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• The Data Manager API adds RemoveAllAudienceMembers

  The latest Data Manager API release adds a RemoveAllAudienceMembers method, simplifying audience list clearing. For you, this means bulk audience resets get a clean programmatic route, so update integrations that removed members in batches.

• The Demand Gen Brand report starts rolling out

  The Brand report announced months ago is appearing in accounts. It shows branded searches generated per Demand Gen campaign and cost against branded-search trends over time.

• The deny list becomes the control panel for off-Amazon placements

  With Sponsored Products now running outside Amazon through Influencer Program creators, the long-ignored deny list is how advertisers control which creators and placements carry their products. This continues the off-Amazon expansion covered in Week 32.

• The EU adds a €3 per-item fee on low-value parcels

  Mike Ryan has flagged that, from 1 July, the EU will apply a €3 fee per item to low-value packages that were previously exempt under de minimis rules, affecting marketplaces such as Temu and SHEIN. The UK still allows de minimis, so some sellers may shift budget there.

• The EU advances its "Chat Control" message-scanning rules

  The European Parliament has passed a version of the "Chat Control" regulation that allows platforms to scan private messages, images, and files, with the regime set to run until at least April 2028. End-to-end encrypted services such as WhatsApp, Signal, and Telegram are exempt from the scanning.

• The EU AI Office gains daily penalties of up to 5% of worldwide turnover

  The AI Office can now levy penalties of up to 5% of average daily worldwide turnover, per day, against systemic AI providers including Google and Meta, as the AI Act's general-purpose model obligations harden. This continues the enforcement start covered in Week 31.

• The EU fines Google €890m in its first DMA penalties

  The European Commission fined Google €890m on 23 July across two Digital Markets Act decisions: €460m for self-preferencing its shopping, hotels, transport, and sports services in Search, and €430m for blocking Play developers from steering users to cheaper channels. Google has 60 days to comply or faces periodic penalties of up to 5% of worldwide turnover, and is weighing an appeal, while the US President criticised the decision as unjustified.

• The EU Right to Repair Directive applies to Amazon orders from 31 July

  The directive took effect on 31 July and applies to every EU Amazon order from that date, amending the Sale of Goods framework consumers already rely on. For you, this means repair obligations attach to EU sales, so review your policies for covered product categories.

• The EU tells Google how to open Android and share search data.

  The European Commission has adopted two DMA specification decisions covering Google. The first sets out how Android must open functionality to third-party AI assistants under Article 6(7), noting that alternatives currently cannot compete equally with Google's own AI services, and the second, which anonymises click and query data Google must share, with whom, and at what price under Article 6(11).

• The first academic study of ChatGPT Ads is out

  "The Beginning of ChatGPT Ads", to be published at AAAI/ACM AIES 2026, examines OpenAI's early advertising rollout from a computers-and-society perspective. For you, this means independent scrutiny of the new channel begins, so read it for a view beyond platform messaging.

• The GA4 SPY cheat sheet reaches version 2.0

  Brais Calvo Vázquez updated his GA4 SPY cheat sheet with more than 220 new parameters, including additions related to the Measurement Protocol. For you, this means a fresher reference for GA4's undocumented corners, so replace the copy your analysts saved eighteen months ago.

• The Google Ads API pilots secure access controls

  Google announced a pilot for more secure Google Ads API access on its developer blog. The pilot lets advertisers restrict sensitive API actions to approved applications only, adding a security layer over integrations.

• The Google Ads plugin can be installed in Claude Desktop again

  Ales Sturala has flagged that the Google Ads plugin can once again be installed natively in Claude Desktop. Anthropic's April 2026 release had removed the option to add custom plugin marketplaces; it is back, though hidden under a "+" button within Customise, which Niels M. located.

• Google government documents policy enforcement begins on 5 October 2026

  Google begins enforcing its government documents and services policy on 5 October, requiring official authorisation, matching services and regional targeting.

• The GTM Export Session feature enables shareable debugging files

  Jawad Ahmed has highlighted the Export Session feature in Google Tag Manager's Preview mode, which downloads a full debugging session as a JSON file containing Data Layer events, tag firing status, variables, and consent state: enabling reproducible debugging sessions to be shared without requiring live account access.

• The GTM QA reminder can save your implementation

  The QA reminder in Google Tag Manager prompts you to schedule a review after publishing a container. Set the reminder's date and time, and GTM Fixer will alert you to check your implementation.

• The Information predicts that OpenAI could acquire Pinterest in 2026

  The Information has listed a potential OpenAI acquisition of Pinterest among its 2026 predictions. The speculation suggests OpenAI would target Pinterest's image data, advertising infrastructure, and merchant relationships to expand into visual search and e-commerce.

• The Leads section starts appearing in accounts

  The Leads interface under Goals, Conversions, is now showing for some advertisers, listing every lead from Google-hosted lead sources. This continues the announcement covered in Week 29.

