Most Clicked IAB SmartBrief Stories

1. Facebook reveals conversion-based ad metric

IAB SmartBrief | Jan 28, 2015

Facebook advertisers can now measure the online and offline sales lift their ads provide on the social network. Instead of using click-based measurements, Facebook determines the ad's effectiveness by comparing behavior of a test group exposed to the ad and a test group not exposed to it. MediaPost Communications (01/27)

2. Advertisers push publishers to think beyond clicks

IAB SmartBrief | Jan 26, 2015

Advertisers are increasingly looking for engagement metrics beyond clicks, and publishers are responding with strategies to keep users on their sites -- including embedded videos, quizzes and long-form articles. "We need to keep changing, and digital offers such a unique vantage point in that it's so nimble. We can try something today and see in real time if it works," said Sandy Rubinstein, CEO of DXagency. USA Today (01/26)

3. Ad software firm faces backlash for using Verizon "supercookies"

IAB SmartBrief | Jan 26, 2015

The unique identifiers attached to Verizon devices are facing scrutiny after Stanford graduate student Jonathan Mayer said an ad software company was using the "supercookies" to track users who had opted out of traditional cookies. Verizon has said the tracking codes are designed to help customers recover data, not for third-party use. New York Times (tiered subscription model), The (01/25)

4. Tumblr to pair artists with brands with Creatrs Network

IAB SmartBrief | Jan 23, 2015

Tumblr has launched an in-house unit called Creatrs Network that seeks to match the site's creative talent with brands looking for such work. So far, 300 artists are in the network and brands such as Olay, Gap and Axe have tested the service over the past year. Fast Company online (01/22) MediaPost Communications (01/22)

5. Snapchat's Discover attracts big media brands, advertisers

IAB SmartBrief | Jan 28, 2015

Snapchat has launched its Discover media service, which will distribute content from major brands that lasts for 24 hours alongside advertising. Among the media brands and advertisers that have signed up for the service are Vice, CNN, ESPN, Cosmopolitan, T-Mobile, Stride, Oxygen, Food Network and Macy's. Multichannel News (01/27) Adweek (01/27) Wall Street Journal (tiered subscription model), The (01/27)

6. Social media targeting will matter during Super Bowl

IAB SmartBrief | Jan 27, 2015

Seventy-four percent of people who plan to watch the Super Bowl say they will take action on social media if an ad prompts it, and half say they will share favorite commercials via a social media platform, according to a Crowdtap poll. Advertisers with TV spots are also investing heavily in social media to build buzz ahead of the game. Entrepreneur online (01/26) Adweek (01/26)

7. Where most digital strategies are going wrong

IAB SmartBrief | Jan 26, 2015

Too many companies focus their digital strategies on grabbing attention and turning consumers into loyal fans, writes Umair Haque, director of Havas Media Labs. Even the language of digital marketing -- "viral" content and the like -- suggests "[i]nfecting, not connecting," Haque writes. "Instead, focus on giving people what matters most to them. ... Improve their lives. Deliver lasting gains in their quality of life." Harvard Business Review online (tiered subscription model) (01/15)

8. AT&T to launch fan-driven series on Snapchat

IAB SmartBrief | Jan 29, 2015

AT&T is working on an entertainment series for Snapchat called "SnapperHero" that will roll out over a one-month period in the first half of the year. The ongoing superhero narrative will be driven by social media influencers, YouTube stars and their large fan bases. MediaPost Communications (01/28)

9. Where social media may be heading in 2015

IAB SmartBrief | Jan 29, 2015

More marketers will bring together metrics for their offline and online efforts this year, writes Jonathan Farb. He cites other anticipated trends, including a growing focus on digital video and improved analytics by major social media players. SmartBrief/SmartBlog on Social Media (01/28)

10. Native video comes to Twitter

IAB SmartBrief | Jan 28, 2015

Twitter debuted its native video product with a clip of Neil Patrick Harris promoting the Academy Awards, which he will host. Users can record, edit and post 30-second videos to the platforms directly from their mobile phones. Twitter also introduced private group messaging. IT PRO (London) (01/27) Adweek (01/27)

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