It's no wonder that the paid media ecosystem has seen a significant shift recently, particularly when it comes to audience expectations of transparency and memorable experiences. The role of Google as a digital disruptor will undoubtedly continue into 2019 and beyond.
Search activity is now about the seamless integration of multiple channels. Google's recent changes to its platforms address the ongoing need for brands to better understand the customer journey and provides marketers with a more optimised platform to measure and enhance these channels. The tools are all there; it's now down to brands to leverage their full potential.