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Today’s headlines


Applications
Babies “R” Us builds omnichannel prowess with print-to-Web mobile app

Toys “R” Us continues to make mobile a key part of its omnichannel shopping experience with a new mobile application that makes it easy for parents to engage with the Babies “R” Us print catalog to find out more about specific products and purchase items directly from its Web site.

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Content
Clorox Co. exec: Hone in on hyper-targeted segments for mobile success

SAN FRANCISCO — A Clorox Co. executive at the ad:tech San Francisco 2014 conference spoke about the importance of splitting up one demographic — such as millennial women — into multiple segments for better success with mobile.

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Mcommerce Summit
Mcommerce Summit 2014 New York May 1: Walgreens, Sephora, Wendy’s, Marriott, Staples, Gilt, JetBlue, Warburg Pincus, Forrester

Registration is open for the fourth annual Mcommerce Summit: State of Mobile Commerce 2014 conference Thursday, May 1 featuring speakers from Walgreens, Sephora, Wendy’s, Marriott, Staples, Gilt, JetBlue, Warburg Pincus and Forrester. Must-attend event for retailers, brands, financial firms, agencies and publishers.

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Advertising
Universal McCann exec boasts location-based advertising beyond radius-targeting

SAN FRANCISCO – A Universal McCann executive at the ad:tech San Francisco 2014 conference touted mobile’s ability to go beyond location-based targeting to also include behavioral data.

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Internet
Barneys removes ecommerce barrier with free return policy

Retailer Barneys New York is introducing free returns to its ecommerce services to make online shopping less stressful for its consumers.

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Marketing
With mobile role in question, Facebook turns sights towards virtual reality – Mobile Marketer

Mobile Marketer today – With mobile role in question, Facebook turns sights towards virtual reality; New York Times doubles down on mobile with dedicated editors, native ads.

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Advertising
Ferragamo encourages brand exploration via Vanity Fair mobile effort – Luxury Daily

Luxury Daily today – Ferragamo encourages brand exploration via Vanity Fair mobile effort; Chinese watch demand increases 59pc, drives global market: report.

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Columns
Mobile is not TV’s handmaiden – and nor is it the second screen

In consumer advertising, television is king and no other channel is going to grab the crown any time soon. That leaves every other screen – smartphone, tablet, even computer – duking it out for the title of second screen, right?

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