Sign up for our daily briefing

Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Stay on top of the latest market trends

Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

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

2 hours ago - World

Report: U.S. calls for UN-led Afghan peace talks

Secretary of State Antony Blinken at the State Department in Washington, D.C., in February. Photo: Jim Lo Scalzo/EPA/Bloomberg via Getty Images

Secretary of State Antony Blinken said in a letter outlining a plan to accelerate peace talks with the Taliban that the U.S. is "considering" a full troop withdrawal from Afghanistan, Afghan outlet TOLOnews first reported Sunday.

Why it matters: In the letter to Afghan President Ashraf Ghani, also obtained by Western news outlets, Blinken expresses concern that the security situation may worsen and the Taliban "could make rapid territorial gain" after an American military withdrawal, even with the continuation of U.S. financial aid.

Harry and Meghan accuse British royal family of racism

Photo: Joe Pugliese/Harpo Productions via Reuters

Prince Harry and Meghan Markle delivered a devastating indictment of the U.K. royal family in their conversation with Oprah Winfrey: Both said unnamed relatives had expressed concern about what the skin tone of their baby would be. And they accused "the firm" of character assassination and "perpetuating falsehoods."

Why it matters: An institution that thrives on myth now faces harsh reality. The explosive two-hour interview gave an unprecedented, unsparing window into the monarchy: Harry said his father and brother "are trapped," and Markle revealed that the the misery of being a working royal drove her to thoughts of suicide.

Updated 6 hours ago - Axios Twin Cities

In photos: Thousands rally for George Floyd ahead of Derek Chauvin's trial

Demonstrators on March 7 outside the Hennepin County Government Center, where the trial of former Minneapolis police officer Derek Chauvin, charged with murdering George Floyd, will begin in Minneapolis, Minnesota. Photo: Chandan Khanna/AFP via Getty Images

Thousands of protesters marched through Minneapolis' streets Sunday, urging justice for George Floyd on the eve of the start of former police officer Derek Chauvin's trial over the 46-year-old's death, per AFP.

The big picture: Chauvin faces charges for second-degree murder and manslaughter over Floyd's death last May, which ignited massive nationwide and global protests against racism and for police reform. His trial is due to start Monday, with jury selection procedures.