Mobile:

• Mobile app makers may be unintentionally inflating the perceived value of the mobile ad market by using up great gobs of clicks in barter deals between app makers.

• Battling perceptions of low quality clicks Microsoft today announced it would match Google in its efforts to ensure mobile clicks are confirmed by users.

Advertising:

• Yahoo is looking to incorporate advertisers' direct action forms into ads, showing an example from Match.com. The firm says it will charge advertisers only for those form fillers whose information matches Yahoo's own user data.

Agencies:

• Publicis internal viral video promotes ironic notion that ad agency holding group CEOs can have a sense of humor.
• eHarmony, after seeing founder Neil Clark Warren take back control, is firing the agencies it hired in review processes within the last few years (OMD and GSD&M) and going back to the earlier incumbent. The $66+ million media account will go to Ocean Media, with creative handled by Handmade Productions, L.A. .

Ad Tech:

• Webtrends breathily announced that they have a new "truly disruptive" technology called Streams, but they forgot to tell us what it is or does. UPDATE: a reader endured the webinar and tells us it is an analytics dashboard of sorts, with realtime data.

Search:

• Search marketers, always looking for the edge for their clients, can now compete among themselves to dominate perceived gravitas via Google Authorship. Here are some tips in the case that Google Authorship someday in the future matters.