Where is Google Headed with Measurement?

Google Marketing Live 2023: Key Announcements, AI in Search, and the Future of MeasurementSimon 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.They discuss the excitement around AI mode, scenario planning in Google Analytics, and the evolving landscape of Marketing Mix Modeling (MMM).Additionally, they touch on insights from Google's new tools and partnerships, underscoring a shift towards more integrated and accessible marketing strategies.▶️ Watch on YouTube00:00 Introduction and Casual Banter00:15 Google Marketing Live Highlights01:23 Shaq and T-Pain at GML03:19 Measurement Announcements at GML05:13 Incrementality Testing13:01 Google Analytics and Attribution20:44 Meridian Scenario Planning25:21 Making MMM Accessible: A Double-Edged Sword25:57 The Complexity of Tagging and MMM28:14 Validation and the Dangers of Simplification32:11 AI's Role in MMM and Marketing37:48 Google Marketing Live: Key Announcements38:53 The Future of AI in Search and Advertising42:42 VEO and the Evolution of Creative Development47:37 Final Thoughts and Community Engagement