• The Manager Account API becomes generally available

  Amazon Ads made its Manager Account API generally available to advertisers and agencies with an approved Login with Amazon client. The API supports bulk account creation, account lookup, pagination, and programmatic updates to business details across managed accounts.

• The new Seller Central becomes mandatory and irreversible

  Amazon is rolling the new Seller Central to all users, with no option to revert once the transition completes and no timeline warning beforehand. For you, this means the old interface can disappear any day, so retrain teams and update SOPs now.

• The OpenAI Partner Network goes live

  OpenAI's Partner Network is now officially live, with applications open, a Partner Locator for finding partners by expertise, and training and enablement on a Partner Hub with badges and tiers, formalising the ecosystem announced last month. For you, this means agencies and consultancies can now certify OpenAI expertise, so expect partner badges to start appearing in vendor selection.

• The TrueClicks Google Ads in Claude Code adds full MCC support

  The Google Ads plugin for Claude Code and Cowork now lets you manage multiple accounts or an entire MCC in a few clicks. It answers the tool's most requested feature.

• The UK's under-16 social media ban forces a rethink of teen marketing

  Matt Navarra has argued that the UK's under-16 social media ban is prompting brands to reconsider how they reach younger audiences in a post that sparked wide discussion. His central point: what was called "youth marketing" was, for years, really platform marketing: brands buying placement on the platforms teens frequented, then layering research and targeting on top.

• The US DOJ backs Google's appeal against the EU's DMA fines

  Four days after the US President called the DMA fines illegal and discriminatory, the Department of Justice and state co-plaintiffs formally supported Google's appeal. This continues the €890m penalty story from Week 30.

• The video assets section is now actively populating in the Merchant Center

  The Video Assets section in Google Merchant Centre, first announced at Google Marketing Live 2025, is now actively populating with content from external sources, such as YouTube. Previously appearing empty in many accounts since its September launch, videos are now being automatically pulled in.

• Threads API adds ghost posts, text attachments, spoilers, GIFs, and tokenless embedding

  Meta has published a major update to the Threads API. New content capabilities include: cross-sharing a Threads post to Instagram Stories; long-form text attachments up to 10,000 characters with formatting; ghost posts: ephemeral text-only posts that auto-archive after 24 hours; spoiler tags for text, image, and video; and GIF support via GIPHY.

• Threads launches Dear Algo for AI-powered feed customisation

  Meta has launched Dear Algo on Threads, an AI feature that lets you adjust your feed by posting "Dear Algo" followed by what you want to see more or less of. Preferences apply for three days, and you can repost someone else's Dear Algo request to try their settings.

• Threads Marketing API expands with global App Ads and reply moderation

  Meta has updated the Threads Marketing API with two significant additions. App Ads can now be purchased globally on Threads, supporting APP_INSTALLS and app event optimisation for LINK_CLICKS or CONVERSIONS via Threads feed placement: using existing image, video, or carousel assets with no bespoke creative required.

• Three Meta API endpoints that surface what Ads Manager hides

  Bianca Bergshoeff has published a practitioner guide to three underused Meta API endpoints. The /insights endpoint slices performance beyond Ads Manager's standard breakdowns: by placement, age, gender, country, and frequency patterns: and includes creative ranking scores that can surface inefficiencies before they cost budget.

• Three new Ads Advisor features: proactive policy troubleshooting, 24/7 security, instant certifications

  Google has announced three additions to Ads Advisor, the AI agent in Google Ads, ahead of Google Marketing Live on 20 May. Proactive troubleshooting flags complex policy violations without prompting and walks advertisers through a fix path before submitting an appeal: initially covering unacceptable business practices, circumventing systems, and counterfeit goods.

• Three quiet GA4 changes all point at data quality

  Three recent GA4 release-note changes: spanning collection, processing, and reporting: each address how much you can trust the numbers. For you, this means Google is tightening GA4's data trustworthiness incrementally, so read the release notes before explaining anomalies to stakeholders.

• TikTok Ad Network opens for US targeting

  What US availability of TikTok Ad Network means for placement controls, creative review and measurement planning.

• TikTok adds Series Promotion for episodic entertainment content

  TikTok is rolling out Series Promotion, a new campaign type under the App Promotion objective, flagged by Emirhan Bayutmuş. The format lets entertainment brands promote original series created on TikTok to wider audiences, with targeting options to optimise for series engagement and viewer acquisition.

• TikTok Ads adds a 15-second views optimisation goal for Video Views campaigns

  TikTok Ads Manager now offers a "15-second views" optimisation goal for Video Views campaigns, alongside the existing 2-second and 6-second options. This targets users more likely to watch for at least 15 seconds.

• TikTok Agentic Hub brings AI skills to advertising workflows

  TikTok introduced Agentic Hub on 30 June, bringing together its own and partner AI skills for campaign management, creative work, reporting, audiences and catalogues.

