Google Ads · Status at source date: Newsletter archive
Demand Gen Drop adds Commerce Media Suite support and view-through optimisation
Google has rolled out two updates to Demand Gen as part of the April Demand Gen Drop. Demand Gen in Commerce Media Suite extends retailer first-party catalogue and conversion data into Demand Gen inventory in Google Ads, building on existing Display & Video 360 and Search Ads 360 support.
This video plays in the original LinkedIn newsletter.
This video plays in the original LinkedIn newsletter.
What changed
The integration lets brands reach high-intent shoppers across YouTube, Discover, and Gmail using retailer signals rather than relying solely on their own first-party data.
View-through conversion optimisation for Demand Gen campaigns lets advertisers optimise toward view-through conversions on YouTube, aligning Google's bidding with how other ad platforms already credit upper-funnel video exposure.
Why it matters for advertisers
For you, this means that advertisers can now run both Demand Gen and a retail-media buy through a single optimisation surface. The view-through addition specifically narrows a measurement gap that has historically made YouTube-led Demand Gen look weaker than it actually was when benchmarked against Meta or TikTok video buys.
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Original newsletter text and archive evidence
Demand Gen Drop adds Commerce Media Suite support and view-through optimisation
Google has rolled out two updates to Demand Gen as part of the April Demand Gen Drop. Demand Gen in Commerce Media Suite extends retailer first-party catalogue and conversion data into Demand Gen inventory in Google Ads, building on existing Display & Video 360 and Search Ads 360 support. The integration lets brands reach high-intent shoppers across YouTube, Discover, and Gmail using retailer signals rather than relying solely on their own first-party data.
View-through conversion optimisation for Demand Gen campaigns lets advertisers optimise toward view-through conversions on YouTube, aligning Google's bidding with how other ad platforms already credit upper-funnel video exposure.
For you, this means that advertisers can now run both Demand Gen and a retail-media buy through a single optimisation surface. The view-through addition specifically narrows a measurement gap that has historically made YouTube-led Demand Gen look weaker than it actually was when benchmarked against Meta or TikTok video buys.
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