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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.

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Illustration: Eniola Odetunde/Axios

Wall Street is digging in for a potentially rocky period as Election Day gets closer.

Why it matters: Investors are facing a "three-headed monster," Brian Belski, chief investment strategist at BMO Capital Markets, tells Axios — a worsening pandemic, an economic stimulus package in limbo, and an imminent election.

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3 hours ago - World

How Biden might tackle the Iran deal

Photo illustration: Aïda Amer/Axios. Photo: Drew Angerer/Getty Images

Four more years of President Trump would almost certainly kill the Iran nuclear deal — but the election of Joe Biden wouldn’t necessarily save it.

The big picture: Rescuing the 2015 Joint Comprehensive Plan of Action (JCPOA) is near the top of Biden's foreign policy priority list. He says he'd re-enter the deal once Iran returns to compliance, and use it as the basis on which to negotiate a broader and longer-lasting deal with Iran.

Kamala Harris, the new left's insider

Photo illustration: Eniola Odetunde/Axios. Photo: Joe Buglewicz/Getty Images     

Progressive leaders see Sen. Kamala Harris, if she's elected vice president, as their conduit to a post-Biden Democratic Party where the power will be in younger, more diverse and more liberal hands.

  • Why it matters: The party's rising left sees Harris as the best hope for penetrating Joe Biden's older, largely white inner circle.

If Biden wins, Harris will become the first woman, first Black American and first Indian American to serve as a U.S. vice president — and would instantly be seen as the first in line for the presidency should Biden decide against seeking a second term.