News and Analysis
BPA Worldwide and Bombora Supply Publishers With Tools To Compete with the Duopoly
If publishers are to compete with Google and Facebook for advertising dollars, they need to offer hyper-valuable media inventory that provides cutting-edge insights on the audiences exposed to sold ads. Enter secure media exchange BPA Worldwide and provider of B2B intent data Bombora, which are announcing a partnership today to offer those resources to publishers.
This Fast-Growing E-Commerce Management Platform Has the Attention of Pepsi and P&G
Content Analytics, which fancies itself “the only end-to-end eCommerce management platform,” is growing at a rapid clip, and big brands are taking note. The company announced on Tuesday its eighth consecutive quarter of YOY growth exceeding 100%.
How JumpCrew Grew to a Team of 200 in Just About Two Years
The way that people are going about acquiring new customers has really kind of been the same for the last 15–20 years,” CEO Robert Henderson said. He hopes that JumpCrew’s services will change that. “We’re putting together those solutions in packages and processes that are really easy for businesses to understand,” he said.
Commentary
Do Small Businesses Really Need a Website?
The website is the richest online repository of compelling information about a business, but it probably isn’t its primary means of attracting customers. Rather, customers who find you via Google Maps or Facebook may need to refer to your website in the event a third party search doesn’t provide enough information to make a buying decision. The website serves as a last stage effort to win business that hasn’t already been secured via local search…
Focus Turns to Attribution in Mobile Local Ad Tech
The promise of mobile local advertising continues to invoke the “closed loop” idea. The device’s portability and location awareness means that it goes to the store with you – enabling all new ad performance tracking opportunities. Nothing terribly new there. But it seems like the tech and media worlds are finally acknowledging that 93% U.S. retail spending happens offline. And an increasing share of that — to the tune of about $1.5 trillion — is influenced online and on mobile. So connecting those dots is the name of the game…
Why Attribution Is the ‘New Black’ in Local Marketing
Advertising performance measurement has never been a simple process, but cross-platform consumer media usage, mobile, and advanced targeting technologies have made the process of linking ad engagement to a consumer purchase action even more challenging. The next generation of proper attribution has become essential for the ad tech industry and marketers looking to make ROI-driven advertising decisions…
Latest Posts
Conference Notebook: Location Is an Obvious Asset for Trulia
At the Mobile Marketing Association’s 2014 SM2 Conference Wednesday, marketers from some of the nation’s largest brands talked about the evolving role of location in their marketing mix and the challenges in balancing an appetite for new technologies with the needs of an existing brand…
Street Fight Daily: Gannett Buys Rest of Cars.com, Angie’s List Struggles
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… Gannett Buys the Rest of Cars.com for $1.8 Billion (Businessweek)… Why Angie’s List Is In Trouble (Time)… PayPal Taps an Outsider to Push It Into a New Era (New York Times)…
After Spinoff, ReachLocal Founders Relaunch ClubLocal as Serviz
Late last year, ReachLocal founders Michael Kline and Zorik Gordon parted ways with the company and spun off a still-nascent local commerce project, ClubLocal, that both helped develop. Today, the long-time executives have relaunched the project as Serviz, an application that builds on many of the services core functionality….
Conference Notebook: Toyota Motors Turns to Location Targeting on Mobile
It’s Advertising Week in New York, and that means the marketers from around the world come together to talk shop, make deals, and blow off some steam. At the Mobile Marketing Association’s 2014 SM2 Conference Tuesday, marketers from some of the nation’s largest brands talked about the evolving role of location in their marketing mix…
Street Fight Daily: News Corp Buys Move.com, Angie’s List Mulls Sale
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Rupert Murdoch Wants to Sell You Your Next Home (Time)… A Report Says Angie’s List Might Sell Itself And Now Its Stock Is Surging (Business Insider)… The Real Reason PayPal Isn’t an Apple Pay Preferred Partner (BankInnovation)…
SMBs Now Spend More Than 1/4 of Marketing Budgets on Digital Media
A new report released by Borrell Associates paints a rosy picture for the immediate future of local marketing — as long as the industry can overcome a few barriers. The report, which drew from a survey of over 2,000 small businesses, found that they now spend more than a quarter of their budgets on digital media with robust growth in the social media and mobile advertising sectors…
At GoDaddy, CEO Blake Irving Searches for a New Domain
Irving has an ambitious plan to turn GoDaddy into a much larger, and more profitable, company. The strategy begins with the company’s 12 million domain customers and ends with a constellation of concentric services intended to serve an increasingly entrepreneurial, and distributed, global economy…
How Y Combinator Grad Estimote Plans to Turn Beacons Into a Big Business
When Estimote graduated from Y Combinator in July of 2013, the startup was riding one of the hottest trends in tech: beacons. By the end of the year, the company had raised $3.1 million to turn its fist-sized adhesive proximity beacons into an “operating system for the physical world.”
Street Fight Daily: eBay Spins Off PayPal, Waze Crowdsources Places
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology]… EBay to Spin Off PayPal With New CEOs for Two Publicly Traded Companies (Recode)… With Places (and Your Help), Waze Mapping Gets Smarter On Android And iOS (GigaOm)… Yelp and Tripadvisor Launch Joint Campaign Against Google (Financial Times)…
Millennial SVP: A ‘Broad Evolution’ Beyond Geo-Fencing Coming in Mobile
Street Fight recently caught up with Matt Tengler, SVP of product at Millennial Media, to talk about the way in which location figured into the company’s strategy, the impact location data could have on the broader digital advertising marketplace, and whether small business matters (yet) in mobile advertising.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature