News and Analysis
Putting Context Over Coordinates with New Location Encoding Standard
Context over coordinates. That’s the premise behind a new standard universal location ID called Placekey, which launches publicly today.
By offering a standard for identifying any physical place, the team behind Placekey is betting that advertisers and other data scientists will have an easier time joining disparate datasets and unlocking deeper insights. The platform was developed by SafeGraph, and it’s already been endorsed by heavy-hitters such as Esri, CARTO, Billups, Skyhook, and Nielsen.
How Marketers Should Prepare for an Abnormal Holiday Season
Marketers overuse the word “unique,” but the adjective actually applies to this year’s holiday season. Consumer-facing brands and retailers have not faced such an adverse economic environment for more than a decade, and they have never grappled with a Q4 in which driving customers to their stores came with daily, life-or-death stakes.
I spoke to Michele Marzan, chief strategy officer at MainAd, about these holidays’ unprecedented challenges and unexpected opportunities.
GroundTruth Uses Location Data to Reach ‘Pick-Up Loyalists’
GroundTruth has mapped more than 2,900 Walmart Online Grocery Pick-Up zones within Walmart parking lots, which means brands using GroundTruth’s technology can now build accurate custom audience segments comprised of these specific shoppers.
Expanding on that concept, brands should be able to send different mobile marketing pitches to consumers who are picking up groceries via Walmart+’s curbside program and consumers who are getting out of their cars and shopping in-store. GroundTruth’s technology turns location data on Walmart+ shoppers into useful consumer insights for brands.
Commentary
Local News Publishers Still Mired in Ad Fraud, New Pixalate Data Shows
According to new research from Pixalate, a cross-channel fraud intelligence company that works with brands and platforms to prevent ad fraud and improve ad inventory quality, about a quarter of all smartphone app video and smartphone app display activity is “invalid traffic” (the technical term for what is largely fraud).
Will Apple Help Assemble the ‘Internet of Places’?
The AR cloud is the missing piece in the vision we all have for how AR should work. It’s the spatial map of the world that will let AR devices understand their surroundings. Taking this into account, the news that Apple is collecting its own data for Apple Maps may have implications for AR.
Latest Posts
Are We on the Brink of a Retail Revolution?
Revolutions often happen over short periods of time and leave death and carnage in their wake. What we are experiencing today in retail is more of an evolution — a sort of “survival of the fittest” as both local and big brand retailers either embrace shifting consumer shopping patterns or face extinction.
Street Fight Daily: Yext Set to Raise $115.5M in Today’s IPO, Snap Offers Brick-and-Mortar Attribution
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yext is Set to Raise $115.5 Million in IPO After Final Pricing… Snap Advertisers Can Now See if Their Ads Increase Foot Traffic… Will it Blend? Oath Will Combine Disparate AOL-Yahoo Ad Tech Assets…
Disney’s Deep Dive on Personality Research, and Its Potential Implications for Brand Marketers
A division of The Walt Disney Company has been working on a method to better target marketing by learning more about consumers’ personalities. Research scientist Maarten Bos spoke to us about how consumer personality can be understood and how the information can be used to tailor ads more precisely.
Street Fight Daily: Walmart Leverages Brick-and-Mortar to Win Online, Local Search Ranking Factors Rundown
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Walmart to Discount Some Online Orders When Picked Up At the Store… Just Released: 2017 Local Searching Ranking Factors Survey Results… Uber’s Head of Communications, Rachel Whetstone, is Leaving…
Street Fight Daily: Weather Channel Partners with Lyft, Alphabet Seeks Public Legal Fight with Uber
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… The Weather Channel Lets You Request a Lyft When Bad Weather Strikes… Alphabet Wants Its Lawsuit Against Uber to Play Out Publicly… Twitter is Expanding Its Video Measurement Partnerships to Help Marketers Gauge Ad Performance
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Streets Ahead: Google Chat, and Instagram Reels