Study: Mobile’s Data Problem Is Getting Worse

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In the mobile advertising industry, where data is harder to come by, location data has emerged as a pricey asset. But a new report from Thinknear suggests that the quality of the location data on major exchanges is actually on the decline…

How Bad Local Data Leads to Bad Calls — And Frustrated Customers

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In a pay-per-call campaign, quality and accuracy are king. Bad data results in dead-end leads for marketers, and keeps businesses from reaching the true targets of their campaigns. Here are some techniques for optimizing pay-per-call success…

PlaceIQ Opens Up Mobile Advertising Data to Agencies

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For years, mobile advertising firms have promised brands an opportunity to target their customers in the real world. Now mobile advertising startup PlaceIQ wants to help marketers better understand that behavior before a campaign starts and how it changes after the run is finished…

6 Tools for Location-Based Lead Generation

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Customers are out there, and now hyperlocal technology is making it easier for businesses to find them. Nearly three-quarters of the small and medium-sized businesses surveyed by Business.com said they participated in lead generation practices, and 50% of these marketers said they plan to increase their lead generation spending in the coming year…

Why Local Marketing Is a Function of Commerce, Not Media

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I’ve come to believe that the initial narrative about digital — the one about eyeballs simply moving online — actually impedes an effective analysis of the local marketing industry. Once we see local marketing as a function of commerce (ad not media) we start to find a more dramatic shift than previously thought.

Marsh Supermarkets Brings Beacon Messaging to Apple Watch

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Marsh Supermarkets is working with InMarket to install a system in its stores that will use Bluetooth beacons to “wake up” applications on the Apple Watch and deliver relevant content to their shoppers wrists. Shoppers can decide whether or not to receive push notifications upon entering the store…

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.

With New Ad Product, Placed Connects Dots for In-Store Visits

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Slowly but surely, technology firms are finding direct links between the ads we see on mobile devices and the places we visit in the real world. Placed has partnered with xAD to launch a new product called Placed Retention, which uses the company’s panel of participating consumers to determine whether a mobile user who was exposed to an ad appeared within a store days later…

Street Fight Daily: Google Personalizing Maps, Square Aims High

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A roundup of today’s big stories in hyperlocal content, commerce, and technology.Google’s Plan to Personalize Maps Could End Public Space as We Know It (Slate)… Square Is the Shape of Things to Come, Says Jack Dorsey (Telegraph)… Why Waze Is a Hot Takeover Target (CNN/Money)…