Marketing Day: Google Analytics updates, Facebook tests pre-roll ads & Snapchat’s Lens Studio app released

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Google Analytics releasing 4 new functions to offer more user-centric insights
Dec 14, 2017 by Susan Wenograd
The new features reframe the focus on understanding user journeys.
Facebook announces 6-second pre-roll ad test, new mid-roll ad restrictions
Dec 14, 2017 by Tim Peterson
Facebook is also adjusting its News Feed algorithm to prioritize videos from publishers and creators that viewers “seek out or return to watch,” the company said.
Snapchat’s Lens Studio app opens augmented-reality format to everyone, including self-serve advertisers
Dec 14, 2017 by Tim Peterson
Anyone can use Lens Studio to create Snapchat’s World Lenses, which can then be distributed via Snapcodes and deep links and attached to Snap Ads.
Visualizing your site structure in advance of a major change
Dec 14, 2017 by Dave Davies
Making big changes to your website structure? Columnist Dave Davies shares a data visualization method that can help you predict what effect your proposed site structure changes will have on SEO performance.
3 ways Gmail has changed email marketing
Dec 14, 2017 by Kyle Henderick
With Gmail accounting for one in three inboxes, it’s nothing to sneeze at. Columnist Kyle Henderick discusses the ways in which Google’s email service can affect your next marketing campaign.
People have held 17B video chats on Messenger so far in 2017
Dec 14, 2017 by Tim Peterson
Messenger’s Year in Review contains several stats that may be of interest to brands looking to improve their marketing through Facebook’s messaging app.
The vicious cycle of ROAS targets is killing your business
Dec 14, 2017 by Andreas Reiffen
While many companies focus on return on ad spend (ROAS) as their primary KPI for search, columnist Andreas Reiffen believes that ROAS targets can often inhibit growth and new customer acquisition.
Are you deciding on a marketing automation platform?
Dec 14, 2017 by Digital Marketing Depot
MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the current market for B2B marketing automation platforms and the considerations involved in implementing marketing automation software. It addresses these questions: What factors are driving the adoption of B2B marketing automation platforms? Who are the leading players in B2B marketing automation? What capabilities do B2B […]

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

FCC repeals net neutrality by party line vote
Dec 14, 2017 by Greg Sterling
FCC Chairman Ajit Pai, a former Verizon lawyer, gives his previous bosses an early Christmas present by gutting the 2015 rules.
Salesforce’s new tool facilitates personalized customer communication across its clouds
Dec 14, 2017 by Robin Kurzer
The CRM company’s Distributed Marketing product allows marketers to share assets across their entire partner networks.
Why it’s time to get bullish on accreditation for ad tech and martech in 2018
Dec 14, 2017 by Rob Rasko
As industry groups release new standards for digital ad measurement, columnist Rob Rasko believes ad tech and martech providers will need to conform to them to stay competitive and be identified as trusted leaders.
Advertisers plan to increase mobile ad spend in 2018 despite ad fraud concerns [Study]
Dec 13, 2017 by Ginny Marvin
Advertisers that spend at least $1 million per month on digital advertising cite combating fraud as a high priority.

Online Marketing News From Around The Web:

10 Mistakes That Will Kill Your Relationships With Influencers, Crazy Egg
5 Disruptions to Marketing, Part 1: Digital Transformation (2018 Update), Chief Marketing Technologist
AI and Digital Transformation Are Top Priorities for Marketers in 2018, KoMarketing
Every Marketer Must Answer Vital Questions About The IAB’s Latest Ad Portfolio, AdExchanger
Five Secrets of Facebook Marketing Pros, MarketingProfs
How to start planning a successful content strategy, Econsultancy
Instagram Stories 101: What Social Marketers Need to Know | Simply Measured, Simply Measured
Mobile Design Kills Conversions: Here’s What to Do About It, Search Engine People
News Feed FYI: For Video, Intent and Repeat Viewership Matter | Facebook Newsroom, newsroom.fb.com
See the Latest in Conversation Trends on Facebook, Facebook Business
Who are my customers? What the machine can learn on its own, Digiday