News and Analysis
Locality Says Start Your Election Spending
Election season will be here before you know it, and TV remains the star platform for political campaign media spending. According to AdImpact, political ad spending is projected to reach upwards of $10 billion in media spending, with TV (broadcast, cable, streaming, etc.) on track to rake in half of that number. Locality, a TV-advertising […]
Arity and Tapestri Drive2Earn Partnership to Revolutionize Data Sharing
A strategic partnership between Arity, a leading data and analytics company, and Tapestri, an app that rewards users for sharing their data, has the potential to transform the way millions of drivers perceive and harness the value of their own location data. Together, the two firms are launching Drive2Earn, a new feature available in the […]
BUST: A Hard Landing as Soft Surroundings Files for Bankruptcy
Here we go again…another beloved retailer shutters its brick-and-mortar operations. Soft Surroundings filed for bankruptcy this week. This MULO (multi-location) women’s clothing brand once had 80 locations physical locations (reduced to 44) and is now shuttering all of them. The company, which released its first catalog in 1999, also sold home goods and accessories. However, […]
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
Clearlake Acquires Precisely in $3.5B Deal
In this episode of Location Weekly, the Location-Based Marketing Association covers Google making hotel search listings free, WazeAds and Mojo’s coffee campaign, T-Mobile enrolling all customers in an ad-targeting program, and Clearlake re-acquiring Precisely in a $3.5B deal.
Expert Roundup: How Will Privacy Define the Near Term? Part I
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.
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.
Consent and Privacy Platforms for Ad Buyers
An incredible amount of innovation is happening within the privacy compliance space right now, and these consent management tools are just several examples. Here are six privacy tools worth checking out.
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.
Why Local News Sponsorships Are More Relevant than Ever
Taken together, current events have resulted in a heightened opportunity for brand sponsorships of local news organizations and broadcasts. Let’s examine why these sponsorships are receiving increased attention from advertisers, and the various forms the sponsorships can take.
Google’s Latest Privacy Play Has Big Implications for the Open Web
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.
How Retailers Can Tackle Supply Chain Data Risk
Information security professionals should be included in supply chain management from early planning stages to realization to ensure at-risk data is protected.
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.
What Emerging Tech is Driving Localized Brand Marketing?
Running an emerging tech-driven digital agency, Maher is on the front lines of marketing innovation for brand clients like Panera and Bolle. For both of those campaigns, there was a local component, including Panera’s in-store AR integrations and Bolle’s local activations at Dick’s Sporting Goods.
To anticipate the upcoming Street Fight Summit and Maher’s speaking role, we sat down with him for his view on the drivers and dynamics of digital marketing. Here’s our dialogue with Maher on the biggest brand marketing trends and value drivers he’s tracking.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature