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2019: The year Google rethought the audience creation, frequency cap, and measurement

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2019 was the year Google had to rethink the audience lists creation, the management of ad frequency and how it measures performance. New restrictions to third-party cookies (ITP and ETP) and new privacy laws (GDPR, and now CCPA) introduced new requirements how Google collects and uses data.

Google says third-party data is under pressure and is relying more on first-party data from users connected with Google services. Meghan Biron, Global Media Technology Manager at Google, last month wrote that Google is using “machine learning to predict how likely it is that people will visit different websites that are serving the same ads,” and is also “modeling campaign performance with machine learning when conversion tracking is disrupted by cookie constraints.”

In October, last year, Google started to use machine learning to manage ad frequency in DV360.

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GOOGLE

Google Workspace vs. Microsoft 365: What’s the best office suite for business?

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Google G Suite vs. Microsoft Office

Once upon a time, Microsoft Office ruled the business world. By the late ‘90s and early 2000s, Microsoft’s office suite had brushed aside rivals such as WordPerfect Office and Lotus SmartSuite, and there was no competition on the horizon.

Then in 2006 Google came along with Google Docs & Spreadsheets, a collaborative online word processing and spreadsheet duo that was combined with other business services to form the Google Apps suite, later rebranded as G Suite, and now as Google Workspace. Although Google’s productivity suite didn’t immediately take the business world by storm, over time it has gained both in features and in popularity, boasting 6 million paying customers, according to Google’s most recent public stats in March 2020.

Microsoft, meanwhile, has shifted its emphasis away from its traditional licensed Office software to Microsoft 365 (formerly Office 365), a subscription-based version that’s treated more like a service, with frequent updates and new features. Microsoft 365 is what we’ve focused on in this story.

Nowadays, choosing an office suite isn’t as simple as it once was. We’re here to help.

Google Workspace vs. Microsoft 365

Google Workspace and Microsoft 365 have much in common. Both are subscription-based, charging businesses per-person fees every month, in varying tiers, depending on the capabilities their customers are looking for. Although Google Workspace is web-based, it has the capability to work offline as well. And while Microsoft 365 is based on installed desktop software, it also provides (less powerful) web-based versions of its applications.

Both suites work well with a range of devices. Because it’s web-based, Google Workspace works in most browsers on any operating system, and Google also offers mobile apps for Android and iOS. Microsoft provides Office client apps for Windows, macOS, iOS, and Android, and its web-based apps work across browsers.

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