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- SMBs rely on third-party cookies, IAB tells Mozilla
The IAB says Mozilla's decision to not use third-party tracking cookies as a default setting will be detrimental to small businesses who rely on ad networks. "Small businesses can't afford to hire large advertising sales teams. Advertisers can't afford the time to make individual buys across thousands of websites. The technology that brings these two interests together is the third-party cookie," wrote IAB President and CEO Randall Rothenberg. Mozilla Chief Technology Officer Brendan Eich says the company has "no intentions to harm small businesses or the consumer online experience," adding that Firefox users retain the option of enabling third-party cookies. Adweek
(3/12)       
| Marketing Trends & Research | | |
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- FTC guidelines say new-media ads should stick to old rules
The Federal Trade Commission has warned advertisers against deceptive practices involving social media, regardless of the space limitations of media such as Twitter to make disclosures. "Advertisers should make sure their disclosures are clear and conspicuous on all devices and platforms that consumers may use to view their ads," FTC's Lesley Fair wrote in a blog post accompanying a new set of guidelines. Reuters
(3/12), The Wall Street Journal
(3/12)
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- Facebook ad targeting based on third-party data grows quickly
Facebook says that the number of advertisers using custom audience targeting has doubled since the social network introduced the feature last year, with much of the growth occurring this year. "The marketer has a very deep understanding in a lot of cases of their target audience and of their customers. It's actually the ability to more granularly target what you want," says Grady Burnett, Facebook vice president of global marketing solutions. Bloomberg Businessweek
(3/12)
- Samsung outspent Apple on ads in 2012 to take the global lead
Samsung outspent Apple on advertising last year, $401 million to $333 million, reversing a nearly three to one Apple advantage reported in 2011, according to Kantar Media. Samsung's "Next Big Thing" campaign, which often poked fun at Apple fans, gave the South Korean manufacturer the global lead in smartphone sales, with a 30.3% share, per IDC. The advantage of greater marketing budgets has grown in importance for device-makers, said Fared Adib, Sprint Nextel's senior vice president of product development, because carriers spend more time marketing such things as service plans and less on actual products. The Wall Street Journal
(3/12)
- SXSW panel looks at free speech and Reddit
A South by Southwest Interactive Festival panel took up the topic of social news website Reddit's extreme approach to free speech. Adrian Chen of Gawker, Farhad Manjoo of Slate and Rebecca Watson of Skepchick discussed how Reddit's most controversial voices necessitate a different approach to free speech on the site, although some Reddit users complained that the panel lacked defenders of the site's policy. SmartBrief/SmartBlog on Social Media
(3/13)
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- Microsoft shakes up Xbox fall lineup with CP+B, Razorfish
Microsoft has handed its fall campaign assignment for Xbox to Crispin Porter + Bogusky following a pitch, writes John McDermott. Longtime incumbent TwoFifteenMcCann remains Microsoft's Xbox agency of record and will contribute work on Halo and other game titles. Razorfish is also replacing AKQA on digital work, AKQA Chairman Tom Bedecarre confirms. "We've had an amazing relationship with Xbox for more than a decade and a long history of helping launch major title and new consoles," he says. Advertising Age (tiered subscription model)
(3/12)
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- Why advertising can't shake the Harlem Shake
The Harlem Shake is still being embraced in some ads -- e-tailers such as 1SaleADay and Chachimomma.com continue to use the Internet meme in ads -- despite some public resistance to it as a fad and discouragement from advertisers who have already exploited the dance fad, writes Mary Lisbeth D'Amico. Wixon Jewelers Online Marketing Director Jayme Pretzloff says, "If you make (a Harlem Shake video) now, you're late to the party. You don't want to appear as the old guy at the party with stale content." ClickZ
(3/12)
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| IAB News | | |
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- IAB cross-screen case studies in San Francisco, LA, Detroit
Bacardi. General Motors' Buick. General Motors' Chevy. Intel. Marriott Hotels & Resorts. Nokia. Panera Bread. Pepsi. Unilever's Dove. Universal Pictures. Virgin Mobile. Hear from them all -- along with their agency and publisher partners -- during the IAB Case Study Road Show series. Join your colleagues, competitors and partners for one day of instantly actionable digital marketing strategies. This is a rare opportunity to go behind-the-scenes of never-before-presented campaigns to get answers and learn the real results. Are you ready to overcome the challenges of technology, measurement and creative execution? Learn from the best. See which brands are sharing successes and experiences in your area and register here. The San Francisco event will be held Tuesday, March 19; the Los Angeles event will be held Thursday, March 21; and the Detroit event will be held Tuesday, April 2.
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 | Humor is an affirmation of dignity, a declaration of man's superiority to all that befalls him."
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