News and Analysis
Contextual Advertising Is Not Replacing Behavioral Ads. It’s Enhancing Them
Advanced Contextual does not see contextual ads as at odds with behavioral. Rather, the company wants to add a layer of contextual intelligence to the open exchange, guiding all advertising going forward.
The Great Re-Opening Calls for a Great Re-Think of Your Media Mix
Brands can re-plan their media mix and use intelligent out-of-home to deliver on the same goals that they used CTV, and frankly all digital for: brand awareness, engagement, and response. Here are some tips for marketers rethinking their media plans amid the return to the great outdoors.
Killi Rebrands as Reklaim to Increase Data Transparency for Consumers
Three years after its debut, the consumer data startup Killi is relaunching under a new name — Reklaim. The name reflects the company’s mission to help consumers reclaim control of their data, and it comes at a time of rapidly expanding demand for privacy-compliant data.
Commentary
AI Is No Magic Bullet for Policing Hateful Content
The task Facebook must take up as it attempts to police hateful content is one inseparable from political values, human judgment, and the interpretation of statements that need to be parsed by well-trained eyes and bright minds with a stomach for horror to boot. While machines will play an indispensable role in content moderation on a platform of Facebook’s scale, they will be far from sufficient. That’s because monitoring hate speech touches on nothing less than some of humanistic inquiry’s age-old questions: the debatable violence, status of truth, and foundations of meaning in language.
The Role of Location in Attribution
Let’s face it—we are a long way from being able to show that digital campaigns, and most other advertising formats, resulted in specific in-store sales. There are simply too many unconnected data silos to stitch together meaningful and statistically relevant results. The ad seen on TV can’t inform your phone or laptop that it’s also seen the ad, while the point-of-sale system or online checkout can’t notify those previous touch points to confirm the sale occurred. So if the scale of accurate location data prevents it from being a true stand-alone solution for proving attribution, what role will it play?
Lead Gen Spam: Bad for the Consumer, Bad for Business, and Bad for the Local Ecosystem
Blumenthal to Mihm, on lead gen spam: The real issue for me is that Google Maps is really like a public utility, and Google is not doing enough to protect the consumers of that product. There is significant harm in the deception of the consumer, the blocking out of legitimate businesses, and the possibility that the consumer public will lose trust in the whole, creaky house of cards.
Latest Posts
Google Local Service Ads: Ready for Primetime
“While I do think this is about a new revenue stream in new categories and cleaning up spammy industries the rebranding might just also be an effort (unusual for Google) brand clarity around their Google Home product,” Mike Blumenthal tells David Mihm in their bi-weekly column..
Deep Dive Into Facebook Finds Dim Revenue Hopes for News Sites
Grzegorz Piechota, a digital strategist for news media companies worldwide, talked with Street Fight recently about his research into Facebook for WAN-IFRA and what his findings may augur for publishers in their quest for more revenue from the platforms, especially at the local level.
Street Fight Daily: Facebook Sets Sights on Yelp and Foursquare, Uber Approves $10B SoftBank Deal
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Relaunches Events App as Facebook Local… Uber Approves SoftBank’s Multi-Billion Dollar Investment Offer… Spirited Media Fights Collapse of Local News…
Learning to Work on Your Startup Even While Executing on the Day-to-Day
“Some of the best companies you couldn’t define their market size on day one,” says Foundry Group’s Brad Feld. “Nobody has any idea what their market sizes are. Others a lot of times you think the market size is X and it’s either an order of magnitude bigger or smaller. “
LBMA Podcast: Honda France, American Eagle, UpCurve buys Closely
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Rob Woodbridge. On the show: Macallan, Locus Labs + Acuity Brands, Amazon & Fexy Media, Lufthansa, Brandify. Case Study from Shopkick.
Street Fight Daily: Inside Snap’s Messy IPO, SoftBank Deal Looms for Uber
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snap’s Rise and Fall: How a Big, Splashy IPO Kept Doubters Mum… Uber CEO Says the SoftBank Deal Hasn’t Happened Yet But Will… The Bumpy Road Ahead for AI in Sales, Customer Service…
Adxcel Rebrands as Artsai, Using AI to Consolidate the Marketing Stack
“We optimize the entire customer lifecycle journey,” says Artsai’s CRO Erik Lundberg. ” We may help someone acquire a new customer on Facebook, then reengage user on programmatic or RTB [real-time bidding], and then help drive the user to make a purchase inside the marketer’s mobile app or landing page.”
Why DNAinfo’s Shuttering Isn’t a Reflection on the Hyperlocal Digital Opportunity
The shuttering of these sites was a failure of a business, not a failure of opportunity. The opportunity is there. A multi-billion dollar opportunity. It just needs the right model and good execution to grasp it.
Looking at Location Signals, GroundTruth Looks at Ways to Predict Behavior
A recent study by the company focused on the foot traffic at mass merchandisers and grocery stores and airport traffic, and pointed to the NC city as the best choice for Amazon’s HQ2. “Being able to dig in to real world behaviors, it draws out real actionable recommendations,” says Sarah Ohle, VP of marketing insights.
Street Fight Daily: Facebook to Launch Campaign Optimization Tool, Inside eBay’s Renaissance
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Is Introducing a Campaign Budget Optimization Tool for Advertisers… Inside eBay’s Repositioning as a Modern E-Commerce Platform… Twitter Helps Out Small Businesses with Promote Mode Service…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem