As digital marketers, we strive to be constantly up-to-date on the latest happening in the online world. We have Search Engine Optimization, Pay-Per-Click Advertising, Web Design, and more covered. Staying on top of digital news is our job and not only pushes us with our ideas and strategies but ensures our clients come out on top as well. Whether it’s a new app exploding on the scene, a Google algorithm update, or the latest behavior tracking tool we’ll review, preview, and make note of it here. So if you’ve missed checking your RSS reader or your favorite sites this week no worries. Come back every Friday for a new collection of our favorites and the most noteworthy pieces from the digital news sphere.

What We’re Reading for October 14th

Snapchat’s new API Technology

For the longest time most companies have been asking, “how do you measure engagement with Snapchat?” Well the answer has finally gotten a little bit easier. Snapchat just rolled out A/B testing and email matching capabilities. Don’t worry, this doesn’t mean Snapchat is sending out your private information, this means that brands who already have your email can match it against Snapchat’s list. This appears to be the first step to some other analytics they have coming out at a late date yet to be determined. (Contributed by Online PR Specialist Michelle Bull)

Snapchat Switches up Stories

This week Snapchat rolled out it’s new update with new features as well as the removal of other features. The update removed the auto play feature that users had complained about. They’ve also added new features including a Playlist feature where users can create their own story playlist to watch. So you can add all of the celebrities you follow to a playlist, watch it and then watch one with all of your personal friend’s stories for the day. Personally, I liked autoplay it was an easy way to watch without having to fully engage so just a little bummed that it’s gone. (Contributed by Online PR Specialist Anna Horn)

How ESPN’s “College GameDay” is Using Snapchat Discover

Every college football Saturday starts with ESPN’s College GameDay, and now the network is using Snapchat Discover to put out gameday content even earlier in the day. On Snapchat Discover, College GameDay features previews of the week’s big matchups, as well as behind the scenes looks and highlights from the previous week. ESPN’s director of social media content said that Snapchat provides the opportunity to extend the GameDay brand beyond television. The network said that it’s hoping to do more original programming on Snapchat Discover. (Contributed by Online PR Specialist Ellen Borza)

How Google’s Recent RLSA Changes Will Impact Advertisers

Advertisers can now increase their RLSA membership duration up to 540 days (previously 180 days). This means advertisers can reach more visitors and different types of visitors. This is particularly impactful for seasonal businesses and businesses where customers are typically once-a-year purchases. Additionally, cross-device remarketing through RLSA is a new feature. For example, if someone visits your site on a mobile device, you can remarket to them later while they search on desktop. (Contributed by Paid Search Specialist Kevin Koehn)

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