Mike Ryan, Head of E-commerce Insights at Smarter Ecommerce, delves into the intricacies of Google Performance Max campaigns, revealing key insights for advertisers. He discusses the evolution of Smarter Ecommerce from humble beginnings and shares personal stories about relocating to Austria. The conversation also explores the regulatory landscape impacting big tech, particularly challenges faced by Google. Ryan emphasizes the need for a balanced approach to new marketing technologies and predicts shifts in e-commerce as the holiday season approaches.