This Week in Startups Google’s game-changing ad policy + Michael Dell on “Play Nice But Win,” stories from building a computing giant | E1293
Sep 29, 2021
Zach Coelius, an investor and former ad tech executive, dives into the strategic implications of Google's new ad attribution model, highlighting its impact on marketing budgets. Michael Dell, founder of Dell, shares riveting tales from his journey, including negotiating with industry giants like Steve Jobs and Bill Gates, and his $67B EMC VMware acquisition. He also discusses valuable lessons from his book, 'Play Nice But Win,' emphasizing the importance of ethics in business. It’s a fascinating intersection of tech evolution and entrepreneurial spirit!
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Google's New Ad Policy
- Google's new ad attribution policy shifts from "last-click" to a broader model.
- This change credits ads that influence purchases, even without clicks, similar to how TV and YouTube ads work.
Holistic Attribution
- Google's shift acknowledges that various touchpoints contribute to conversions.
- It aims to give credit to ads that build brand awareness and influence later purchases.
Ad Spend Optimization
- Be aware of how Google's black box attribution might shift your ad spend.
- Monitor conversions and understand where credit is being assigned to optimize your campaigns.
