The Ever-Evolving Search Landscape: Unlocking Value and Charting the Future with Google

Birgit Boing & Michel Nienhuis

Join Google for a deep-dive on the value of Search and how AI is transforming its future. We’ll dive deeper into how advertisers and agencies are activating AI, both integrated AI and custom AI solutions. We’ll challenge how to look at results and measurement. Then, discover how profitability can be boosted using the latest AI-powered solutions based on 1P data integration.

Birgit Boing

Performance Lead NEGoogle

Birgit Boing is a Performance Lead in the Northern Europe region at Google, where she’s been driving performance marketing for Retailers since 2018. A frequent speaker at industry events, Birgit operates at the intersection of sales, marketing, and technology. She is also the Chairwoman for the VIA taskforce Data & Tech, where she is invested in creating a collaborative industry to fully maximize innovation for the growth of the advertising industry. Prior to Google, Birgit held various roles at media marketing agencies, specializing in media planning and buying, marketing effectiveness and strategy. With a background in Economics, Sociology, and Philosophy, she is passionate about the impact of AI on society.

Michel Nienhuis

Performance Lead NEGoogle

Michel Nienhuis is a Performance Lead for Google Northern Europe, originally from the Netherlands but based out of Norway. Over the last 8 years, he has advised Google’s largest performance clients in the Benelux and Nordics to help them drive better results with AI-powered strategies. Before Google, he worked for 5 years with Google Ads, performance marketing and product management in a leadership role at the Norwegian unicorn Gelato (Optimalprint). He holds degrees in geopolitics, business & IT from King’s College London and the University of Twente, the Netherlands.