A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
How Thumbtack Creates Work By Giving the Yellow Pages an AI Twist (Fast Company)
Although the company, which charges service providers a fee when customers contact them in response to a quote, is not yet profitable, Zappacosta predicts it can be by the end of 2019, thanks to Instant Match.
Understanding the Proxies That Can Undermine Location Data (Street Fight)
Rob Friedman: For marketers, the ability to deploy technology that identifies and bypasses online users who may be masking their locations and digital traits yields improvement in the form of targeted campaigns and fewer wasted impressions.
Amazon Plans to Open As Many As Six More Amazon Go Stores This Year (Recode)
Amazon’s much-heralded convenience store of the future, Amazon Go, may seem like a crazy experiment. But the company plans to open as many as six more of these storefronts this year.
How Local Healthcare Providers Can Imitate Advances in Retail to Boost Efficiency (Street Fight)
Jon Schepke: Providers need to do, ironically, what the best retailers do: make the experience better. To that end, data management is key. Here are some steps providers can take to address patients’ need for access and control.
Twitter Tightened Up the Requirements for Its Amplify Publisher Program (AdWeek)
Twitter made a move to protect brands from having their advertisements appear alongside objectionable content by tweaking the requirements for participation in its Amplify program for publishers.
GQ Buys Into Commerce Content (AdExchanger)
People who read about brands on GQ’s site spend twice as much time with its content overall – around 14 minutes – and are nearly 10% more likely to return, according to research commissioned from Skimlinks and Parse.ly.
NBCU Adds Refinery29 to Its Growing List of Digital Publisher and Platform Partners (Digiday)
NBC Sports and Refinery29 are embarking on a yearlong social editorial and marketing partnership focused on telling stories about female athletes and other women in sports.
Facebook Simplifies Metrics After Data-Reporting Issues (WSJ)
Facebook is trying to clarify and simplify the metrics used to gauge the performance of advertising on its platform after coming under scrutiny for a series of measurement mishaps and learning that some people are confused about its data.
LBMA Podcast: Verizon, Omnicom, Ericsson & Placecast (Street Fight)
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Denver airport, LinkNYC, O2’s Weve, Radius8, Selfridges.