Digital Advertising’s 2-Sided Transparency Problem

There’s another side to digital advertising’s transparency problem: Companies don’t even know what they know about consumers. Just as consumers use dozens of apps, businesses use hundreds of applications. Most, if not all, of them collect data on employees and customers. But sifting through that data, figuring out what is necessary, and determining whether it is privacy-compliant is a Sisyphean task.

LBMA: Placer.ai Raises $50m Series B

In this episode of Location Weekly, the Location-Based Marketing Association covers Snap acquiring 3D mapping company Pixel8Earth, Tracesafe and Plot Projects partnering to deliver workplace safety solutions in Europe, Placer.ai raising $50M in Series B capital, and Quotient launching a “Vaccine Dashboard” to enable ad targeting at vaccine sites.

How Should Retailers Navigate the Post-Covid Landscape?

While the return of nearly unrestricted in-person shopping heralds brighter days for brands and retailers, it is also a challenge. Consumers have gotten used to digital shopping as e-commerce soared amid the pandemic. How will retailers provide that same frictionless experience to meet elevated customer expectations in-store? Amy Vale, CMO at cash-back app Dosh, weighs in.

Innovation Brief: Instagram, Rockets, and Drones

M7 Innovations’ Matt Maher discusses Instagram’s creator economy, commercial space travel, and drone delivery.

6 Buy Now, Pay Later Solutions for Retailers

Retailers that don’t start offering flexible payment options on their checkout pages soon risk losing shoppers who prefer the unconventional approach to financing, especially for more expensive items. Flexible payment solutions tout bigger carts, customization, and faster transactions among their benefits.

B2B Strategy: How to Use Video Marketing to Build Your Brand

There’s no denying it now: Video is the future of B2B marketing. Time and again, studies show that B2B marketers get the most significant results and highest ROI from video marketing efforts. Perhaps it’s no surprise that 93% of marketers say that video is an integral part of their strategy, and 99% intend to continue using it, per Wyzowl research.

Retailers Turn to AI to Assist with Forecasting Challenges

With machine learning and AI, retailers have been able to navigate the continued imbalance between supply and demand. This is especially true for digital-first retailers and on-demand businesses. The number of online grocery shoppers increased by 35 million during the pandemic. That opened the door to new opportunities, but it also opened the door to certain logistical challenges that grocers never experienced previously. For example, online grocery shoppers expect the items in their mobile apps to be in-stock and available for delivery immediately, which is different from a shopper who casually browses store aisles to see what’s available at a brick-and-mortar location.

Street Fight’s May Theme: Payment Power

This month, we change focus to payment innovations with a theme we’re calling Payment Power. Most digital marketing aims, however indirectly, to drive transactions. But what a transaction looks like is rapidly evolving today, and that’s true not just of the technologies that power the point of sale but also of the way brands and retailers are leveraging the point of sale itself to increase revenue, collect data, and differentiate themselves from the competition. The upshot is that payments are powerful, and this month, we investigate the innovations driving that power.

4 Ways Video Management Systems Are Disrupting Retail

Surveillance cameras, typically associated with theft-prevention and security, not only help stores enforce social distancing regulations but also improve the customer experience. Here are four ways retailers can capitalize on video management technology.

Locations Are Pointing the Way Forward After Third-Party Cookies

When marketers store and analyze location data on the device, they reap the benefits of location-based marketing without running afoul of privacy standards. They are able to marry real-world insights with other types of data such as app behavior and online interactions while keeping all the consumer’s data on their phone.

local city location

Expert Roundup: How Will Location Intelligence Transform This Year? Part II

To define the current state and future trajectory of location intelligence, we’ve rounded up top industry voices and thought leaders. Executives at GroundTruth, Blis, and Stirista weigh in.

LBMA: Amazon Opens a Hair Salon

In this episode of Location Weekly, the Location-Based Marketing Association covers Amazon opening a hair salon in London with magic mirrors and AR, Japan’s Mitsubishi and Unerry partnering on a smart city project in Jakarta, CVS rolling out digital audio messaging with In-Store Audio Network, and Gentle Monster creating experiential retail with robots and donkeys.

Verizon Provides FLoC Alternative. Will It Work?

Verizon became the latest player to compete against Google’s FloCs this month with the launch of its new Next-Gen Solutions tool. The move marks a broader shift in ad tech toward contextual ads.

Private Ad Marketplaces Pave the Way for Post-Cookie Advertising

Private marketplace ad programs (PMPs) are becoming more and more popular with advertisers. In 2020, eMarketer announced that programmatic ad spending on private marketplaces will exceed open exchanges for the foreseeable future. Let that sink in for a minute — the exchanges that have long underpinned the way we way buy digital media are no longer the most popular tactic for media buyers.

The Era of Zero-Click Consumer Engagement Is Here

Location marketing has now had its testing moment, a moment that Google and its contemporary alternatives have been priming themselves for, whether knowingly or not, for quite some time. The era of zero-click consumer engagement has arrived; if that had been apparent to local SEOs prior to this year, it’s now clear to consumers and everyone else concerned with the business of local commerce.

Fanplayr Allows Advertisers to Do More with First-Party Data

With 88% of marketers citing the collection and storage of first-party data as a “high priority,” a startup called Fanplayr is stepping in with a solution.

Apple’s IDFA Change: Call It Advertising Shockwave: The Prequel!

How Facebook adjusts to the lack of identifiers on Apple devices may provide a broad template for digital advertising as targeting becomes more challenging.

Don’t Call It a Recovery Yet: Small Business Growth Still Lags

Like the consequences of the shutdowns, the recovery is far from uniform. Booming growth, bull markets, crypto surges—these have little relevance to the real-world health of our economy. A decade of “roaring 20s” celebration is possible, but it’s not here yet. If the needs of the smallest firms are not perfectly aligned with the needs of the largest, their recovery won’t be, either.

Vaccine Rollout Spells Opportunity for Brand Marketers

Using foot traffic dashboards from technology companies like Quotient, brands are gaining insight into consumers’ movement in and around vaccination locations. The insights are being used to fuel targeted OOH and DOOH campaigns, designed to engage consumers on an intimate level.

LBMA: Verizon Announces Hyper Precise Location Service

In this episode of Location Weekly, the Location-Based Marketing Association covers fake restaurants tricking delivery apps and consumers, Dollar Tree getting into the retail media business, Verizon announcing its Hyper Precise Location service, and Stirista releasing its OMNA identify graph platform.