News and Analysis

Peer39 Uses First-Party Audience Data to Power Contextual Ads

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Peer39 became one of the latest entrants in the contextual AI space just this morning, launching first-party contextual onboarding to turn advertiser intelligence into future-proof targeting categories. In practice, this means advertisers that can no longer track customers across the Web with cookies can use first-party information about them to serve them ads based on their interests.

Frictionless Payments Evolve Post-Pandemic

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From tethered to cordless, handheld to hands-free. As payment processing hardware continues to evolve, retailers are beginning to experiment with allowing customers to actually become their own point-of-sale systems.

Innovation Brief: AT&T, Cloudflare & Twitter

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M7 Innovations’ Matt Maher discusses AT&T’s new powerhouse, Cloudflare’s latest authentication solution, and Twitter subscriptions. 

Commentary

Superbowl Ad Roundup: The Local Edition

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Several Superbowl ads touched on key themes in local such as multi-location brand advertisers (Burger King) and locally relevant technology like voice search (Amazon Alexa). And of course, there were lots of car commercials—an inherently local product category given the offline shopping component. 

Why Ad Tech Needs to Shift Toward a Managed-Service Model

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Alexandra Theriault: The expense of in-housing and the programmatic talent shortage are long-term issues. Currently, in-housing runs contrary to the general trend of reliance on outsourcing and on-demand technologies (like SAAS) that allow businesses to focus on their core competencies instead of wasting resources on peripheral concerns. That’s why, although it might seem like the market is going to a self-service model, for many marketers it’s not the most practical or efficient option.

LBMA Vidcast: Urgent.ly Gets $21M, Adobe to Measure OOH

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On this week’s Location-Based Marketing Association podcast: Urgent.ly gets $21M, AisleLabs adds payments, Ahold Delhaize deploys 500 robots, TomTom sells telematics for $1B, Adobe to measure OOH, Walgreens tailors ads on coolers.

Latest Posts

Will Local News Providers Make Virtual Reality an Actual Strategy?

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Trying to predict how popular VR will become is difficult because the most accessible virtual experiences so far, like those achieved with Google Cardboard and the New York Times’ “360 videos,” reveal only a glimpse of VR’s potential.

How Brands Are Targeting Moms with Localized Campaigns

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Moms control the purse strings year-round, but their influence on the retail sector is especially strong during the fourth quarter, when back-to-school and holiday shopping give the industry a much-needed boost. Here are five examples of hyperlocal strategies that brands are using to target moms right now.

Street Fight Daily: Marketers See Opportunity in Amazon, Facebook Boosts Brand Safety

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As Amazon Opens Up Its Ad Business, Marketers See an Opportunity to Shake Up Search… Facebook Updates Ad, Content Guidelines to Woo Advertisers and Publishers… Why Bonobos Thought Selling to Walmart Was Better Than Going Public…

PlaceIQ Study Examines the State of Integrated Marketing

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A generational shift is impacting the way consumers interact with brands, downplaying the role that physical stores play in the traditional retail environment. According to Duncan McCall, CEO of location intelligence firm PlaceIQ, the changes that brands have seen thus far are just the tip of the iceberg.

food

Street Fight Daily: Digital Habits Disrupt Grocery, What New iPhones Mean for Brands

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Deloitte Study Shows 51% of Grocery Purchases Influenced by Digital, Urges Action… End of an Era: Amazon’s 1-Click Patent Expires, Opening Practice to Rivals… Google Relaxes Policy on Subscription Sites, Lending Publishers a Hand…

New iPhones May Open the Door for Brands to Experiment With AR

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The new iPhones are an opportunity for brands to reach potential customers in new ways, especially when merged with location, says Wendell Lansford, co-founder of Wyng, a digital campaign platform for agencies and brands.

Taking the Pulse of the Location Data Ecosystem

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Companies selling location and proximity data and services themselves concede that it’s a pretty small market, but that location data is an increasingly critical signal for a variety of marketing, operations, and product features well beyond mobile advertising.

Where Will VR Fit Into Local Advertising?

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How will advertising play out in (admittedly nascent) VR, especially in local? We’ll likely see the same early and ongoing misfires, such as banner ads. Or, as in video experiences, we’ll likely see a fair share of legacy formats — like pre-roll ads — ham-handedly shoehorned into VR.

Street Fight Daily: Facebook Guides Retailers on Mobile, US Ad Firms Prepare for Data Regulation

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… A New Facebook Feature Will Help Print Catalogs Translate to Mobile… GDPR Is Coming, and Many U.S. Ad Tech Firms Are Not Ready… Yelp Claims Google Broke Promise Made to Regulators…

The New ‘Location, Location, Location’ in Retail

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“The new consumer (and search) paradigm favors small-scale, hyper-focused boutiques close to population centers as opposed to horizontal big box retailers on suburban commercial strips,” David Mihm says to Mike Blumenthal in their bi-weekly conversation.