Last year Google made two surprising physical product launches.
Google Home, the voice driven home assistant, and Google Pixel, the iPhone beating fully integrated Google-from-the-ground-up phone.
Both devices have very different functions, but there is one common feature which PPC advertisers should be paying attention to: Google Assistant.
Both the Google Home and Google Pixel devices are the first to implement Google Assistant – their new natural language, context sensitive, conversational AI for the masses.
What does this mean for Search?
The first obvious impact is Search.
Even before voice search was around, Google already reported that 15% of all searches every day were brand new. Voice activation isn't new – it has been around for quite a while now in the form of 'Google Now' on Android phones for a while.
The change is that Google Now treated each command as separate but Google Assistant understands conversation and context – what you spoke about earlier can have a direct impact on what you search for now.
Such natural language, conversational, far-field voice activated searches means the already long tail, will now get even longer.
To capitalise on these AI improvements that are changing how users Search, we're inevitably going to need the help of AI on our targeting side to keep up with this exponentially rising complexity of the long tail: programmatic.
What does this mean for Display?
The less obvious impact will be Display.
Since one has to be logged in to use Google Assistant (eg. so it can lookup your Calendar appointments and email, for example), this means Google now has an active signal of what you're interested in *right now* – and on exactly which device, in real time.
Given that last year Google dropped the wall between login data and web session data, these new signals now combine to give Google a very rich and realtime view that means algorithmic Display targeting will get even more granular yet again.
Some of this login based, persistent identity targeting will be made available directly in Google Display Network and YouTube (eg. In-Market audiences).
However to be able to capitalise on this real time, per-device data, Google knows this is going to be the best advertisement for investing in DoubleClick programmatic.
If 2016 was the year of "Mobile First", 2017 marks the start of "AI First".
ABOUT THE AUTHOR
Adam Sugihto is founder of specialist, Melbourne based Pay Per Click agency and Google Certified Partner, Intentional. Since 2009, the Intentional team have driven online advertising for companies in global markets such as Prague, Paris, Tokyo, London, Shanghai, Bangkok, New York and LA; as well as being digital advisor and partner in the Australian domestic market for numerous household brands and NFPs.