Google AI and Ads: Beavers Do What Beavers Do
December 20, 2023
This essay is the work of a dumb dinobaby. No smart software required.
Consider this. Take a couple of beavers. Put them in the Cloud Room near the top of the Chrysler Building in Manhattan. Shut the door. Come back in a day. What have the beavers done? The beavers start making a dam. Beavers do what beavers do. That’s a comedian’s way of explaining that some activities are hard wired into an organization. Therefore, beavers do what beavers do.
I read the paywalled article “Google Plans Ad Sales Restructuring as Automation Booms” and the other versions of the story on the shoulder of the Information Superhighway; for example, the trust outfit’s recycling of the Information’s story. The giant quantum supremacy, protein folding, and all-round advertising company is displaying beaver-like behavior. Smart software will be used to sell advertising.
That ad DNA? Nope, the beavers do what beavers do. Here’s a snip from the write up:
The planned reorganization comes as Google is relying more on machine-learning techniques to help customers buy more ads on its search engine, YouTube and other services…
Translating: Google wants fewer people to present information to potential and actual advertisers. The idea is to reduce costs and sell more advertising. I find it interesting that the quantum supremacy hoo-hah boils down to … selling ads and eliminating unreliable, expensive, vacation-taking, and latte consuming humans.
Two real beavers are surprised to learn that a certain large and dangerous creature also has DNA. Notice that neither of the beavers asks the large reptile to join them for lunch. The large reptile may, in fact, view the beavers as something else; for instance, lunch. Thanks, MSFT Copilot. Good enough.
Are there other ad-related changes afoot at the Google? According to “Google Confirms It is Testing Ad Copy Variation in Live Ads” points out:
Google quietly started placing headlines in ad copy description text without informing advertisers
No big deal. Just another “test”, I assume. Search Engine Land (a publication founded, nurtured, and shaped into the search engine optimization information machine by Dan Sullivan, now a Googler) adds:
Changing the rules without informing advertisers can make it harder for them to do their jobs and know what needs to be prioritized. The impact is even more significant for advertisers with smaller budgets, as assessing the changes, especially with responsive search ads, becomes challenging, adding to their workload.
Google wants to reduce its workload. In pursuing that noble objective, if Search Engine Land is correct, may increase the workload of the advertisers. But never fear, the change is trivial, “a small test.”
What was that about beavers? Oh, right. Certain behaviors are hard wired into the DNA of a corporate entity, which under US law is a “person” someone once told me.
Let me share with you several observations based on my decades-long monitoring of the Google.
- Google does what Google wants and then turns over the explanation to individuals who say what is necessary to deflect actual intent, convert actions into fuzzy Google speech, and keep customer and user pushback to a minimum. (Note: The tactic does not work with 100 percent reliability as the recent loss to US state attorneys general illustrates.)
- Smart software is changing rapidly. What appears to be one application may (could) morph into more comprehensive functionality. Predicting the future of AI and Google’s actions is difficult. Google will play the odds which means what the “entity” does will favor its objective and goals.
- The quaint notion of a “small test” is the core of optimization for some methods. Who doesn’t love “quaint” as a method for de-emphasizing the significance of certain actions. The “small test” is often little more than one component of a larger construct. Dismissing the small is to ignore the larger component’s functionality; for example, data control and highly probable financial results.
Let’s flash back to the beavers in the Cloud Room. Imagine the surprise of someone who opens the door and sees gnawed off portions of chairs, towels, a chunk of unidentifiable gook piled between two tables.
Those beavers and their beavering can create an unexpected mess. The beavers, however, are proud of their work because they qualify under an incentive plan for a bonus. Beavers do what beavers do.
Stephen E Arnold, December 20, 2023
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