My main key takeaways from day one of Google Marketing Live where thousands of marketers are gathered to learn about the future of advertising :
1. Google publically announced a lot of advertising products that will help brands augment their reach and scale within the Google ecosystem ; shopping ads, display ads in search and native ads across all Google product’s and new untapped advertising opportunities along the user’s journey ( maps, travel, business profiles )
2. Advertising performance and measurement comes with built-in mechanisms for user trust , privacy and controls ( with mentions of identity ). User Context will be the fallback if user doesn’t want it’s data used for advertising purposes. Google is asserting its governance leadership in the industry and it shows.
3. Machine learning is making it’s way beyond matching ads and users. All features will get their fair share of machine learning and automation sparkles this year to help brands optimize business goal with about every single angle of approach. Machine learning, if it’s not embedded at the software level, it’s done wrong. More content in the comments.