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title: MotiveMetrics | Blog | RSA
description: RSA | Our mission is to help businesses better understand their customers, align messaging to motivation at scale, and deliver an experience that resonates for each customer at every interaction.
---

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Topics AI Paid Search SEM Advertising Technology Artificial Intelligence Google Search Engine Marketing Advertising and Psychology Bing BERT Algorithm Consumer Behavior Customer Segmentation Machine Learning Psychology and Marketing Motivation Analysis Search Intent Context Engineering ETA Purchasing Behavior RSA Responsive Search Ads Zombie Keywords personality psychology shopping

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### [How RSAs Killed the ETA Star](https://blog.motivemetrics.com/eta-deprecation-how-ai-powered-rsas-killed-the-eta-star)

May 31, 2022

![blogbanner_etadeprecation_052522](https://blog.motivemetrics.com/hs-fs/hubfs/blogbanner_etadeprecation_052522.jpg?width=1888&name=blogbanner_etadeprecation_052522.jpg)

The deprecation of ETAs are a continuation of a Google strategy to automate the paid search customer journey using NLP and Machine Learning technology.  As innovations in AI advance, search engines are leveraging these technologies to enhance user experience by understanding the relationships between words in user queries and advertiser content in order to generate the best possible customer journey for every query.

[Read More](https://blog.motivemetrics.com/eta-deprecation-how-ai-powered-rsas-killed-the-eta-star)

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