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

Bob Woodward: "I was not going to hide" my opinion on Trump

Bob Woodward didn't want to join Senate Republicans in privately condemning President Trump but declining to do so publicly, he told Jonathan Swan in an interview for "Axios on HBO."

Why it matters: Woodward has covered 9 presidents, but Trump is the first that Woodward explicitly described as "the wrong man for the job."

Watch the full Jonathan Swan interview with Bob Woodward

In the latest episode of "Axios on HBO," Jonathan Swan interviews Bob Woodward about his new book, "Rage," which was based on 19 interviews with President Trump.

2 hours ago - Science

3 dead and thousands evacuated as Northern California fires explode

A building at the Meadowood Napa Valley luxury resort burns after the Glass Fire moved through the area on September 28, 2020 in St. Helena, California. Photo: by Justin Sullivan/Getty Images

Three people have died in a wildfire in Northern California and tens of thousands were evacuated across the state, as firefighters contended with strong winds and dry conditions that saw blazes explode across the state on Monday.

Driving the news: Shasta County Sheriff Eric Magrini confirmed the deaths occurred as the Zogg Fire spread across 15,000 acres, forcing the evacuation of 1,200 people. More than for 5o,000 people, per AP.