Where is Google Headed with Measurement?

<p>Google Marketing Live 2023: Key Announcements, AI in Search, and the Future of Measurement</p><p>Simon and Jim unpack the highlights of Google Marketing Live 2025. Fresh from the conference, Simon "delves" (yes, AI was a big part) into key announcements, including AI in Search, AI Max for Search, VEO advancements, and measurement challenges.</p><p>They discuss the excitement around AI mode, scenario planning in Google Analytics, and the evolving landscape of Marketing Mix Modeling (MMM).</p><p>Additionally, they touch on insights from Google's new tools and partnerships, underscoring a shift towards more integrated and accessible marketing strategies.</p><p><br /></p><p><a href="https://youtu.be/-A0tQyxSsuI" target="_blank" rel="ugc noopener noreferrer">▶️ Watch on YouTube</a></p><p><br /></p><p>00:00 Introduction and Casual Banter</p><p>00:15 Google Marketing Live Highlights</p><p>01:23 Shaq and T-Pain at GML</p><p>03:19 Measurement Announcements at GML</p><p>05:13 Incrementality Testing</p><p>13:01 Google Analytics and Attribution</p><p>20:44 Meridian Scenario Planning</p><p>25:21 Making MMM Accessible: A Double-Edged Sword</p><p>25:57 The Complexity of Tagging and MMM</p><p>28:14 Validation and the Dangers of Simplification</p><p>32:11 AI's Role in MMM and Marketing</p><p>37:48 Google Marketing Live: Key Announcements</p><p>38:53 The Future of AI in Search and Advertising</p><p>42:42 VEO and the Evolution of Creative Development</p><p>47:37 Final Thoughts and Community Engagement</p>