Feel free to ignore IPv6, but I recently came across a white paper that describes to marketers why they should care about the transition from IPv4. The good news is that marketers likely have a few years before the technology will influence the speed at which ads serve up or influence search engine marketing, especially on mobile devices or Internet-connected TVs. Just don't expect a magic day when one switch flips on and the other off. It will happen gradually -- and brands need to prepare.

Google and Bing continually try to improve the relevancy of searches and the time it takes to render a query or Web page, but I can't help thinking that in the short term, the changes create challenges for search marketers to design more effective campaigns. More rapid query results may save searchers time, but does that mean ads need to capture attention in less time, too?

Dillon Smith, emarketing and social media manager at Golfsmith, a specialty retailer of golf and tennis equipment, apparel and accessories, has been working independently both with Kenshoo and Criteo for about 1.5 years to drive sales through its online store -- Kenshoo for paid-search campaigns, and Criteo for retargeting display ads.

Don't alter text ad formats improperly in any way that violates the terms and conditions of Google's AdSense program. That's the message Google sent Friday in a clarification to publishers about what they can and cannot do with iframe coding in Web pages.

Nine months of search market share gains for Bing and Yahoo halted in May. That's according to Macquarie Research, citing May 2011 comScore data.

What's the value of a coupon campaign when tied to search, email, mobile, social or display? Earlier this week, RevTrax launched Optics 3.0, an upgrade to its digital security offline to online coupon analytics platform. It brings together data from a variety of media and connects to any point-of-sale system, allowing brands to measure, optimize and what the company calls "protect" the authenticity of printable and mobile coupons on in-store sales.

Higher gas prices and a decline in consumer confidence in continuing economic recovery put a slight damper on retail sales in May, but revenue from paid-search performance for U.S. online retailers rose 21% for the month, according to PM Digital.

Lead generation can take many forms. The best send consumers from online into stores with discounts. Here's a search engine that not only allows consumers to find advertised and unadvertised specials from local and national brands, but gives brands the edge to find consumers, too. SaleLocator provides an opt-in service offering consumers an alert when discounts become available on specific items at participating retailers. The December beta launch rolled out in February.

Adometry, formally Click Forensics, has uncovered a new ad hijacking scheme that requires only a visit to an infected Web site, and not a click on an ad. The virus targets search, video and display advertisers using a malware program that can self-install on a user's machine when they visit a Web site, even if they take no other action.

Marketers might wonder if executives at the big three search engines finally came together to create a common schema to make it easier for webmasters to add markup language to Web pages, which in turn allows search engines to develop more innovative and sophisticated features. Or, was it prompted, in part, as a competitive strategy to control processes based, in part, on Facebook's decision to create Open Graph. Perhaps I'm being a bit skeptical.