📰 News from Google Marketing Live 2024 and Meta Performance Marketing Summit 2024!
Google and Meta recently held their flagship events that cover latest developments for their marketing products, as well as how they are supporting advertisers measure and optimize marketing performance. When I was following news & comments about the events, here's a few things that stood out for me:
1️⃣ Focus on AI-driven advertising
As expected, both Google and Meta are heavily pushing AI-driven and more automated advertising. Both are talking a lot about their AI-branded products, such as Google's PMax and Meta's Advantage+, but also about incorporating AI-features across the board, e.g., in creative generation. In fact, when looking at Google's announcement notes (link in the comments), AI is mentioned 36 times 😅
2️⃣ Promoting Marketing Mix Modeling
Meta continues to promote MMM with its Robyn library, and Google is doing the same with Meridian. It's great to see these industry giants creating awareness for MMM.
3️⃣ Optimizing Meta campaigns based on external attribution data, like GA4?
The details are scarce on this one, but based on a post by Taylor Holiday (link in the comments), Meta seems to be working on a new feature that enables connecting external attribution data (e.g., from Google Analytics 4) for campaign optimization. If this would be about connecting a data source that would reveal incremental conversions driven by a campaign, this could be a really interesting direction. Because Meta's own attribution is not able to distinguish between incremental and non-incremental conversions. However, I'm worried that this is not about taking incrementality into account, but about enabling Google Analytics 4's last-click attribution for optimizing campaigns in Meta 🤔
What were your takeaways from the events?