Let me welcome you virtually to our beautiful new home. And what a home it is!
Bay View is an all-electric, net water positive campus with the largest geothermal installation
in North America. It has first-of-its-kind dragonscale solar skin and nearby wind farms that
power it on carbon-free energy 90% of the time. Today, I wanted to share with you how we
think about the future, so that we can all best partner with all of you in building it.
Thanks to the ad-supported internet, people can read news about their
hometown that’s 4,000 miles away or teach themselves the marimba. Free of charge.
The sum of all human knowledge is available — in every language and on a wide variety of devices.
But people are demanding a new relationship with the digital economy. And we can preserve openness
while also giving them confidence that their privacy is protected.
That’s why we continue to build helpful ad products that respect
people’s privacy and put them in control of what they see.
It’s up to all of us to evolve how advertising works on the internet.
For those moments when you’re looking to explore a topic or find inspiration, we’re transforming the Search results page
into an endless stream of visual ideas. So you can browse images, articles,
and videos to help satisfy your curiosity online. And there are so many moments where brands like yours
can provide helpful information that people need along the way.
It’s not just about being able to show up for specific keywords, but having the rich and visual
content that matches what the person is looking for, no matter how they express their needs.
Many of you have told us that you want deeper insights and more transparency.
You want to have more trust in what automation is doing.
I’m happy to say that we’re listening and so we’re going to give it to you.
Today, we’re announcing new ways to understand how automation drives results.
To start with, we’re introducing experiment tools for Performance Max, which means you’ll be able to run
A/B tests to measure the incremental uplift that each campaign is driving.
We deliver real-time trends about customer behavior on the Insights page.
This page is tailored to your business,
and it just covers a gamut of use cases.
By using audience insights, which will soon support first-party data,
you can learn more about your customer lists. We’re developing a full range of solutions so
you can go all-in on Video — at all stages of a user’s journey, and on every device.
To start we’ve been experimenting with ads in YouTube Shorts since last year, and we're
pleased to announce that we’re gradually rolling them out to all advertisers around the world.
Because people care about privacy,
we as an industry need to rewrite digital advertising for the next chapter.
Our goal is to build tools you can trust, so that you can be confident
that you’re properly valuing your ad spend in the new normal.
That’s why you need to have a full suite of privacy-safe measurement options,
to be resilient as things change in the future.
Specifically, this year, we’re going to give you the ability to run search and conversion lift tests,
including geo-experiments, directly in Google Ads and in Display & Video 360.
We’re partnering with you to find new ways to reach consumers that
align with privacy-safe advertising principles.
And you can see one example of this via our work in the Privacy Sandbox from Chrome and Android.
Later this year we'll expand our testing
of interest-based advertising and remarketing campaigns in Google Ads
and Display & Video 360 to incorporate these signals from the Privacy Sandbox APIs.
We're developing new technology that works for Google inventory and publisher partners
so that advertisers can deliver relevant ads and respect user privacy across the full ad ecosystem.
Ultimately, what we see happening today is paving the way for omnibuyers
in the next wave of omnichannel shopping. I call it — Intuitive shopping.
Here’s what I mean by intuitive…
In so many dimensions of our lives today, shopping
is happening seamlessly — while we’re scrolling the latest news updates on Google Discover,
checking email, or while planning a trip within Maps.
People are shopping in spontaneous moments throughout their day,
when you least expect it. But actually when you really appreciate it.
We’ve all been there. While searching on Google (of course!), we find the perfect product. The
right color, size, etc. Wouldn’t it be great if you could go straight to the merchant's
checkout page, with the chosen product already in your cart?
This is something we’ve been working on for quite a while and we call it “Checkout on Merchant.”
What was once a multi-step buying journey from Google to your site
is now transformed into just a few simple clicks.
Loyalty programs are an excellent way to create rich first-party experiences with your customers.
And there’s a huge opportunity to promote the value of your loyalty program before
shoppers even get to your website or to the front door of your store.
This is where Google can help make the difference — helping you win customers
at the moment they’re deciding which retailer to buy from.
That’s why, coming in the next few months, you’ll be able to
showcase your loyalty benefits on Google. It’s an important moment in time for our
industry, with multiple seismic shifts happening all at once.
Meeting with so many of you from around the world, I hear exactly what you’re up against.
Privacy is becoming more and more important.
People are changing how they engage with content,
doing old things in new ways and new things altogether.
Marketing is expanding onto more channels, making measurement more challenging and also
demanding that cross-team silos be broken down.
Each of these trends is accelerating, which heightens the urgency for us,
everybody in our industry, to act quickly.
It will take all of us partnering and changing, together.
It’s a big moment for all of us. I know that we can meet that moment by working together.
Thank you for joining us at Google Marketing Live.