News and Analysis
BOOM: Industrious Brings Hospitality to Work
This year, about 5M people will use co-working spaces as their offices and meeting places. The concept of shared space has expanded to include podcasting and warehousing/shipping. The concept of co-working is about 30 years old and it is now a cornerstone of the “sharing economy.” As the media was filled with stories of WeWork’s […]
A MULO Brand Scales With a Shark
CEO and Founder of Crispý Cones Jeremy Carlson is on his way to a total of 300 stores across the country. Shark Tank Barbara Corcoran gave him $200K for a 20% interest in his company, which he runs with his wife Kaitlyn. Their back story is a true inspiration to other MULO (multi-location) brands that […]
Navigating the Evolution of Digital Advertising: Merging Innovation with Privacy
Digital advertising is undergoing a seismic shift. Traditional methods no longer capture consumer attention or drive brand impact like they used to. This decline is exacerbated by the increased focus on privacy across platforms and publishers. However, one of the promising byproducts of this change is the emergence of new tools and channels that big […]
Commentary
2022 Martech Predictions on Retail Media, CTV/OTT, and Messaging
Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on the growth of retail media, the battle for consumer attention, the growth of CTV/OTT, and the increasing centrality of messaging to marketing.
2021 Ranking Factors Report Underscores Importance of Google Profiles and Reviews
Three of the most notable trends — the ever-increasing importance of native Google My Business (now Google Business Profile) factors and, in particular, of reviews, as well as the diminished impact of citation building — are reinforced this year, with Google profile optimization accounting for 36% of local ranking, up from 33% last year, and reviews inching up from 16% to 17%, while citations continue at 7%, down significantly in importance compared to their prominent role in earlier years.
5 Predictions for Digital Advertising in 2022
2022 will be another big year for digital advertising. Over the next 12 months, we are likely to see new norms take shape surrounding privacy, targeting, and evolving channels, fundamentally reshaping the industry as we know it today.
Latest Posts
Super Bowl in the Metaverse: 5 Marketing Strategies for Brands
The countdown is on for Super Bowl LVI. Marketers without extra large budgets are finding new opportunities to gain traction at a fraction of the cost by latching on to one of the buzziest marketing strategies of 2022 — the metaverse.
Online Reviews and the Problem of Authenticity
Recent developments from the FTC mark a significant moment in the history of online review management. Practices such as review gating have been relatively widespread in the industry for years, despite warnings such as this Help Center update published by Google in 2018: “Don’t discourage or prohibit negative reviews or selectively solicit positive reviews from customers.”
Advertisers Adopt Cross-Channel Strategies for Super Bowl LVI
As major brands put the finishing touches on their Super Bowl LVI strategies, they’re discovering that the biggest plays on game day are happening outside the confines of traditional 30-second spots. Sports fans are increasingly watching live sports on two or more screens at a time, simultaneously engaging with brands and posting on social media while games are going on.
Habu on the Opportunities and Challenges of Data Clean Rooms
Clean rooms are having a moment, but they are not a magic bullet for privacy compliance. Just because a customer or user willfully hands over data does not mean the data can be shared with third parties. I checked in with David Danziger, SVP of partnerships at Habu, to explore the opportunities and challenges of data clean rooms.
How Data Provides a Two-Way Story to Drive Performance
Data creates a two-way story with customers. In this exchange, you deliver value to customers and they, in turn, give you important information about who they are and how they feel. Within customer experience management, this value exchange allows you to heighten the experience. It is the quality of the data and what you do with it that matters most for performance.
Street Fight’s February Theme: Personalization and Data Parties
The martech industry has been having an intense conversation over what level of personalization is appropriate, effective, and feasible and how companies should collect data to drive that customization. This month, Street Fight will focus its coverage and opinion columns on personalization and the various kinds of customer data as determined by degrees of proximity to the consumer.
Location-Based Marketing Association: Google’s Location Tracking Lawsuit
In this episode of Location Weekly, the Location-Based Marketing Association discusses Google getting sued over deceptive location tracking, Apple going head to head with Square by making iPhone payment terminals, SavageXFenty rolling out AR-powered FIT:MATCH tech in-store, and Placewise partnering with Bambuser to bring physical malls to customers via livestream.
Zero-Party Data Platform Jebbit Lands $70 Million Investment
It pays to be in the right place at the right time. With less than a year to go before Google officially phases out third-party cookies from Chrome and more brands searching for viable solutions to personalize digital campaigns, a startup called Jebbit has stepped into the limelight.
What is Experiential Personalization?
3radical has a beef with what the martech industry calls personalization. As CEO Michael Fisher puts it, “Serving a consumer a digital ad for a raincoat because that consumer was recently looking elsewhere at raincoats isn’t personalization.”
Advanced Contextual Launches Contextual Targeting Enhanced by Advertiser KPIs
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.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Why AI Describes Locations Differently