News and Analysis
Optable Integration Ushers in a New Era of Privacy-Centric Advertising
Since Google’s announcement regarding the eventual end of third-party cookies, the advertising industry has been actively seeking alternatives to ensure continued effectiveness while respecting user privacy. Among the proposed solutions, data clean rooms have emerged as a promising avenue, offering a secure environment for data collaboration in the absence of traditional tracking methods. Optable, a […]
Swiftly Connects the Cart to the Screen for Save a Lot
Large multi-location (MULO) grocery stores have the resources to develop technologies that enable consumers to make their shopping lists, see sales and coupons, and arrange for delivery or pick-up. But smaller stores may have been at a disadvantage — that is until Swiftly stepped in. Swiftly, a leading provider of innovative technologies, partnered with Save […]
Placer.ai, ESRI Form Analytics Partnership
What do you get when you cross a location-analytics company with a company that uses sophisticated geographic-information system (GIS) technology? It’s no joke, and this isn’t a punchline: Placer.ai and ESRI have formed a partnership to provide advertisers and their partners with new and advanced analytics and insight. The goal is to get deeper insights […]
Commentary
3 Cutting-Edge Trends in Digital Advertising
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
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.
LBMA: Digital Envoy Acquiring Location Sciences
In this episode of Location Weekly, the Location-Based Marketing Association covers Digital Envoy acquiring Location Sciences, Campbells Soup and Universal Music’s QR code experiences, Stirista launching their Crosswalk geo-attribution platform, and Text Request launching location tracking by SMS.
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Superior Customer Experience is the Gift that Keeps on Giving All Year Long
All brands and retailers are competing against each other for sales this holiday season, and the surge in e-commerce has favored big retailers like Amazon, Walmart, and Target thanks to accessibility, convenience, and marketing dollars. Local businesses, which previously thrived on outpacing big brands with superior in-person customer service, are now being pushed to adapt to the new consumer, one who spends less time browsing a retail location and more time scrolling online.
LBMA: Alexa Arrives in NYC Christmas Window Displays
In this episode of Location Weekly, the Location-Based Marketing Association covers Skyhook signing a partnership with Sigfox, Asda partnering with GoodMaps to help the visually impaired navigate stores, Girls trying coding inside Doja Cat’s new music video, and Alexa in a Pear Tree — Alexa arrives in NYC Christmas window displays.
2022 Predictions: Immersive Tech Edition
Here are three predictions for what could happen at the intersection of immersive tech and local commerce. And because I often disparage broad predictions that don’t have any teeth, we’ve included action-specific or figure-based statements in each prediction (highlighted in bold).
Roundup: 2022 Adtech & Martech Predictions
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 measurement and advertising optimization, consumer trust, contextual ads, and marketing with social good as a guiding principle.
SOCi Study Finds 62% of Google Reviews Are Written by Local Guides
Local Guides write most of the reviews on Google today — about 62% of all reviews, in fact. In the restaurant category, the dominance of Local Guides is even greater, with Local Guides writing about 69% of all reviews.
2022 Will Reshape the Future of Ad Tech
ID solutions for the open web are going to be invaluable for publisher monetization, so in 2022 collaboration will dramatically increase. ID partners in 2021 operated in the identity arena like a circular firing squad. Everyone claims their privacy is better than others, and everyone who has a solution wants to say theirs is the only one that works. In reality, all have to work together.
Fragmentation in Connected TV Creates Opportunities for Brand Marketers
One of the earliest frontrunners in this race for market share has become Innovid, the CTV advertising delivery and measurement platform. With the ticker symbol “CTV,” Innovid is now branded as a pioneer, a label that CEO and Co-Founder Zvika Netter isn’t shying away from.
Mobile Marketing Trends for 2022
Companies had to act quickly to respond to sudden changes within the mobile marketing ecosystem as user activity shifted and time spent online increased. If you are wondering what to expect in the mobile marketing ecosystem for 2022, this guide will help you set expectations and stay ahead of the curve. Here are three mobile marketing trends that must be on your radar in 2022.
KEVANI, Taking Localized Approach to OOH, Announces New LA Property
When it comes to out-of-home advertising, one creative strategy does not fit all markets. That has been a guiding principle at KEVANI, an OOH firm that’s taking a community-driven approach to digital billboard advertising. The company specializes in full motion digital and premium static assets in California, with the understanding that national advertisers see the greatest results when they embrace the personalities of the neighborhoods where their displays are located.
Innovation Brief: Girls Who Code, Facebook Messenger, and Humanoid Robots
Street Fight’s Innovation Brief series aggregates and analyzes happenings from across the technology and media spheres. This week, we look at Girls Who Code, Facebook Messenger payments, and humanoid robots.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature