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  "documentTitle": "Rollins Inc. (ROL)",
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  "authorName": "Spruce Point Capital Management",
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  "sourceTypeLabel": "Short seller",
  "presentationDate": "2023-10-04 00:00:00",
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  "notes": "The slide uses a before/after comparison of search results to illustrate the difference between a generic category search and a brand-specific search.",
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      "text": "This trend in combination with a level playing field on Google Maps creates significant headwinds for Rollins in a digital marketing environment.",
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      "text": "Pest Control Search: Atlanta, GA",
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      "text": "Orkin Search: Atlanta, GA",
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      "text": "More than 1 billon people use Google Maps per month. It is the go-to app for consumers searching for immediate needs and services. There's no way to request or pay for a better local ranking on Google. Google also keeps the search algorithm details confidential to make the ranking system as fair as possible for everyone. Try a simple Pest Control search in Google Maps yourself. Rollins is based in Atlanta. Orkin appears as a Sponsored Ad but only one location appears. Search for Orkin and then several locations appear. There is an increasing trend of consumers purchasing from local businesses.(1) This trend in combination with a level playing field on Google Maps creates significant headwinds for Rollins in a digital marketing environment.",
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      "text": "\"Most people prefer small businesses over large chains,\" — NY Post, Nov 22, 2022",
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      "text": "1) \"Most people prefer small businesses over large chains,\" NY Post, Nov 22, 2022",
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      "text": "Source: Google Maps",
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      "text": "Note: Search results on Google Maps may differ from user to user. Source: Google Maps",
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      "text": "Google Maps Searches Provide Level Playing Field",
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      "evidence": "Spruce Point highlights several complications facing Rollins, including increased competition and declining insect populations.",
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