Season 7, Episode 13: Google navigates the AI advertising era (with Dan Taylor)

On this week's episode of the podcast, I am joined by Dan Taylor, the Vice President of Global Ads at Google. We discuss the profound impact of generative AI on search behavior and the technological evolution required to support the next era of digital advertising. Among other things, we discuss:How the shift from keyword-based search to conversational intent will redefine the core mechanics of performance marketing attributionWhether the increased monetization of long-tail conversational queries can offset the potential traffic loss for traditional web publishersWhat role LLM-based ad ranking plays in reducing irrelevant placements and improving the overall efficiency of digital campaignsIf the consolidation of advertising tools into automated systems like Performance Max represents the final end of manual controlWhy the emergence of universal commerce protocols might eventually allow AI agents to handle the entire checkout process autonomouslyHow the return to marketing mix modeling and first-party data signals a broader renaissance in rigorous measurement techniquesThanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:⁠⁠⁠⁠INCRMNTAL⁠⁠⁠. True attribution measures incrementality, always on.Xsolla⁠. With the Xsolla Web Shop, you can create a direct storefront, cut fees down to as low as 5%, and keep players engaged with bundles, rewards, and analytics.⁠Branch⁠. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:YouTubeApple PodcastsSpotify