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September 17, 2012
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News for advertising, marketing and media professionals

  Top Story 
  • Google debuts enhanced sitelinks to increase CTR
    Google has rolled out its enhanced sitelinks to any market where AdWords can be bought. The format combines several unique links within one unit, using one for a store locator and another for ordering, for example. Google says the ad units garner a higher click-through rate. Brands can maximize pay-per-click campaigns by ensuring that ads rise above the organic search results, using six to 10 unique links, and running multiple-ad campaigns tracking to the same landing pages. WebProNews (Lexington, Ky.) (9/14), MarketingVOX (9/14) LinkedInFacebookTwitterGoogle+Email this Story
  Marketing Trends & Research 
  • Mobile advertising is limited by small screens, weak tracking tools
    Advertising on smartphones leaves plenty to be desired, marketers say. Tracking tools for mobile are far less effective than their desktop equivalents, and tiny screens aren't well-suited to creative ad campaigns. "Size absolutely does matter," says Christine Chen of Goodby Silverstein & Partners. "If you look at the real estate available on a smartphone, it's really sad compared to not just banner ads on the Web, but also to TV, print and outdoor advertising." The New York Times (tiered subscription model) (9/15) LinkedInFacebookTwitterGoogle+Email this Story
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  Company Watch 
  • Google Chrome is testing built-in Do Not Track tools
    Google is including Do Not Track in an upcoming version of its Chrome browser, with the antitracking feature already present in the browser's latest developer build. The Internet Explorer, Firefox and Opera browsers already have committed to adding Do Not Track features. CNET (9/14) LinkedInFacebookTwitterGoogle+Email this Story
  • Facebook pulls plug on Reach Generator
    Facebook is axing its Reach Generator tool, which promised to help brands reach 75% of their fans, rather than the 16% currently reached by the average Facebook campaign. Inflexible pricing and a lack of targeting tools made the service unappealing to advertisers, industry experts say. Experts say the service may have simply been too large a commitment for many advertisers. Adweek (9/14) LinkedInFacebookTwitterGoogle+Email this Story
  Agency News 
  Marketer News 
  • L'Oreal sees big ROI from digital campaigns
    L'Oreal now spends 10% of its U.S. marketing budget on digital campaigns -- and that's working out well for the company, says L'Oreal USA Chief Marketing Officer Marc Speichert. Digital is shaping all aspects of L'Oreal's strategy, helping to boost sales by 7.9% and constituting a "catalyst for thinking differently about marketing," Speichert says. "It's very much at the core, and that's why every marketer in this organization should care for it," he adds. Advertising Age (tiered subscription model) (9/17) LinkedInFacebookTwitterGoogle+Email this Story
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Top five news stories selected by IAB SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  IAB News 
  • Marc Andreessen, Sheryl Sandberg, and Charlie Rose Added to MIXX Powerhouse Speaker Lineup
    Marc Andreessen, co-founder and general partner of venture capital firm Andreessen Horowitz, pioneered a software category used by more than a billion people by co-creating the Mosaic Internet browser and co-founding Netscape. Facebook Chief Operating Officer Sheryl Sandberg is one of the leading voices in the digital marketplace -- driving sales, marketing, and business development for the world's largest social network. Emmy-winning journalist Charlie Rose engages these two visionaries on the collision of technology and creativity, which defines the new media ecosystem. Only at the IAB MIXX Conference & Expo, Oct. 1 & 2, during Advertising Week in New York City. Almost sold out -- register now. LinkedInFacebookTwitterGoogle+Email this Story
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    SmartBrief has updated its privacy policy to better reflect the state of the digital world. View the updated policy. LinkedInFacebookTwitterGoogle+Email this Story
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