News and Analysis
Roundtable: How Google’s Third-Party Cookie Announcement Will Disrupt Search, Ad Tech
Google indicated it is making the change to boost user privacy on the Web, and the company believes digital advertising can survive on the back of evolving, more privacy-aware data sources. Chief among those sources, at least in the case of Chrome, will be Google’s privacy sandbox, which will offer advertisers and ad tech companies personalization opportunities based on browser data without granting them direct access to user-level information.
To size up the impact of Google’s announcement on ad tech and hyperlocal marketing, we turned to a slate of industry professionals for their takes on the move.
What Consumers Believe About Ads: Effectiveness, Creepiness, Transparency
The good news for advertisers is that members of Gen-Z, while finding ads just about as threatening to privacy as respondents of every other age group, appear to see their benefits, too. Forty-six percent of Gen-Zers said personalization can be beneficial, compared to 30-36 percent of older age groups. About three quarters of respondents in all age ranges said personalizations imperils privacy.
Gimbal App Gives Consumers More Choice, Privacy Controls
While the digital marketing industry waits for full enforcement of California’s Consumer Privacy Act (CCPA) to go into effect later this year, the mobile advertising, location solutions, and data company Gimbal is actively working to position itself as a leader in the consumer privacy space. The company recently launched a mobile app called LocationChoices, which gives consumers more control over how their data is used. Gimbal is also building a coalition with other industry players that would give participating vendors a way to systematically honor the requests of individual consumer opt-outs.
Commentary
What Will Amazon Do With Whole Foods?
Whole Foods will represent a brand-new challenge to the company that has come to define online commerce. How can shopping in a physical store be disrupted and transformed by the same kind of thinking that created the world’s biggest virtual marketplace?
Why Location Visit Data Is Going to Be Huge for Brands
If you are not already thinking about how visits data fits into your location strategy, or you’ve yet to bring the people in-house to support that strategy (think: data scientists), now is the time. this is going to be the biggest, most critical shift in the young history of location data markets.
New Street Fight Report: Selling to Local Merchants
Street Fight’s latest report on local merchants is a companion piece to our annual survey of local small and medium-sized businesses, that focuses on vendor strategies for selling local marketing services and up-selling add-ons or suites of offerings.
Latest Posts
Is Google Shrinking the Local Pack?
The reduction of local search real estate represents a huge challenge to marketers, who must work even harder to ensure their clients’ listings can compete in a shrinking field. It also suggests that a strategy combining organic and paid efforts is becoming ever more important.
10 Reasons That On-Demand Services Fail
Hundreds of startups have flooded the market with “Uber for X” models in the past few years, but the landscape in 2016 is filled with just as many failures as successes. We asked some of those that have found success to map out the potential pitfalls that they and other have encountered along the way.
Street Fight Daily: Amazon Boosts Alexa Ordering, What Businesses Need to Know About Chatbots
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Shipping Could Be the Next Billion-Dollar Opportunity for E-Commerce Retailers… Survey Says Most Businesses Already Use the Internet of Things… Startups Should Be Watching as the Supreme Court Decides Samsung versus Apple…
Openings and New Hires at Adelphic, ClickBank, Web.com
Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Serviz, CBS Interactive.
Raise Report: Fresh Funding for Verve, Thrive Market, InVision
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes new rounds for Condeco, Lystable, Narvar, and Farm Hill.
LBMA Podcast: Facebook, Factual, Uber and Adtile
Welcome to This Week in Location Based Marketing, a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Adelaide Zoo, MCX, Nesa Solutions, Tywst, Posterscope + Lamar, Verve, Broadsign + TINT, Digerati Magazine.
Street Fight Daily: 80% of News Site Traffic from Facebook/Google, Walmart Expands 2-Day Shipping
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Revamps Alexa Skills to Stay On Top of Smart Home Market… Online News Sites Get 80% of Traffic from Facebook and Google… How Uber and Lyft Have Changed the Game for All Travel Brands…
As Gannett Acquires ReachLocal, Some Lessons From Its U.K. Exit
As news filtered out earlier this week that media giant Gannett had bought ReachLocal for $156 million, it capped off several years of speculation in the local marketing industry about where the public company would end up. As a former ReachLocal employee (2010-2014) now living in Norway, I’ve watched the company as it has faced steep challenges […]
Two Views of Community News — From 30,000 Feet and at Ground Level
There are plenty of bad prognostications about the future of the community news business out there. But if you look at what is actually happening company by company, site by site, the view is not universally grim. There are a number of players making serious progress in digital revenue.
Street Fight Daily: Facebook Demotes Publishers on News Feed, Yelp Launches ‘Knowledge’ Platform
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook to Change News Feed to Focus on Friends and Family, Not Publishers… Yelp Announces Expanding ‘Knowledge’ Social Analytics Platform… Google Launches Two New APIs to Improve App Intelligence and Context…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem