News and Analysis
Street Fight Daily: Marketers Look for Data Beyond Duopoly, GDPR Spawns a Need for Innovation
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Concerns Grow Over Facebook, Google Duopoly as Marketers Prioritize Data Transparency… GDPR Panic May Spur Innovation in Data and AI… Native Mobile Video Ads 15 to 20 Seconds Long Show Highest Rates of Engagement…
Ericsson Emodo Launches Carrier-Verified Audience Solution
In a bid to address quality concerns currently looming over the mobile advertising industry, Ericsson Emodo is launching a product that uses carrier data at scale to pre-verify mobile audiences and inventory, and then makes those audience segments available through any major demand-side platform.
Commentary
Why Local Media Should Build Search Products to Take on the PurePlays
In order to appear competitive, most local media companies have formed digital divisions that offer services for local businesses that are available only through deals with pure-play companies like Google, Facebook and Yahoo, which guarantees that a certain portion of the business we generate will always end up in their hands. There simply has to be a better way…
5 Ways Brands Can Leverage Place-Based Mobile Targeting
The ability to target consumers based on location is no longer an emerging element of mobile technology — it is the standard on which all other strategies are based. The growing demand for this type of mobile advertising has brought on the development of new and effective location targeting strategies, the most popular being place-based mobile ad targeting. Want in? Here are five place-based mobile targeting strategies to try.
Looking Up: Local Data and the Real World
Google Glass may be overpriced or simply too odd for many consumers, but it still represents a manner of thinking about the interconnectedness of the internet and the world that is an inevitable outcome of current trends. With smartphones as our constant companions, we already spend a vast amount of our time looking down to look things up.
Latest Posts
Order Ahead, Confusion at Counter: Square’s New App, and the Problem of Leading From Behind
A clumsy experience with Square’s new app points to a deeper challenge facing the tech industry as it takes aim at the way we buy and sell goods in the real-world: technology companies, in all their glory, can only lead from behind. As companies like Square look to not only automate existing behaviors, but introduce new ones, the gatekeepers to the future of retail are on the main streets and in the malls across America.
Thinknear Launches Scoring Metric for Location-Based Targeting
Location-based advertising is more popular than ever, but the mobile ecosystem is littered with inaccurate data. That’s why Thinknear, the mobile advertising wing of Telenav, has unveiled Location Score Tags, a new free tool that measures the quality of the location data used in across a campaign.
951% ROI—YogaWorks Reaps Big Rewards with Perkville
YogaWorks was looking for a customer rewards program that would work well with its existing studio management software, MINDBODY Online. They wanted to reward member loyalty, incentivize behaviors that are beneficial to the company, and increase engagement with the brand. They wanted to see real ROI. Perkville delivered dramatic increases in retention, membership tenure, new members, social engagement, all the while narrowing platform costs and the cost of goods for rewards…
Street Fight Daily: Google Maps Eyes Yelp, Nextdoor Adds Business Lead
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Maps Added One Of Yelp’s Best Features (BusinessInsider)… Nextdoor Hires Disney’s Christa Quarles as Chief Business Officer (Recode)… Model Number for Apple’s Mystery iBeacon Device May Hint at Upgrade to Existing Hardware (AppleInsider)…
Why Yelp Is Steadily Becoming a Force in Local Data Aggregation
Unlike traditional aggregators like Infogroup, Acxiom, Neustar Localeze, and Factual, which provide basic listings for a very broad range of something like 20 million businesses in the U.S., Yelp is primarily focused on popular businesses — especially reviews of, and deals at, those businesses…
Street Fight Daily: Apple Building New iBeacon Device, Square Eyes Another Acquisition
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Apple is Building a New iBeacon-powered Device, FCC filing reveals (VentureBeat)… Curated Food Delivery Startup Caviar In Talks To Be Acquired By Square For $100 Million (TechCrunch)… Pew: Only 2 Alt-Weeklies Saw Circulation Gains in 2013 (Poynter)…
Designing a New Value Proposition for Consumer Location Data
In a paper published earlier this month, a group of researchers tried to put a price tag on the personally identifiable information that flows from our mobile devices. The results shine a light on the unique challenges facing companies interested in mining location data, and the divergent paths of two tech companies that have built businesses around that information…
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