I've written about broken attribution before. More than once. If you've been following along, you know my position: last-click measurement was always a simplification, AI amplifies whatever data infrastructure you feed it, and most mid-market businesses are optimizing against a distorted picture of reality before a single bid is placed. I'm not going to repeat all of that here. What I'm going to do is tell you what's actually changed recently, because Google just published a

There's a new evaluation happening before your prospect ever lands on your website. An AI tool has already compared you to three competitors, noted that your product descriptions lack specificity, and flagged that you don't show up in structured data feeds. And it may have recommended someone else. That's not a future scenario. That's what's happening right now, and the research is catching up to what a lot of us in performance marketing have been watching build for over a ye

Google just released research that confirms what most mid-market companies are getting wrong about paid media measurement. The answer isn't more data. It's better causality. There's a conversation that happens in boardrooms across North America every quarter. Marketing presents a stack of dashboard screenshots. The CFO looks at the numbers, nods, and then quietly redirects budget somewhere else. Not because the marketing isn't working. Because no one can prove that it is. Tha

The gap isn’t AI adoption. It’s the quality of guidance behind it. AI has moved from experiment to operational reality for most businesses. The question for owners and executives is no longer whether to engage with it. It's whether the person you're paying to guide you actually knows what they're doing. That distinction is where a lot of organizations are getting into trouble. The Competitive Gap Is Already Opening The numbers on this are not subtle: 71% of C-suite executives