News and Analysis
Do Targeted Digital Ads and Privacy Mix?
Concerns about privacy are pervasive in predictions about digital advertising in 2021. The demise of third-party cookies, the passage of a more stringent California state privacy law, and the specter of future legislation in other states or at the national level are driving the topic’s popularity.
I checked in with Philip Smolin, Chief Strategy Officer at ad platform Amobee, to get his take on if and how advertisers can adapt to rising privacy standards while maintaining sustainable business models.
Why More Brands Are Asking for Local Search Data
Google search ad traffic has dropped across all devices, with mobile taking the biggest hit. Mobile traffic has been down an average of 24% since the pandemic began in February. Brands have been adjusting their digital strategies to account for the shift, including changing up their search ads with enhanced location targeting and more relevant keywords.
But achieving that high level of optimization requires a type of local search data that isn’t easily accessible through Google alone. That’s created a hole in the marketplace that the intelligence platform Adthena is looking to fill.
Commentary
Latest Local Marketing Merger Aims for Scale in Critical Listings Management Sector
Uberall’s acquisition of Navads highlights the importance of listings management and its integration with reputation management. Street Fight’s latest survey of multi-location brands shows a correlation between use of both these types of services and the overall effectiveness of local marketing.
How Reddit and Local Media Consortium Upvoted Each Other and Became Partners
But Reddit and the LMC each has something that the other wants. Reddit would like to tap into the LMC’s huge pool of 470 million unique visitors and turn many of them into subscribers. LMC publishers wants to learn from Reddit how to make their readers more engaged. Now, old media and new media are teaming up.
Latest Posts
Street Fight Daily: D.C. Taxis to Replace Meters with Square, Instagram May Allow Search by Location
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Square Will Replace Meters in D.C. Taxis, Potentially Fueling Data Collection and Local Commerce… Instagram May Allow Users to Search Publicly Shared Stories by Location… Web-Retail Startups Turn to Bricks and Mortar for Growth…
Why TGI Fridays Is Thinking About Marketing Like a Startup
While marketers always try to understand trending topics among customers, for a national restaurant chain it also means finding ways to listen and react quickly at the local level. Sherif Mityas, who will speak at Street Fight Summit, says his company is working to connect more personally with the chain’s customers.
Charting Google’s Shifting Priorities in the New Local Search Survey
For many years, Physical Address in City of Search was the most important ranking factor, but it has now been overtaken by Proximity of Address to the Point of Search (Searcher-Business Distance). As such, the canonical local search use case has become a mobile user searching for a business nearby his or her current location.
Street Fight Daily: Facebook Suffers Data Collection Setback Abroad, Pitfalls of Location Tech for Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Gets Slap on the Wrist from 2 European Privacy Regulators… Brands: Prioritizing Location-Based KPIs Can Have Its Drawbacks… Uber Won’t Be Forced to Stop Developing Self-Driving Cars During Its Lawsuit with Alphabet…
The Current State of Google Maps — Fake News, Fake Reviews
“It’s incredible to me that given all of Google’s focus on new local products that they are still getting some of the basics wrong,” Mike Blumenthal tells David Mihm. “People who rely on Google more and more to find local businesses need to know that the fundamental metric of the business quality, reviews, is fair and well policed.”
Friends Don’t Let Friends Dial Drunk — There’s a ‘Mode’ for That
Drunk Mode is an app that helps users navigate their inebriation — and avoid making embarrassing calls at 2 am. (I’m looking at you every 22-year-old.) CEO Josh Anton, who will be speaking at Street Fight Summit, developed his suite of location-based apps after getting one of those late-night phone calls from a friend.
Street Culture: Balancing Structure and Exploration in Company Culture
Environment, talent, and process all encourage the growth of innovation, according to IT research firm CEB, which was recently acquired by Gartner. But there’s a balancing act that must take place between structure and exploration — especially for smaller companies on a fast upward growth curve.
Street Fight Daily: Waymo’s Suit Against Uber Goes to Trial, Gen Z’s Tech Prowess Disrupts Branding
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Waymo’s Lawsuit Against Uber is Going to Trial, Judge Rules… New Study Reveals How the Tech-Centric Expectations of Brand Z ‘Are Reshaping Brand Experiences’… Vice Balances Brand Safety with Editorial Autonomy…
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