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Daily News: YouTube Launches Live Streaming, xAd Teams With comScore, AdTech Vendors Pursue Saas

Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

Ad Tech Vendors Pursue Saas; Vizio Entangled In Multiple Lawsuits (June 27, 2016)
Ad Exchanger: “Ad tech vendors are trying hard to replace their media markups with true SaaS revenues. Many major buying platforms have suffered in pursuit of SaaS. But it’s a mandatory struggle.”

Online-to-Offline: Is Local’s Holy Grail Within Reach? (June 27, 2016)
Street Fight: “Facebook just had another mic-drop moment. As I predicted in December, it will now track spatial patterns of mobile users. Meant to measure local foot traffic influenced by ads, it could be the most meaningful move to date in reaching local’s holy grail: offline attribution.”

Telecoms open shop on Madison Avenue, but will brands buy? (June 26, 2016)
Tech Crunch: “Many companies have transformed and realigned their focus with great success. Avon transitioned from peddling books door-to-door to marketing beauty products. Wrigley started as a soap and baking soda company. IBM originally sold massive mainframe computers and calculators.Now, telecom companies are making similar pivots into a lucrative industry.”

YouTube Launches Mobile Live Streaming (June 24, 2016)
PC: “YouTube will soon put the power of live streaming in the palm of your hand. The video-sharing service this week announced plans to bake mobile live streaming directly into its app.”

xAd Teams With comScore For Mobile Attribution Solution (June 24, 2016)
Mobile Marketing Daily: “xAd, a location intelligence firm, announced a partnership with comScore this week, releasing a solution that aims to link mobile campaigns with in-store visits, also known as the giant bugbear in the path of mobile marketers and advertisers.”

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