft’s Discord ambitions, and Boston Dynamics’ latest.
Substack’s success points to the power of email as a means of owning an audience, which will only grow in importance as privacy restrictions proliferate.
The acquisition is part of GroundTruth’s push to equip small businesses with the kinds of location marketing and ad tech-driven solutions previously available only to big brands.
The auto industry needs a tune-up. Customer service is getting faster across verticals amid the Covid-19 e-commerce boom. But all auto customers know that the sales experience in that industry has hardly changed — and it’s a hassle. Show up to the local dealership, find out if the car you want is even there, and of course, haggle with the dealer.
Diana Lee’s Constellation Agency is offering a solution.
Before the Covid-19 pandemic bumped office workers out of the office and into their living rooms, most of them worked exclusively or almost exclusively from the office. But after a year of remote work by necessity, only 13% say they expect to go back to full-time office work.
A group of experts expounds on what the advertising ecosystem can expect from privacy changes and how to prepare for a new era of digital marketing and business.
The results of a new campaign by Brave Software and Dentsu International show that digital privacy might not be the monolith that it’s thought to be, and that advertisers can still generate a positive ROI on their campaigns without sacrificing consumers’ online privacy.
The Cheetah Digital survey suggests that the answer to shifting privacy rules may be simple and surprisingly conventional: ask for an email address in exchange for clear value such as deals and discounts.
As Covid-19 took over the collective mindset of the past year, several previously prominent topics shifted to the back burner. But now that there’s a light at the end of the pandemic tunnel, those previously resonant topics are re-emerging.
At the top of that list is privacy.
The previous year shattered expectations based on forecasts going into 2020. For e-commerce brands, it brought both challenges and opportunities with more shoppers than ever adopting new online buying habits. Still, it would be wise for businesses to think about what happens once consumers feel more comfortable venturing back into brick-and-mortar businesses. By having a strong D2C strategy that is agile and customer-centric and with the right infrastructure to grow globally, businesses can feel more confident for whatever the future holds.
SafeGraph — which powers analytics for organizations like Sysco, Ares Management, Choice Hotels, US Foods, and Verizon Media — picked up $45 million from Sapphire Ventures, as well as returning investors from previous rounds like Peter Thiel and Alex Rosen of Ridge Ventures. The company plans to use the funds to capitalize on the expanding market of data buyers and offer new ways for customers to buy data. Through a growing partner network and new data delivery mechanisms, SafeGraph will be allowing interested parties to access the exact data they need, wherever they need it.
Google’s recent announcement that it would stop selling ads based on users’ specific web browsing histories was met with enthusiasm among consumer privacy experts. Within the local marketing and advertising community, the reaction was different.