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Google

Google today is overhauling its marketing analytics platform, announcing today Google Attribution which will use machine learning to measure user engagement with ads across display, video, search, social, and their site or app, on any screen, all in one place. Google's ‎Sr. Director, Product Management Babak Pahlavan tells Axios, "The emphasis is on simplicity and availability to everyone."

Why it matters: Google's current marketing platform, Google Analytics, is the largest in the world but mostly just measures the lask-click that drove someone to take action on an ad. That created a perverse incentive for marketers to focus only on getting clicks, instead of on the marketing that drives engagement to get the click. (See Axios: Death of the Click for more details.) This is Google's attempt to broaden its focus and measure how users interact with content beyond just a click on a link.

Get smart fast: This is Google making a bigger play for brand ad dollars. Most major distributors in the digital ecosystem are trying to get some of the $70 billion spent in TV ad market — a market that mostly serves brand advertising, not direct-to-sale advertising. With last-click attribution, it was more difficult to make the case for buying brand ads on Google platforms (search, YouTube, etc.)

Cross-device marketing is big problem: The discovery of a product and the intention to buy it often occurs on mobile, but many times, the sale isn't carried all the way through on mobile, but rather desktop. The inability to track this intention could stall mobile ad sales. This fixes that problem by giving advertisers a way to follow users all the way to a transaction.

Go deeper

Felix Salmon, author of Capital
2 mins ago - Technology

Lina Khan's mission

Illustration: Aïda Amer/Axios

All of the world's trillion-dollar companies (with the exception of Saudi Aramco) are reportedly having what Protocol's Issie Lapowsky characterizes as "heart palpitations" over the appointment of Lina Khan as FTC chair. But don't expect anything drastic to happen soon.

Why it matters: Khan is the most fearsome foe that Big Tech could have imagined in America's top antitrust role — and her fans in Congress are making waves as well. But you'd never guess that from the giants' share prices, which have been hitting new all-time highs since the announcement.

Exclusive: EV charging providers to allow roaming across their networks

Illustration: Aïda Amer/Axios

Greenlots, Chargepoint and several other electric vehicle charging companies will allow roaming access across their networks, a move that could help speed EV adoption.

Why it matters: Your phone works on any mobile network, no matter which provider you use. And you can use any bank's ATM machine, regardless of where you keep your money. Now the same will be true of EV charging.

Ina Fried, author of Login
Updated 35 mins ago - Technology

Windows goes to 11

Screenshot: Axios

Microsoft on Thursday offered a first look at Windows 11, coming this holiday season. The new version changes both the look of the operating system as well as its underlying business model, as well as supporting Android apps for the first time.

Why it matters: Windows has been steadily losing market share on the desktop, which has itself lost prominence to smartphones.