Street Fight Spotlight

5 Self-Serve Online-to-Offline Attribution Platforms

Marketers with limited budgets are turning to a bevy of self-serve online-to-offline attribution solutions to correlate visitation rates and purchase data with digital campaigns. Utilizing a variety of testing methods for mapping campaign performance and purchases, these platforms are giving marketers the answers they need to justify online ad spend. Here are five examples of online-to-offline attribution platforms that marketers are using right now.

Google Finds Itself Beneath EU Regulatory Hammer Once More

Google has been fined $1.7 billion for violating Europe’s antitrust policies. Specifically, the company stands accused of compelling companies that deploy its search capabilities on their own platforms to display a disproportionately high humber of text ads that will line Google’s pockets.

online privacy

During Privacy Battle, Brands Adjust Location Targeting Strategy

Can privacy and personalization ever be compatible? It’s not a question consumers regularly ask, even though concerns over targeting and apps that continuously log location data grow greater by the day. For marketers, however, the answer to whether privacy and personalization can coexist, and what happens to location data in the wake of tightening restrictions, has important ramifications. Industry experts weigh in.

How Will 5G Unlock Location Targeting?

5G goes far beyond just a speed boost. The quantitative advantages are joined by qualitative factors that will enable all kinds of new consumer use cases and content delivery strategies. This notably includes more precise location tracking/targeting and even some indoor use cases (think: retail). 5G-enabled phones will phase in over the next three years. Then, it’s off to the races.

Latest Posts

The High Stakes of Identity

Identification is the key to relevant, timely, and cohesive cross-channel marketing that increases sales and builds brand loyalty. Do it right, and you’ll achieve the kind of truly personalized marketing of which our predecessors could only dream. Here are the major tenets of a successful, privacy-aware strategy for storing data on consumers in a multichannel landscape.

Heard on the Street, Episode 23: Google, AI, 5G and Marketing Champagne

What do Google’s AI-fueled search results, 5G, and marketing champagne all have in common? They’re the central topics of a roundtable discussion on the latest episode of Street Fight’s podcast, Heard on the Street.

As we do quarterly, this is a bonus episode that puts aside our typical interview format and instead invites the leading thinkers from the Street Fight newsroom and executive ranks to discuss news and insights that are top of mind.

Publishers Need to Pivot to First-Party Data

Rather than developing entirely new inventory strategies, which is a heavy lift, publishers can look to what they already have—rich behavioral, subscriber, and social data, most of it seriously under-leveraged. When used properly, first-party data can help publishers drive revenue in two ways—directly and indirectly. It can help them to stop working harder and start working smarter.

6 Customer Data Platforms for Brands

Customer data platforms dominated the conversation at the MarTech Conference in California earlier this month, as marketers shared how they’ve been able to pull data from multiple sources, combine that data into single customer profiles, and then make that data available to other marketing systems.

With so much hype surrounding customer data platforms right now, we decided to dig into the market and learn about some of the hottest players in the space. Here’s what we found.

Voice-Readiness Study Indicates Vast Majority of Businesses Fail Basic Listings Test

It only takes listing correct and comprehensive information on Google, Yelp, and Bing for a brand or small business to earn 90% on location management solution Uberall’s voice search readiness test. Yet only 4% of the businesses in the company’s latest study, which examined the voice preparedness of 75,000 listings, had correct info on all three of those major directories.

Government Regulation Is Marketers’ Most Common Concern About Data-Driven Initiatives

Changing political headwinds and increased media attention on data collection and privacy are apparently rattling marketers, who named government regulation as an obstacle to data-driven campaigns more than any other single factor. That’s per a survey of U.S. marketers by Winterberry Group and the Interactive Advertising Bureau, eMarketer reported.

Location Is an Underused Data Layer for Brands Seeking Better ROI

In 2019, we are just scratching the surface of location data’s potential for improving the ROI of advertising and marketing. As we approach the next decade, location intelligence will be a major factor in determining which brands thrive and exist in the many years to come and which ones fall by the wayside by not taking their data seriously enough.

The DOOH Opportunity: How OOH is Becoming a Bigger Piece of the Media Mix Pie

Out-of-Home (OOH) advertising is having a fantastic run. It is the only traditional media channel to consistently grow over the last 10 years and is expected to continue growing in 2019, according to the Outdoor Advertising Association of America.

However, OOH teams are often siloed away from broader digital marketing teams and are categorized differently in budget breakdowns and post-campaign analysis. As the field adapts and evolves, continued separation of digital and OOH teams is going to hinder, rather than help, your efforts and results.

LBMA Vidcast: Alibaba’s FlyZoo Hotel, McDonald’s Acquisition of Dynamic Yield

On this week’s Location-Based Marketing Association podcast: Samsung’s “Refrigerdating,” PrivateAcre, Alibaba’s FlyZoo hotel, McDonald’s buys DynamicYield, Oreo + Target, Coor’s Light battles Bud with sound. Special guest: Ian Dallimore, Lamar.

SMB Marketers: Small Budget? Small Team? Search and Social Are Key

With the barrier to entry lower than ever, third-party platforms have made inroads to make it easier for marketers to leverage search and social more effectively. These platforms have made it attainable for marketers—regardless of their team size or level of experience—to launch and optimize sophisticated, targeted campaigns, providing an ideal foundation to build upon as their capabilities and budgets expand. With that, here are five reasons SMB marketers should consider digging deeper into search and social right now.