News and Analysis
LiveRamp Advances Data Identity Resolution in a Safe Place
The company’s data store is only two years old, but it hosts more than 100,000 segments with content from 120 data providers. The term “identity resolution” refers to how LiveRamp matches user data points such as ages, genders, locations, incomes, marital statuses, and other information to get a detailed consumer picture.
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5 Location-Based Marketing Platforms for Brands Without Retail Stores
Figuring out where to purchase products from a brand that doesn’t have its own retail establishment can present a challenge for many consumers. Increasingly, major brands like Vicks and Nestlé are using location-based marketing platforms to help point potential buyers in the right direction. Here are five platforms offering brands a way to take advantage of such technology on their own terms…
Street Fight Daily: VeriFone Kills Square Competitor, FTC Probe Nears End
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… VeriFone Gives Up Competing Head-on with Square (GigaOm)… Deal Near on Google Antitrust Probe? (Politico)… With $8M In Seed Funding From Founders Fund, Goldman Sachs; Urban Compass Wants To Build A Hyper-Local, Human-Powered Database (TechCrunch)…
Openings & New Hires at Locu, Groupon, Patch, Signpost, and More…
There’s lots happening in hyperlocal as the year comes to a close: Locu snags PayPal vet Mok Oh as an adviser, plus lands a hot ex-Googler. Booker brings on a dynamic duo in its hiring spree. Patch sees big moves at the top. And there are some shifts at Groupon and open gigs at Telenav, Signpost, Swipely, Yellowbook, Yelp, and more…
What Kinds of Mobile Ads Are Most Effective?
Mobile advertising works best when it’s not in the form of a banner ad. On a panel at the Mobile Loco conference in San Francisco this week, participants agreed that the most promising approach is serving interesting content formatted to smartphones and tablets as a part of a contextual marketing strategy. The more an advertisement looks like a mobile app, the more consumer acceptance it will garner…
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