News and Analysis

Raise Report: Dynamic Yield, Optoro, Gusto Score New Funding

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Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s report also includes funding for Spark Neuro, StreetLight Data, Shedul, and Teamleader.

Street Fight Daily: Investors to Buy Dun & Bradstreet, Yelp Soars on Ad Biz Growth

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TODAY IN LOCAL & DIGITAL MARKETING… Investors to Buy Dun & Bradstreet in Multi-Billion Dollar Deal… Yelp Shares Surge on Ad Biz Growth… Hires and New Openings at Dream Local, Adsquare, PubMatic…

Indi Tackles Inauthenticity in Influencer Marketing Space

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Consumers have grown weary of synchronized sponsored content flooding their Instagram feeds, and brands are being inundated by requests for freebies from self-proclaimed social media stars. That evolution in the influencer marketing space has created an opening that Indi CEO and founder Neel Grover believes his new platform can fill.

Commentary

Local’s Sleeping Giants; A Tale of Two Keynotes

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We’re at the height of keynote season, and in the past month Apple, Amazon and Google, have all carted out their wares. Local was understated at each, but below the surface were huge implications…

Is the U.K. Moving Ahead of the U.S. in Location Targeting?

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If the American Revolution were fought based on technological powerhouses alone, we’d win in a heartbeat. Yet some advertisers in the U.K. are pulling off the sorts of campaigns that we only dream of here. It’s easy to chalk that up to the comparatively small size of the market, but that’s selling ourselves short. There’s no good reason that we can’t roll out the same location-based ad tech that has proven so successful in the U.K…

How Retailers Can Bridge the Gap With Beacons

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Using beacons, content can be delivered to a consumers’ mobile device that augments the shopping experience and bolsters the relevancy of the merchant’s real-time communications based on the consumer’s location and real-time behavior. As a result, the messaging can be perceived by the consumer less as “marketing” and more as “helpful.”

Latest Posts

Street Fight Daily: Shakeout in Ad Tech, Trulia Partners With Uber

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Burst of M&A in Online Advertising as Shakeout Begins (Wall Street Journal)… Trulia + Uber = Solution to Problem You Didn’t Know You Had (Boston)… How Shazam Is Going From Music To Retailers With Augmented Reality And Wearable Integration (The Next Web)…

Could the Mobile Ad Industry Spin off a Data Business?

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The data collected by mobile companies is often far more comprehensive than their online counterparts, offering insights into the complexities of consumer behavior between places — not just websites. The question facing mobile advertising executives is whether that data might actually become a business in its own right.

Mobile Media Summit Takes on Apps and Ads in San Francisco

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Mobile Media Summit, the largest mobile media and advertising conference in North America and Europe, kicks off 2015 with its third annual event in San Francisco on January 26th at The Westin St. Francis. This year’s theme is “Apps and Ads” where top brands and agencies discuss how they are using apps in the marketing mix…

Solving the Dirty Data Problem in Location-Based Advertising

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Our work with leading ad tech companies has shown that 80% of the location data appended to ad inventories is inaccurate. The inaccuracies come from antiquated IP positioning providers who trace ad requests through the Internet to find the hub access point and assign the hub’s latitude and longitude to the IP addresses…

Street Fight Daily: FTC Clears Yelp, Meredith’s Mobile Play

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyYelp Says FTC Has Dropped Inquiry Into Its Reviews (Fortune)…Go Local Or Go Home: Meredith Corporation Gets Serious About Location (AdExchanger)… Grubhub CEO Gives Himself A Performance Review, After A Whirlwind Year (Fortune)…

How Ordering Liquor Online Could Open Up the Local Marketing Industry

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The adoption of Internet-connected commerce systems, from consumer-facing networks such as Drizly to modern point-of-sale networks such as Square, is a key element in the shift of local marketing dollars to digital…

Significantly Insignificant: The ‘Absurd Precision’ of Location Marketing

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The industry has evolved from targeting zip codes, to neighborhoods, to 100-meter tiles, and now we see claims of targeting within four feet of a mobile user. Ever-increasing degrees of precision are appealing to marketers — but mobile campaign managers should further explore the realities (and complexities) of location data…

Street Fight Daily: Apple Watch’s Hyperlocal Ads, GM Eyes Local Search

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyApple Watch Will Deliver ‘Hyper-Local’ Ads On Your Wrist (Business Insider)… GM Turning Its Cars Into Rolling (Local) Search Engines (Search Engine Land)… Secret Wants To Be The Stream Of Consciousness For Live Events, Starting With CES (TechCrunch)…

Finding the ROI in Retail In-Store Analytics

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Interior analytics is still an emerging discipline, and defining the hard ROI of specific solutions can be tough. Here are a few ways that retailers can use in-store data to understand their customers and better facilitate the shopping experience…

5 All-In-One Automation Platforms for SMBs

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Marketing automation platforms have long been considered a driving force behind the success of large companies. Now, hyperlocal vendors have set their sights on the SMB market — developing customized marketing automation tools for merchants…