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AP Photo/Matt Rourke

Google announced sweeping changes to its advertising and marketing platforms yesterday to better use — and sell — the information it has on its vast user base.

Why it matters: The digital advertising ecosystem is getting saturated, and growth in consumption is slowing. That's putting enormous pressure on data-driven advertising companies, primarily Google and its rival Facebook, to better use the data they're already collecting. What's being collected isn't changing (what you buy, what you click, what you read) but the applications are getting smarter at linking all those actions together — especially on mobile.

What's new:

The U.S. advertising market, by spend, and particularly by mobile spend, is by far the largest and most concentrated advertising market in the world, worth in total around $191 billion. By comparison, the next biggest ad markets, China and Japan are about roughly 2/5 and 1/5 the size. Other places in the world, like Europe, are much more strict about how data-based technology companies can leverage consumer data for privacy reasons. It makes sense then that Google and Facebook, invest in ways to drive more ad dollars in the U.S. through updates like the ones Google rolled out Tuesday.

Where Google wins and loses: Nearly every marketer Axios has spoken to has given high marks to Google's efforts to move beyond a focus on the last-click of an ad. But Google still has two big problems:

  1. It lacks Facebook data: The new Google Attribution model only measures ad engagement on Google's social platforms, neglecting one of the biggest ad engagement platforms on the internet, Facebook. "While we want to kick last-click attribution to the curb, we want to do it across all channels and not only Google channels, which is still a weakness in the offering," says Jacob Kalkar, VP, european operations at media agency Blackwood Seven.
  2. Marketers are still concerned about Google's metrics: "Google's 'self-policing' vs. being able to use an independent, verified third-party will always result in questions being asked about who's best interest is being served," says Justin Kennedy, COO at ad tech company Sonobi. "The issue of them grading their own homework is still a real concern for most marketers," says Brian Baumgart, CEO at Conversion Logic.

Go deeper

Updated 17 mins ago - Politics & Policy

51 people unaccounted for after Miami-area condo collapse

A view of the crumpled portion of the 12-story condo tower on June 24 in Surfside, Florida. Photo: Joe Raedle/Getty Images

A massive search and rescue operation is underway after a portion of a 12-story condo building in Surfside, Florida, collapsed early Thursday morning, according to AP.

The latest: 51 people who were "supposedly residing" in the building at the time of the collapse have not yet been accounted for, Miami-Dade County Commissioner Sally Heyman said on CNN Thursday morning.

CDC extends final eviction moratorium for 30 days

People and students from Worker's Circle of Boston and members of City Life Vida Urbana protest to stop evictions during the coronavirus pandemic. Photo: Jim Davis/The Boston Globe via Getty Images

The Biden administration has issued a 30-day extension to the temporary halt in residential evictions, the CDC announced on Thursday.

Why it matters: The eviction moratorium, implemented to prevent a wave of evictions caused by pandemic-related economic decline, was scheduled to expire on June 30.

Pacific Northwest soon to be ground zero for record-shattering heat

Computer model projection showing the unusually strong heat dome over the Pacific Northwest on Sunday. (PivotalWeather).

A heat wave is bringing unprecedented high temperatures to the Pacific Northwest — a region of the country typically cooled by the ocean, rather than central air conditioning. The heat will begin Friday and last into early next week.

Why it matters: The heat wave will shatter monthly and all-time temperature records in the Pacific Northwest. Some of the records could break the old milestones by several degrees.