Google’s E-Commerce Push to Fill the ‘Messy Middle’

Google's domination of the online ad market appears to have stalled since Amazon last year became the third-largest digital ad platform in the U.S. behind the Google-Facebook duopoly. This may have driven Google to accelerate its push into e-commerce, focusing on what it calls the “messy middle” — the space in the customer journey between what triggers the purchase and the actual purchase itself.

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