Top Story

• IAB "strongly opposes" Mozilla's default cookies setting
  The Interactive Advertising Bureau "strongly opposes" Mozilla's third-party cookie default blocking as a move "harmful to the ad-supported Internet across a number of dimensions," says Mike Zaneis, IAB senior vice president and general counsel. Zaneis formalized an earlier Twitter message in a letter to IAB members, saying the setting hurts the economy, users and even the cause of consumer privacy in not supporting the Digital Advertising Alliance guidelines. The favoring of first-party cookies could lead to "a world where the only data-enabled third-party networks are those owned by the large first parties," says Daniel Jaye, Korrelate's chief executive. Advertising Age (tiered subscription model) (3/8)      

Marketing Trends & Research

• How the mobile-ad market is shifting
  There's a gap between which vertical sectors lead in mobile searches and which attract the most mobile-ad spending, writes Mark Walsh. Only the travel vertical, which includes search for gas stations, hotels and transportation, made the top three in both categories, according to xAd. Tactically, display ads based on mobile search grew the fastest, while more than half of campaigns employed geofencing and the use of geotargeting declined from 64% to 13% during the study's period. MediaPost Communications/Online Media Daily (3/8)      

Company Watch

• Google exec: Future of Facebook Graph Search uncertain
  The future of Facebook's Graph Search was dissected in a South by Southwest conference session. "Time will tell if people really need that kind of search," says Google's Senior Vice President of Search Amit Singhal. "Singhal did acknowledge that Facebook's interest-oriented search, built on the social network's user data as opposed to open Web data, is the right foundation for the social networking behemoth," writes Tim Peterson. Adweek (3/10)      

• Will Tapad's retargeting reach the Do Not Track tipping point?
  Tapad says that its Device Graph retargeting technology uses 2 billion data points, including log-ins, WiFi locations and ZIP codes, to find consumers when they move between device platform. But "while companies like Tapad may provide more efficient advertising, some are going to bristle at its efforts to track them wherever they go," notes Jeff John Roberts. PaidContent.org (3/8)      

• Esri leverages unique space at SXSW for mapping gurus
  This year's SXSW is as much about interactive media and technology as it is about music. Software firm Esri commandeered a unique venue in Austin to connect developers, hackers, entrepreneurs and executives with its geographic information systems mapping solutions. "GIS has been used for a long time in natural resources and government. ... But commercial companies are starting to use it more and more, for things like: Where's the best place to locate a store? What are the trends in demographics so that we can project where we need to be building and buying land? Even things like, 'Where should we open flu-shot clinics?' " explains Esri CMO Linda Hecht. SmartBrief/SmartBlog on Leadership (3/8)      

Agency News

• WPP reconfigures Wunderman units into 4 divisions
  More than 20 units of Wunderman are being reorganized into four division in order to help the agency respond better to changes "on the digital side, especially," says Chairman and CEO Daniel Morel. Customer acquisition will be handled by the new Wunderman Brand Experience, while Consumer Engagement will concentrate on retention, Data and Insights will house analytics, and World Health will specialize in that niche, writes Stuart Elliott. The company will likely be recruiting a global creative officer "from a large advertising agency," Morel said. The New York Times (tiered subscription model)/Media Decoder blog (3/8)      

Marketer News

• McDonald's exec talks social, celebrity tweets
  "We're tracking 2.5 [million] to 3 million-plus conversations each month, and it's sometimes difficult to see a little bubble before it turns into a major trend for us," McDonald's Social Media Director Rick Wion says in this interview. McDonald's uses Radian6 and Sprout Social to get a handle on all the social chatter, and works with an internal legal team to react in real time to celebrities' appearances at restaurants via Twitter. "As it turns out, celebrities go to McDonald's. When a celebrity tweets, we can retweet their original tweet. We don't add to it." eMarketer (3/8)      

Interactive Media

• Taco Bell heats up social buzz for Cool Ranch Doritos tacos
  Taco Bell has derived more social buzz from the national rollout of Cool Ranch Doritos Locos Tacos than any of its other products, even its all-time best-seller, the Nacho Cheese Doritos Locos Tacos predecessor. A new spot trumpets the arrival of the product with the copy "you knew it was coming," featuring young people eating the tacos and exclaiming, "Wow!" ClickZ (3/8)      

Hot Topics

Top five news stories selected by IAB SmartBrief readers in the past week.

• Rich-media ads are popular but stressful, survey finds (MediaPost Communications)

• How technology is forcing marketers to rethink their craft (Advertising Age (tiered subscription model))

• Yelp takes the plunge into mobile display advertising (Advertising Age (tiered subscription model))

• Facebook's Atlas acquisition raises data-use questions (MediaPost Communications)

• IAB, industry groups release new mobile-advertising guidelines (BtoB Magazine)

• Results based on number of times each story was clicked by readers.

IAB News

• 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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The greatest way to live with honor in this world is to be what we pretend to be." --Socrates, Greek philosopher