News and Analysis
Snoop Dogg’s Munchie Meal and Celebrity-Inspired MULO Brands
We live in a world of stars — big, small, and on the rise. From singers and actors we watch on stage and screen to reality TV celebrity to previously-unknown consumers who make a name for themselves on TikTok, we exist in a world where everyone can be perceived as “talent.” Celebrity endorsements are certainly […]
6 Influencer Relationship Management Platforms for Brands
Just about anyone can call themselves a creator these days, and that makes it harder than ever for brand marketers to cut through the noise when putting together their influencer campaigns. With the creator economy on track to become a $100 billion industry, more brands and agencies are searching for tools to source potential brand […]
BOOM: Cookies
We’re not talking about tracking cookies. We’re talking about the kind we eat. Despite the healthy food trend, people still like a sweet splurge now and then. The snack market is up and estimated at $300B in 2023. The average American eats three or more cookies daily and 35,000 cookies throughout their lifetime. That’s a […]
Commentary
Our Industry’s Efforts to Solve the Identity Crisis Are Grossly Misdirected
Today’s industry trades are clogged with speculation and solutions addressing the forthcoming upheaval of the digital identity landscape. Unfortunately, little of the discussion and proposed paths forward are focused on mobile apps, the environment in which the loss of consumer targeting capabilities is going to be most devastating.
7 Things to Know About Cannabis Marketing
Legal cannabis sales skyrocketed 46% last year, and the industry’s marketing sector is growing alongside it. But marketing a substance that is only recreationally legal in 14 states and medicinally permitted in 36 requires a more targeted approach than ads for soft drinks or toilet paper. Here are seven things to know about cannabis marketing.
Expert Roundup: How is Mapping Innovation Playing Out? Part I
Mapping is one of those foundational “meat and potatoes” topics in Street Fight’s repertoire that buttresses local commerce. But despite its longstanding positioning at the center of that world, and its mature status, it still somehow continues to show rapid transformation and innovation cycles. Experts from HERE Technologies, GroundTruth, and SafeGraph expound on the state of mapping tech.
Latest Posts
Contextual Ads and Brand Suitability Are the Future of Targeting
Cookies and blocklists put brands on the back foot. Brand suitability draws on perception and customization to make sure that surrounding content makes sense for the brand’s image and customer base. And, when you combine this with context-informed targeting and human intelligence, brand suitability is the more powerful approach to engage with today’s consumers and customers in a way that also helps to future-proof today’s savvy brands.
Setting Up A Post-Pandemic E-Commerce Boom Strategy
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 Raises $45M to Democratize Access to Places Data
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.
Brand Identity, Privacy, and First-Party Data
Lucid is a research technology, or ResTech, firm that hooks up companies with millions of customers to gauge customer sentiment at scale. I connected with Pauline Wen, chief privacy officer at Lucid, to understand the challenges brands are facing and how they can navigate a rising bar for privacy.
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation