Google marketing executive: We’ve made so many mistakes it’s embarrassing

Google has urged agencies to invest more time and energy in the digital arena as the search engine giant admitted it has made “many, many mistakes” in its attempts to develop cutting edge technology.

Joshua Spanier, marketing director global media at Google, said the company has regularly “screwed up” in its quest to develop digital advertising solutions.

Speaking at the Ad:Tech conference in Sydney yesterday, Spanier revealed Google was making significant headway in its work in the programmatic space as it looked beyond “direct response and immediate conversion” to in-depth analysis of brand lift.

But it has not been plain sailing, he candidly told delegates.