Here is today’s roundup of news related to location-based marketing, advertising, media, technology, local commerce and more:

Will Offline and Store-Visit Tracking Become Mandatory? (November 13, 2015)
LSA Insider: “Once brands get a taste of offline analytics, they’re going to expect this broadly from the marketing providers they work with.”

Google Using Points To Boost User Reviews, Beef Up Maps Content (November 13, 2015)
Search Engine Land: “Seeking to expand Local Guides program, Google ‘gamifies’ contribution.”

Google Unveils New Programmatic Native and Full-Screen Mobile Video Ads (November 13, 2015)
AdWeek: “Google is now offering programmatic ads for native content and mobile video publishers, working with its DoubleClick clients like eBay.”

Yahoo Introduces Product Ads For Search And Display With Major Retailers (November 12, 2015)
MediaPost: “Kohl’s, Wayfair, and Overstock are among the retailers piloting Yahoo’s new ad format, Product Ads, which serve in search and display on mobile, tablet and desktop devices.”

For Most SMBs Customer Service Matters More than Ad Performance (November 12, 2015)
Screenwerk: “The two main causes of small business (SMB) advertiser churn have to do with poor (perceived) campaign results/performance and customer service frustration.”

Report: Bad Phone Experience Will Send 74 Percent Of Consumers To A Competitor (November 12, 2015)
Marketing Land: “Good customer service boosts online reputation, loyalty and the bottom line. Yet most brands and SMBs fail at the basics.”