John Bonham teaching his son 5 year old Jason to drum at their home. Jason went on to become a respected drummer in his own right, playing with various bands and eventually performing with the surviving members of Led Zeppelin at their reunion concerts, including the 2007 O2 Arena show.

We’re extending the deadline. We’ve heard your feedback loud and clear: you need more time to transition from Dynamic Search Ads (DSA) to AI Max. To give advertisers plenty of runway and not interfere with the busy Q4 period, we are shifting the DSA auto-migration deadline to February 2027. Here is what else you need to know: 1. We still strongly recommend using the manual upgrade tools as they become available in your account within the next couple of weeks for full oversight and control. 2. Automatically created assets and the campaign level broad match setting will still transition to AI Max as planned in September 2026. 3. We are bringing more reporting to final URL expansion (FUE). Look out for account-level reporting, a full slate of metrics for FUE assets, and bulk asset removal from the report table soon. 💡 Lastly, if you’ve stuck with me this far: You’ll be among the first to hear that AI Max is now officially the default setting when creating a Search campaign. During testing, new campaigns achieved their first conversion faster within the first two weeks. That’s big for any business, and especially for smaller teams where seeing immediate ROI is key. It comes with all the same controls and the option to toggle off AI Max settings if needed.

A sitting trustee is threatening to sue the very institution she is simultaneously charged with governing. This is a level of institutional dysfunction that is difficult to overstate.

On May 17, MSU Trustee Rema Vassar sent Kevin Guskiewicz a pre-litigation demand letter threatening to sue MSU for an amount greater than $25 million. The letter, in full, is included in this thread. For context, the families of the 2/13 shooting victims received $5M each. (1/6)

On May 17, MSU Trustee Rema Vassar sent Kevin Guskiewicz a pre-litigation demand letter threatening to sue MSU for an amount greater than $25 million. The letter, in full, is included in this thread. For context, the families of the 2/13 shooting victims received $5M each. (1/6)

First the web got flooded machines writing for humans. Now the machines are writing for machines. Welcome to the era of ~sloptimization.~ My latest for @TheAtlantic:

Here is our report. Spoiler alert. The insights are not very insightful :)