News and Analysis
BOOM & BUST: C-Stores Thrive While D-Stores Die
The C in this case stands for convenience store (C-Store), and the D stands for department store (D-Store) — both critical outlets in the MULO (multi-location) retail ecosystem. Brick-and-mortar locations in many categories are still alive and well despite consumers’ penchant for online shopping. Yet, some types of MULO brands are performing much better than […]
Seedtag Acquires JustEggs for ANZ Market Entry
When Seedtag acquired supply-side platform Beachfront in June, it did so to deepen its offering in TV and advertising video. One month later, Seedtag, a global leader in contextual advertising, acquired JustEggs to broaden its global footprint with entry into Australia and New Zealand. JustEggs is an Australian-owned creative intelligence business. Dal Gill, Vice President […]
Christena Garduno of Media Culture: The Marketing Agency’s Future
Marketing agencies used to be able to woo clients with unique and emotional ad campaigns. Then, as media options became more varied, knowing how and where to spend ad dollars (print, television, radio, and ultimately online) was a critical factor. Today, agencies must deliver a full range of strategies and solutions, and data analytics and […]
Commentary
The Middle Ground on Personalization
What is the most viable critique of personalization, and what form should personalization take to provide real value to marketers and consumers?
To Crack Open CTV’s Data Issue, Give Publishers the Benefit of the Doubt
There is an opportunity to take some of the best strategies from decades of linear TV buying and selling and bring that forward. Adding intelligence on the supply side for CTV, while at the same time empowering the buy side to use that data to deliver scale, ensures that video has the breadth to do what it does best: power awareness and build brands.
Combating Ad Fraud with Machine Learning and Human Supervision
While machine learning and artificial intelligence are on the rise within ad fraud prevention efforts, it’s becoming clear that machines, despite their competence for processing knowledge, can’t fight the battle alone. Ultimately, humans are much more adept at understanding and applying logic. That’s why a combination of machine learning and manual, human intervention is crucial in the fight against ad fraud.
Latest Posts
Retailers Grapple with Decreased Loyalty from Omnichannel Shoppers
Sixty-nine percent of consumers say they expect a consistent cross-channel customer experience. And that’s just the beginning.
Report: Black Friday Is Back — With a Vengeance
According to the findings of a new consumer survey commissioned by UserTesting and conducted by the market research company OnePoll, 43% of shoppers say they miss the frenzy of in-store Black Friday shopping and 42% say in-store shopping is more important now than pre-pandemic.
How DCO Is Enriching Multi-Location Marketing
Some multi-location and franchise marketers are looking to dynamic creative optimization, or DCO, to expand their localized digital marketing capabilities. Tommaso Vaccarella, GM, Connected-Stories, connected with Street Fight to explain how DCO and multi-location are coming together.
Google Overhauls Business Profile Manager with Transition to Search Interface
Lots of the functionality is exactly the same between the old GMB and the new NMX, the only difference being where the features reside. For most businesses, updating your phone number, your hours of operation, or your business attributes will seem very familiar. Here are some of the significant differences.
New Hires at Goodway Group, Mirriad, and LiveIntent
The Street Fight new hires roundup features movers and shakers in adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at Goodway Group, Mirriad, and LiveIntent.
Brand Advertisers Say CTV Likely to Overtake Mobile
According to a new report on connected TV trends by AppsFlyer, 98% of brands believe CTV advertising has the potential to be bigger than mobile, but just 64% of businesses are currently running direct response campaigns on CTV.
Open-Source Data Is a Risky Gamble for Businesses
While open-source data is free, it can cost a great deal of capital in the long run. For some companies, especially those with robust engineering teams, these costs might be acceptable. For others, however, it might be wiser to dedicate spend to an initial data purchase to avoid ROI headaches down the line.
Study: Multi-Location Businesses Underestimate Power of Local Digital Strategy
Marketing technology has changed the way consumers find, choose, and return to businesses. While the majority of multi-location businesses have successfully implemented broad strategies to be discovered by consumers, research shows many are failing to fully leverage the latest tools for local discovery, engagement, and conversion.
AnyRoad Enables Brands to Close First-Party Data Gap
AnyRoad’s new solution, which debuted last month, enables brands to collect first-party data and feedback from every guest that attends an experiential activation or event — not just the primary reservation holder.
Machine Learning Transforms Local TV into a Modern Advertising Channel
Kalyan Lanka, VP of product management at Ampersand, argues that the same pairing of creative and targeting potential celebrated in CTV is hitting local TV. Here’s how marketers can take advantage of the opportunity.
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