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
Why This Select List of Local News Providers Includes Only One Daily Newspaper
A year-long study of newsrooms in the U.S. and Europe by two Danish journalists has singled out 16 local providers in the U.S. who are meeting the researchers’ main criterion: structural changes “to forge closer ties and stronger relations to their communities and audiences”—with a special focus on journalism over commerce, technology, and business models.
Latest Posts
Example Blog Post #4
Curabitur congue dolor sed massa feugiat, sit amet tempor orci convallis. Donec lacus magna, semper eget nisl sed, posuere pellentesque tellus. Cras mauris tellus, ultricies quis hendrerit imperdiet, faucibus non nulla. Cras ex dolor, aliquet eget enim nec, luctus congue nisi. Fusce facilisis in erat vitae cursus.
Example Blog Post #3
Curabitur congue dolor sed massa feugiat, sit amet tempor orci convallis. Donec lacus magna, semper eget nisl sed, posuere pellentesque tellus. Cras mauris tellus, ultricies quis hendrerit imperdiet, faucibus non nulla. Cras ex dolor, aliquet eget enim nec, luctus congue nisi. Fusce facilisis in erat vitae cursus.
Example Blog Post #2
Curabitur congue dolor sed massa feugiat, sit amet tempor orci convallis. Donec lacus magna, semper eget nisl sed, posuere pellentesque tellus. Cras mauris tellus, ultricies quis hendrerit imperdiet, faucibus non nulla. Cras ex dolor, aliquet eget enim nec, luctus congue nisi. Fusce facilisis in erat vitae cursus.
Example Blog Post #1
Curabitur congue dolor sed massa feugiat, sit amet tempor orci convallis. Donec lacus magna, semper eget nisl sed, posuere pellentesque tellus. Cras mauris tellus, ultricies quis hendrerit imperdiet, faucibus non nulla. Cras ex dolor, aliquet eget enim nec, luctus congue nisi. Fusce facilisis in erat vitae cursus.
Street Fight Daily: Starbucks to Test Mobile Order-Only Store, Amazon and Walmart Wage Price War
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Starbucks to Test Mobile Order and Pay-Only Store at Headquarters… Amazon and Walmart Are in an All-Out Price War that Is Terrifying Big Brands… How The New York Times, The Huffington Post, and CNN Approach Platforms…
DoorDash Expands Jack in the Box Partnership, Continues Growth in Competitive Sector
Just four months after announcing that it would be launching a pilot program with Jack in the Box and delivering late-night orders to customers in San Francisco, DoorDash is expanding the partnership and will offer deliveries from more than 830 locations across 229 cities throughout the U.S.
With Metro D.C. Cool to Community News, One Publisher Pulls Back to Profitable Niches
Local News Now seemed to be on an expansion trajectory earlier in the decade with two sites in Northern Virginia and two in the District of Columbia. But today the company has just two — and while they’re both profitable, founder Scott Brodbeck isn’t thinking of launching more sites anytime soon.
Street Fight Daily: Pinterest Targets SMB Advertisers, Retale Offers Attribution Guarantee
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Pinterest Targets Small Business Advertisers in Push to Diversify Revenue… Retale Offers In-Store Foot Traffic Guarantee On In-App Inventory… Snapchat’s Pitch to Small Brands and Businesses: Self-Serve Sponsored Geofilters …
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Beyond Likes: Win Hearts with Emotional Marketing