News and Analysis
Freckle, AdSquare Team Up on Privacy-Compliant Geo-Contextual Advertising
For years, geo-contextual advertising focused on targeting consumers for specific products or services at specific locations. The strategy has delivered impressive results for many brands and agencies. But with privacy restrictions on the rise, the time has come to start reimagining geo-contextual advertising in a way that brings brands together with on-the-go consumers in a privacy-safe way.
While many vendors are looking at how to expand into privacy-safe geo-targeting, Freckle and AdSquare are getting out ahead of the pack. Just this morning, Freckle and AdSquare announced a collaborative effort to improve geo-targeting capabilities for brands and agencies across North America. Through the collaboration, Freckle will layer its privacy-safe visitation data into AdSquare’s platform.
The Risk of Emphasizing Data Quantity Over Quality
The privacy movement heralded by January’s implementation of the California Consumer Privacy Act has shone a spotlight on the ethical issues surrounding data collection. But digital marketing insiders know that ethics is not the only issue plaguing data-driven business.
Ensuring the quality and accuracy of data is a major challenge for marketers, data brokers, and consumers. Drew Kutcharian, CTO and co-founder of audience platform DISQO, checked in with Street Fight to provide his vision of the data quality-quantity balance and how privacy legislation will affect it going forward.
Review Generation and Management Platforms for Healthcare
In healthcare marketing, it all comes down to the patients. Adding patient reviews to a healthcare organization’s website can improve its ranking in the Google algorithm, particularly when those reviews are filled with relevant keywords. Just as importantly, though, patient reviews have a positive impact on the way other people view medical websites. Practice websites with user-generated content, including reviews, score higher in reliability, expertise, and professionalism.
Here are six examples of review generation and management platforms aimed squarely at healthcare organizations.
Commentary
How Publishers Can Survive Facebook Churn: Top Expert Weighs In — Part II
“The smaller scale might be an advantage when it comes to trust,” Grzegorz Piechota told Tom Grubisich. “Local publishers can offer services Facebook will never be able to provide at a global scale such as checking all the facts, verifying all the ads, or providing a 100% guarantee of brand-safe context.”
Latest Posts
How Should SMBs Track ROI From Local Search?
It’s likely that many local merchants misunderstand the importance of using tracking metrics to inform their marketing practices, or they feel overwhelmed at the thought of adding yet another task to their overcrowded plates. To find out how these business owners could be doing a better job of tracking local search metrics, we asked top experts in the field.
Street Fight Daily: Keeping Up With Mobile Shoppers, Google’s Mobile-First Index
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook, In Cross Hairs After Election, Is Said to Question Its Influence… FAQ: All About Google’s Mobile-First Index… How Walgreens’ App Update Will Leverage Beacons to Improve the In-Store Experience…
LBMA Podcast: Instagram, Netflix, LiveNation & LetGo App
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: GM + IBM & Mastercard, AliPay coming to U.S., Staples Easy Button, Shell + NavAds, Lyft and JetBlue, Google pilots with Myer, and Custom Curated Experiences.
Street Fight Daily: Facebook Buys CrowdTangle, PlaceIQ Teams with Nielsen Catalina
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Buys CrowdTangle, a Social Analytics Tool for Publishers… PlaceIQ Teams with Nielsen Catalina Solutions on Detailing the CPG Purchase Path… Google’s Tiny Radars Tweaked to Identify Everyday Objects in a Home…
Imagining a Local Search Pathway for Snapchat
Snapchat may be considered by many to be “the next Facebook,” but its approach to social media and interactions couldn’t be more different. From its emphasis on moments to the uneasiness the founders have with ad personalization, the company is certain to blaze a trail all its own the the local space.
Street Fight Daily: Yahoo Says Verizon May Ditch Deal, Branded Content on Mobile Sees Success
roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yahoo Raises Possibility Verizon May Back Out… Click-Through-Rates for Branded Content on Mobile Double That on Desktop… LinkedIn Makes It Easier for Businesses to Send Sponsored Direct Messages….
Mobile 1.0 Had Its Own Uber: Recalling the Birth of the Future
Somewhere in the nascent days of flip-phones, when I headed up AOL’s mobile products division, we came across a little company with an ambitious goal: let people hail a cab or black car virtually using their cellphones. The company, Qsent, had been working on a mobile-phone version of a service called iQtaxi.
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