News and Analysis
DoubleVerify Acquires Meetrics to Fuel Global Expansion
The move comes amid a flurry of adtech mergers, acquisitions, and IPOs. Even as new privacy laws and rules threaten the targeting and measurement that drives the industry, investor interest in adtech is at an all-time high. Of course, consolidation will also help the remaining players weather the coming data drought.
Expert Roundup: The Cutting Edge of Contextual Advertising
Contextual advertising does not simply mean showing Macy’s ads to someone reading about fall apparel. In this roundup, leaders in contextual marketing provide insight on the cutting edge of the discipline.
Innovation Brief: Tesla, Instagram & Facebook
On a semi-weekly basis, Street Fight’s Innovation Brief series aggregates and analyzes happenings from across the technology and media spheres. This week, we look at Tesla Bot, Instagram’s latest UX changes, and Facebook video calling.
Commentary
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.
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.
Latest Posts
DNAinfo and Gothamist Shuttered Suddenly by Ricketts Following Vote to Unionize
The delete button has hit two well-known and established local news sites. The twin closures came a week after the staff at DNAinfo New York voted to be unionized under Writers Guild of America East.
GateHouse’s UpCurve Acquires Closely to Complement ThriveHive
Closely will be integrated into ThriveHive’s digital solutions, deepening UpCurve’s ability to aggregate and analyze SMB data. The buy enhances ThriveHive’s data-driven product suite by marrying its guided marketing platform with social media management software.
Borrell Sizes Up What’s Behind Local Ad Media Choices
We know from the numbers that local advertisers are increasingly choosing social media to place their messages. But they’re also turning out to be cautious businesspeople who like to maintain a balance in their placements among multiple media, according to a new study from Borrell Associates.
Street Fight Daily: Facebook Rides Mobile to Riches, Amazon Picks an Agency
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Registers Soaring Ad Revenue, Buttressed by Mobile… Amazon Consolidates Billion-Dollar Media-Buying Business with IPG Mediabrands… For First Time, More Holiday Shoppers Will Use Mobile Than Desktop…
Web.com Acquires Acquisio, Adding to Its Suite of Small Business Products
Web.com announced today that it is acquiring the assets of Montreal-based Acquisio and adding them to its growing stable of small business digital products. Acquisio brings to the table a data science tools platform that increasingly focuses on artificial intelligence and automation.
Using Mobile Location Data to Target World Series Fans
Major advertisers paid upwards of $500,000 for each 30-second TV spot during the World Series this year, but using real-time mobile location data, savvy brand marketers could have reached targeted groups of consumers for much less.
Location Analytics Tracks Human Movement Before Hurricane Irma
In the wake of an unusually active Atlantic hurricane season, Placed looked at offline consumer behaviors in the days leading up to Hurricane Irma, which slammed into Florida in September. The results paint a picture of predictability around unpredictable situations.
Street Fight Daily: Microsoft Releases Tool for SMBs, Google’s Local Services Feature Rebrands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Microsoft 365 for SMBs Is Now Available… Google’s Contractor Marketplace Expands, Rebrands to ‘Local Services’ in Search… Loyalty Economics: More than the Value Customers Bring to Brands…
How to Visualize Cause and Effect in Local Brand Marketing
Mark Stouse, CEO and co-founder of Proof Analytics, says there are ways for chief marketing officers to gird themselves in case of market downturns by using data to support their value to the businesses they serve. This is especially critical, he says given the growing control over tech spending that CMOs now command.
Street Fight Daily: Location to Power Local Google Search, Square Turns to Large Businesses
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google to Use Location Data as Primary Factor for Local Search Results… Square Announces the Register, a $999 POS Device for Larger Businesses… Why Selling Higher-End Brands Gives Walmart a Fighting Chance Against Amazon…
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