Using Location Intelligence as Marketing Pixels for the Real World
A core tenet of digital advertising is the ability to effectively measure the success of a campaign. To gain insights about their digital campaigns beyond just impressions and clicks, brand marketers...
View ArticleJeff Glueck Passes the Torch as David Shim Steps up to Foursquare CEO
David Shim, the founder of location-based attribution solution Placed, which was purchased earlier this year by location intelligence firm Foursquare, is taking over as Foursquare’s CEO. Shim, who was...
View ArticleThis Year, Brands Will Seek Out Incrementality
As networks, publishers, and agencies continue to shift to guarantee business outcomes in ad deals (a trend that began earlier in 2019), the concept of “incrementality” will emerge as a key issue for...
View ArticleOTT Will Transform How Local Businesses Connect with Their Customers
In the world of TV advertising, 2019 will be remembered as the tipping point between linear broadcast and OTT streaming for TV viewing. Disney+ and Apple TV+ ushered in new conversations about...
View ArticleDon’t Fix What’s Broken. Reinvent the Wheel with a Unified Measurement Framework
Walled gardens, blind spots, and data limitations mean we have to rethink our approach to measurement. In a time of disruption, businesses need to learn to be adaptive to survive. Being adaptive means...
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Three Ways to Solve for Foot Traffic Attribution
Tying ads to online conversions, purchases, and sales is simple and straightforward. Most ad platforms display these metrics on their dashboard home pages. They show you your ad spend per channel,...
View ArticlePlaceIQ Buys Freckle IoT, Marking Second Instance of Location Consolidation...
Location intelligence firm PlaceIQ bought fellow location data and measurement company Freckle IoT. The financial terms of the deal were not disclosed. The move comes just a day after the bombshell...
View ArticleStreet Fight’s July Theme: Targeting Location
This post is the latest in our “Targeting Location” series. It will be an editorial focus for the month of July, and you can see the rest of the series here. For the past three months, choosing Street...
View ArticleHeard on the Street, Episode 55: Location Intelligence’s New Normal
Location intelligence is a hot topic. Demand is growing, startups continue to enter the market, and location privacy sensitivity (including government regulation) is hitting new peaks. Growing demand...
View ArticleHeard on the Street, Episode 56: Diversifying the Digital Ad Stack
Brand advertising has gone through a transformative period… and we’re not talking about a pandemic. Of course, the entire ad world has been upended in the past six months, but ample change was already...
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How to Use Maps for Local Marketing
This post is the latest in our “Mapping the Future” series. It will be an editorial focus for the month of July, and you can see the rest of the series here. Digital marketers are always looking for...
View ArticleWhat Happens to Drive-to-Store Campaigns After Apple’s IDFA Update?
Apple’s forthcoming IDFA changes for iOS 14 will cause a number of shifts within the mobile marketing landscape. But one considerable challenge for marketers could be adjusting to a new feature known...
View ArticleCrucial Attribution and Targeting Tools
The Covid-19 pandemic has changed so many aspects of business – possibly for good – and marketing is no exception. With the dramatic pivot to working and learning from home, consumer behavior hardly...
View ArticleAs Political Messaging Shifts to CTV, Email Backs Up Campaigns
The 2020 election is days away. This year’s election is like none other for many reasons. From a marketing perspective, it’s unique when compared to previous years because of Connected TV (CTV). This...
View ArticleVerizon and Catalina Partner to Power Online-to-offline Attribution
For today’s brand marketers, every second counts. This has always been true, but it’s especially apparent in 2021, as CPG brands work around the clock to keep up with constant changes in consumer...
View ArticleMarketers, We Need More Accurate Attribution Modeling
Imagine you’re at an amusement park. For the price of three hats in a normal store, you buy one silly hat that you probably won’t wear again. Why did you buy it? Maybe because the sales clerk brought...
View ArticleHeard on the Street, Episode 55: Location Intelligence’s New Normal
Location intelligence is a hot topic. Demand is growing, startups continue to enter the market, and location privacy sensitivity (including government regulation) is hitting new peaks. Growing demand...
View ArticleHeard on the Street, Episode 56: Diversifying the Digital Ad Stack
Brand advertising has gone through a transformative period… and we’re not talking about a pandemic. Of course, the entire ad world has been upended in the past six months, but ample change was already...
View ArticleClik here to view.
How to Use Maps for Local Marketing
This post is the latest in our “Mapping the Future” series. It will be an editorial focus for the month of July, and you can see the rest of the series here. Digital marketers are always looking for...
View ArticleWhat Happens to Drive-to-Store Campaigns After Apple’s IDFA Update?
Apple’s forthcoming IDFA changes for iOS 14 will cause a number of shifts within the mobile marketing landscape. But one considerable challenge for marketers could be adjusting to a new feature known...
View Article