Street Fight Daily: xAd Raises $50 Million, iWatch to Include Payments

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyLocation Is Everything, As Mobile Ad Startup xAd Raises $50M Led By IVP (TechCrunch)… Apple Watch to Allow Mobile Payments (Wall Street Journal)… Interpublic Invests in Mobile Measurement Company Placed (MediaPost)…

7 Strategies For Measuring the ROI of Indoor Location Campaigns

Discounts. Shopping cart and cubes with percentNational retailers and CPG brands are willing to spend big on indoor location campaigns, but only when the platforms they’re using are providing an excellent return on their investments. As the industry continues to expand, vendors are being forced to get smarter about the ways they demonstrate ROI and sales lift. The more precisely an indoor platform can demonstrate its value on a per campaign basis, the easier it is to justify its price to skeptical corporate clients. Here are seven strategies for measuring the ROI of an indoor location campaign…

6 ‘Microfencing’ Tools for Retailers

Dozens of popular geofencing platforms help retailers generate foot traffic — but what happens after these potential customers cross a store’s threshold is anyone’s guess. In an effort to drive traffic to specific points inside their stores — like special displays, brand kiosks, or promoted products — retailers and brand manufacturers are beginning to utilize “microfencing” solutions from indoor navigation vendors. Here are six tools that retailers and brands can use for in-store “microfencing.”

Street Fight Daily: FTC Reviews Waze Deal, Twitter Developing Hyperlocal Ads

A roundup of today’s big stories in hyperlocal content, commerce, and technologyGoogle Confirms Antitrust Review of Waze Deal(Wall Street Journal)… Twitter is Developing Geo-Targeted Ads for Retailers (AdAge)… Paton: ‘Bad CEOs and Worse Editors’ Are Trying To ‘Kill Our Future’()…