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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

26 mins ago - World

Netanyahu and Israel reluctantly adjust to a post-Trump Washington

Netanyahu (R) and Biden in 2010. Photo: Avi Ohayon/GPO via Getty

Prime Minister Benjamin Netanyahu and his close aides are very nervous about the transition to a new U.S. administration after a four-year honeymoon with Donald Trump. One Israeli official told me it felt like going through detox.

What he's saying: Netanyahu congratulated Biden minutes after he was sworn in, saying in a statement that he looked forward to working together to "continue expanding peace between Israel and the Arab world and to confront common challenges, chief among them the threat posed by Iran."

Updated 1 hour ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. State of play: New coronavirus cases down, but more bad news ahead.
  2. Politics: Biden set to immediately ramp up federal pandemic response with 10 executive actions — Scoop: Joe Biden's COVID-19 bubble.
  3. World: Biden will order U.S. to rejoin World Health OrganizationBiden to bring U.S. into global COVAX initiative for equitable vaccine access.
  4. Vaccine: Amazon offers to help Biden administration with COVID vaccine efforts.
Dion Rabouin, author of Markets
3 hours ago - Economy & Business

First glimpse of the Biden market

Photo: Jonathan Ernst-Pool/Getty Images

Investors made clear what companies they think will be winners and which will be losers in President Joe Biden's economy on Wednesday, selling out of gun makers, pot purveyors, private prison operators and payday lenders, and buying up gambling, gaming, beer stocks and Big Tech.

What happened: Private prison operator CoreCivic and private prison REIT Geo fell by 7.8% and 4.1%, respectively, while marijuana ETF MJ dropped 2% and payday lenders World Acceptance and EZCorp each fell by more than 1%.