Mike’s notes (attached here) on the DeepMind truthful auction model is, IMO, one of the most crucial things in his article for us in PPC to take notice of: linkedin.com/pulse/would-go… #ppcchat 
2/ That is, Google is trying to build an auction in which one entity controls every bidding aspect, and thus the auction structure itself becomes the entity. That entity then, is what Google will work to defend, to survive. #ppcchat
3/ This means making bidding decisions in an individual account, that is not necessarily aligned with the business objectives of that individual account, but of the group as a whole. The entity. #ppcchat
4/ e.g.,: you may bid on a specific brand as a loss leader, but it’s possible that Google's will (“truthful auction”) decide that isn’t the best scenario for the entity, thus determining auction bids & search term appearance choices on that rather than your ROAS target. #ppcchat
5/ TBF, some of this is speculative on my part, but seems to be the path taken here. All the more concerning when the “social bidding entity” is managed by… the one directly receiving the profits. Conflict of Interest, IMO! #ppcchat
6/ Still thinking on this… In other words, we're competing with each other, but we can't make individual strategic choices that Google doesn't believe "fit" into what they consider a "truthful auction". #ppcchat
7/ Google now becomes more than an automation provider, they become a Business Strategy Arbiter... ironically, there being no way they can know every decision and what works into the strategy of individual businesses. #ppcchat
