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Dan is the Founder & CEO of MotiveMetrics (www.motivemetrics.com ). He has spent his career working with large enterprises at the intersection of revenue strategy and technology innovation. Today, he focuses on how AI and machine learning are reshaping paid search and how organizations must adapt to stay competitive.
Most advertisers approach paid search with the assumption that the system is designed to help their business succeed.
It’s not.
To understand why advertisers increasingly need their own AI systems, it’s important to understand how the Google ecosystem actually works.
Google Ads has always been predictive.
What’s changed is how prediction happens.
The platform has moved from rules-based execution to machine learning systems and now to AI-driven interpretation. Each layer operates differently. Each requires different inputs. Most advertisers have not adjusted.