A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…

Apple is Opening Up Siri, Maps, and Messages to Outside Development (Observer)
Siri is finally old enough to leave home. Apple is opening up Siri, Maps and Messages to third-party development, the company announced Monday at its annual Worldwide Developers Conference (WWDC) in San Francisco. Mashable: Apple is turning Siri into next-level artifical intelligence. Recode: Apple Pay is coming to websites, a potential boon for retailers.

Snapchat Launches a Colossal Advertising Expansion, Ushering in a New Era for the App (AdWeek)
Today, the company announces the launch of Snapchat Partners, its long-anticipated advertising API (application programming interface), which will hook up more than 20 tech-minded companies. The API promises to expand advertising dramatically on the platform in the long run.

Why Attributes and Identities Matter in Local Search (Street Fight)
Gib Olander: Google

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Source: Street Fight