News and Analysis
Report: Location Targeting Ecosystem Suffers from Inaccuracy
Location Sciences analyzed 500 million digital location-targeted impressions in the US and UK in the first half of 2019. It concluded that for every $100,000 spent on location targeting, $29,000 fuels targeting outside the desired geographic range, and $36,000 in targeting does not produce strong enough signals to ensure accuracy.
6 Automotive Data Services Platforms
In order for consumer-facing companies and outside technology firms to take complete advantage of the data that’s being generated by automakers, the data coming from today’s connected vehicles needs to be aggregated and normalized.
Automotive data services platforms are stepping in with technology designed to take connected vehicles to the next level. By ingesting and cleansing data from connected cars, these platforms are helping minimize the development work that’s needed to launch a wide variety of third-party apps and services.
Here are six companies that are innovating in the space.
Waymo Releases Data Set to Catalyze Autonomous Driving Research
Why should local search specialists care about autonomous vehicles? The same way mobile, with its natural on-the-go use cases, has become the hub of “near me” searches that lead consumers into local businesses, cars will become the next mobile device, catalyzing the next wave of “near me” queries. Self-driving cars are not tangential to the future of local; they are central to it.
Commentary
How New Location Data Tools Are Making Attribution a Reality
The future of retail and attribution is evolving quickly and allowing brands for the first time to have a better understanding of how effective their advertising is. While the search for in-store attribution is at the top of the every marketer’s wish list it’s important that all know the strengths and weaknesses of each methodology.
Research Roundup: Comparing Franchisees and Independent Professionals
Comparing some surveys focused at opposite ends of the local small business spectrum — franchise operators and self-employed professionals — it feels like, though the industry is selling these groups the same marketing and commerce technology and services, the two segments are more different than similar.
Latest Posts
Street Fight Daily: IAB’s Annual Digital Report, Publishers Threatened by the Rise of Platforms
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Digital Advertising Revenue Jumped 20% in 2015 (Adweek)… Most Smartphone Owners Use Location-Based Services (eMarketer)… Google’s Parent Alphabet Misses Profit Expectations As Moonshot Spend Soars (The Guardian)…
Street Fight Daily: Google Officially Charged by EU, Facebook’s TV-Like Ad Buying
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… EU Files Formal Charges Against Google Over Android Conduct (Wall Street Journal)… Ad Buying on Facebook Just Got More TV-Like (AdAge)… Ad Tech Is Broken. Here’s How Newsrooms Can Help Fix It (Poynter)…
Street Fight Daily: Airbnb Makes Local Push, Google Dominates Mobile Paid Search
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Airbnb Wants Travelers to ‘Live Like a Local’ With Its App (New York Times)… Google Drove 95% of U.S. Smartphone Paid Search Clicks in Q1 (Search Engine Land)… Porch Partners with Wayfair to Take On Amazon (Seattle Times)…
Street Fight Daily: YP Plans Yahoo Bid, eBay’s Craigslist Competitor Has 7M Downloads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… YP Plans First-Round Bid for Yahoo (Bloomberg) YP, the digital advertising business of what was formerly Yellowpages.com, plans to submit a first-round bid Monday to merge with Yahoo. YP is working with Goldman Sachs to investigate a variety of strategic alternatives, which could […]
Case Study: Washington Retailer Drives Sales with Localized Campaigns
“Our goal is to concentrate on how we can engage better through mobile and video — quality content that people want to engage with is the measuring stick,” says Jordan Roorda. “It’s a complete change with how ‘success’ is measured, it’s like giving a thoughtful present, not a gift card.”
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