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- The (re)birth of 'X' & Google's black box
The (re)birth of 'X' & Google's black box
Nicky Barton
April 13, 2023
👋Hello! Welcome to the 2 new subs this week, pleasure having you here.👋There’s no commerce corner today, as Annalise travels around Radelaide - alright for some. Sports are good, aren’t they? As the Aussies surf to dominance at Bells, the good guys win the Masters and Wrexham makes more amazing content.
👀Things you may have missed👀
🤯The BIG stories🤯
Twitter or ‘Titter’ as we know it, is dead. Just to clarify this isn’t a clickbait article, (no, really!) Elon has gone into ‘super app’ mode and Twitter Inc is now under a shell called ‘X Corp’. Musk said previously “buying Twitter is an accelerant to creating X, the everything app.”
Coincidentally, there’s also a lawsuit with Laura Loomer at the mo, of which Twitter is a defendant. So after being sued by a right-winger for banning her account, Twitter is like, "Who, us? We don't exist anymore!" They merged into X Corp and left their parent company, to deal with the lawsuit. Classy move if so, Elon. The super-app does sound compelling though…
😎Cool & Creative😎
Who needs Miami or the Goldy when you have a retirement community in Florida? And who says seniors can't have fun? With Hard Mountain Dew, they can party like it's 1999 (or 1969, depending on their age). It's time to throw away the walkers and bring out the limbo sticks!
The ‘Definitely Over 21’ event helped Mountain Dew launch their new seltzer flavour and proved that you’re only as young as you feel. An excellent, creative idea that plays on stereotypes and brought the grey into colour. Love it.
🤓Technology & Tracking🤓
Google says "SEE YA" to old attribution models in Google Ads and GA4, making way for data-driven attribution. Google says fewer than 3% of Google Ads web conversions are attributed to the old models, so they are no longer useful and must go, PLUS you know just TRUST Google.
The age-old tale of ‘…just trust us. We can’t show you why you should trust us, but you know, just do it.’ Great article from Mi3, which states these changes may raise the alarm for smaller advertisers to resume last-click attribution, and we all know how that one ends.
If you think about it, we're in a position where we're spending money with Google to advertise. We're using Google ads to optimise, and we're using an attribution model that we don't understand because we can't see it to report on success … Google is reporting on that attribution, which you cannot see [the workings of] ... You're totally entrusting [everything to Google]
Gary Nissim