News and Analysis
How to Use Generational Priorities to Optimize Ad Targeting
While many brand marketers dig deeper into audience targeting via geolocation, purchase histories, and mobile device identifiers, one of the most obvious differentiating factors between consumers is being overlooked — age.
Fixing Digital Advertising for the Privacy Era Requires a Mindset Shift
Fixing digital advertising for the privacy era requires a mindset shift, according to Alessandro De Zanche, a consultant who is helping publishers like the Financial Times and agencies like Dentsu adjust their strategies for an era of less rampant tracking.
New Hires at Basis, Emodo, Acceleration Partners, and Redpoint Global
The monthly Street Fight new hires roundup features movers and shakers in adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at Basis, Emodo, Acceleration Partners, and Redpoint Global.
Commentary
Finding New Audiences: How To Win with the Next Generation of Consumers
The youngest generation of consumers is not only ad-averse, but also prefers to consume content when and where they want. With 71% of Gen Z claiming to prefer streaming services over traditional TV, the formula for successful content platforms is simple — provide consumers the content they want to see on the devices they use outside of the house.
It’s equally important for platforms to cut through the noise and remove commercials and ads if they want to secure Gen Z support moving forward. While we all have specific tastes in what shows we watch, older generations of consumers were perfectly content sitting through commercials and ads. Gen Z is not of this mindset.
Is Uber Local Advertising’s Duopoly Killer?
While Amazon is challenging the duopoly, when zeroing in on local advertising and commerce — Street Fight’s hallmark — as opposed to driving eCommerce, another challenger may loom: Uber. In fact, we have a longstanding prediction that it will blitz local advertising by strategically building from the Trojan Horse that is “in-ride mode.”
This theory is based on the fact that Uber has your captive attention during rides, given in-app utilities like mapping and ETA. Furthermore, it knows where you’re going (think destination-based promotions). In the aggregate, it has lots of behavioral data for a richer mosaic of audience-targeting gold.
Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update
Your social advertising strategy and audiences may need a bit of an overhaul to align with updates to Facebook’s “Safe & Civil” Advertising Policies, especially if they fall within particular categories.
If your customer is running a campaign that does fall within one of the three categories upended by recent Facebook policy changes, it’s best to launch your campaign with a Special Ads Category applied prior to publishing. This will save you time and a headache resolving errors during the length of your campaign.
Latest Posts
Street Fight Daily: Groupon Puts Itself on the Market, Google Demoting All Slow Sites
The latest in local and hot takes on tech & marketing… Groupon Reportedly Puts Itself on the Market… Google Speed Update Is Now Being Released to All Users… Some of London’s Top Retailers Call for a Sales Tax on ‘Largely Online’ Rivals…
SMB Index Declines Slightly Over the Course of a Volatile June
June was a volatile month in the public markets, which saw the SurePath SMB Index give back 1.1%, after climbing 7.9% in May. Web.com led last month’s winners, leading the index with 31.5% growth in market cap following news of an acquisition offer.
In Case You Missed It: Facebook Axed a Post on This Founding U.S. Document Last Week
The anniversary of its home country’s birth was not without incident for Facebook, which attracted attention for automatically striking down a post, flagged as hate speech, containing the words of the Declaration of Independence.
Google Faces Heat After Automated Threat to Shut Down a Cloud Client’s Project
This week’s tech giant in hot water? Google, whose abuse-prevention system apparently shut down and threatened to delete a Cloud client’s project in three days due to perceived misdoing on the client’s part.
Some of London’s Top Retailers Call for a Sales Tax on ‘Largely Online’ Rivals
Under the banner of The New West End Company, the several-hundred-strong collective of some of the U.K. capital’s top retailers is lobbying for a 1% sales tax on primarily online retailers to parallel the property-linked taxes they already pay.
Openings and New Hires at Arrivalist, Lotame, Get Five Stars
Every two weeks, Street Fight rounds up some of the latest hires and new openings in the hyperlocal marketing, tech, and media industries. This week’s roundup includes hires and openings at Yelp, Hootsuite, and dataxu.
Raise Report: Cordial, b8ta, Cerebri AI Secure New Funding
Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Pared, Puppet, Trax, and Airwallex.
Street Fight Daily: Amazon Is On Pace to Forge a Triopoly; Cracks in Mobile Data Ecosystem
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Is On Pace to Forge a Triopoly, and Advertisers Should Be Scared… Mobile Marketers Struggle With Data Quality Management… Openings and New Hires at Arrivalist, Lotame, Get Five Stars…
Why Local Media Firms Are Banking Big on Marketing Services to Grow Revenue
In an under-the-radar move to grow their revenue substantially, local media companies are putting major resources into developing a broad suite of digital marketing services (DMS). Media companies make this pivot as B2Cs rethink their own marketing goals, aiming not just to reach potential consumers but to convert them into paying customers, closing the path to purchase.
Street Culture: Ibotta’s Growth Teaches CEO to Make Cultural Expectations Explicit
“Younger employees are increasingly looking for mission-driven approaches in their work,” says Bryan Leach, founder and CEO of Ibotta. “They want to go someplace where they will get better and have someone to help them become the best version of themselves.”
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