• TikTok tests Buy Direct native checkout

  What advertisers and merchants should check before evaluating TikTok Buy Direct native checkout tests.

• TikTok joins Amazon and Walmart in third-party fulfilment

  TikTok now offers warehousing and 3PL fulfilment, letting sellers store inventory and fulfil orders across multiple sales channels. For you, this means TikTok Shop logistics mature toward marketplace standards, so compare its fulfilment economics before peak season.

• TikTok launches ad-free tier in the UK

  TikTok announced on 11 May 2026 that it is rolling out TikTok Ad-Free: a new ad-free subscription tier: to UK users aged 18+ over the coming months. The subscription costs £3.99 per month and provides an ad-free experience.

• TikTok launches Channel Sales Partner Program for SMB at scale

  TikTok has launched the Channel Sales Partner Program as part of its Marketing Partners Program. The programme recognises partners that meet TikTok's technical, operational, and go-to-market standards while driving SMB adoption through their platforms.

• TikTok launches Native Growth Campaigns

  TikTok has added a Native Growth Campaigns conversion type to ad accounts. The format promotes organic-style content for growth objectives.

• TikTok lets creators add and remove keywords from post metadata

  TikTok has rolled out an update letting creators add and remove keywords from post metadata, giving brands and creators direct input into how content surfaces in TikTok search. The change addresses one of TikTok's longest-running discoverability gaps: content has historically surfaced based on caption text, hashtags, and inferred topics, with no explicit keyword layer for creators to control.

• TikTok prompts an ad-free subscription feed

  Lucy Guest has flagged that TikTok now offers users an ad-free For You feed for a monthly fee, following YouTube, Facebook, and Instagram. Users who pay opt out of the ad inventory.

• TikTok expands Pulse Premiere to NFL club content

  TikTok’s renewed multiyear NFL partnership expands Pulse Premiere beyond the league’s main account to content from NFL member clubs.

• TikTok Shop mandates logistics providers, but Amazon MCF remains compliant

  Starting February 25, TikTok Shop requires US sellers to use only TikTok logistics: FBT, Upgraded TikTok Shipping, or Collections by TikTok. Seller fulfillment ends, stopping manual label printing and routing through unapproved 3PLs.

• TikTok Shop runs a two-week "Deals For You Days" against Prime Day

  TikTok Shop is running its Deals For You Days 2026 event from 17 June to 2 July, positioning it directly against Amazon Prime Day, flagged by Daniel Sodkiewicz. Where Prime Day runs four days, TikTok's promotion spans more than two weeks, giving sellers a longer window to reach shoppers through creator content, product discovery, and platform-wide promotions.

• TikTok tests Shopping Assistant for product questions

  How merchants can evaluate TikTok Shopping Assistant tests, product-answer quality and in-app browser checkout.

• TikTok Symphony adds longer videos with Seedance 2.5

  TikTok says Symphony with Seedance 2.5 supports videos up to 30 seconds and up to 50 image, video or audio references. Access is rolling out to selected paid advertisers in selected markets.

• TikTok upgrades Smart+ with Auto-select creative, ad preview, and Symphony Automation

  TikTok announced major upgrades to Smart+, its automated campaign solution. New features include Creative for Smart+ with Auto-select, which scans existing ads and eligible creator content from TikTok One to suggest top-performing creatives for your goals.

• TikTok USDS Joint Venture established with majority US ownership

  TikTok USDS Joint Venture LLC has been established in compliance with US regulatory requirements, enabling 200 million Americans and 7.5 million businesses to continue using TikTok. The majority American-owned joint venture will operate under safeguards protecting national security through data protections, algorithm security, content moderation, and software assurances.

• Top AI citation ranking factors compiled from 50+ studies

  Chris Long has surfaced an aggregated analysis of the top AI citation ranking factors: Cyrus S.'s synthesis across studies and research from Kevin Indig, Lily Ray, Michael King, Dan Petrovic, Rand Fishkin, Metehan Yeşilyurt, and others. The output: 54 distinct ranking factors around which the assembled expert opinions form a consensus.

• Top Insights opens fully in the Google Ads Overview

  Google has fully launched the AI-based Top Insights open beta on the Overview page. It surfaces the main performance impacts and insights per account.

• Top Stories appear in Google AI Overviews

  Google has begun showing news updates and Top Stories inside AI Overviews for mobile users in the United States. The stories appear in a carousel that also highlights a user's Preferred Sources, with further expansion expected.

• Creative news

  Sourced updates on creative.

• Measurement news

  Sourced updates on measurement.

• Paid search news

  Sourced updates on paid search.

• Paid social news

  Sourced updates on paid social.

• Retail media news

  Sourced updates on retail media.

• Strategy news

  Sourced updates on strategy.

• Track brand demand with an impressions-per-impression-share custom column

  Brad Geddes has shared an underused Google Ads custom column for brand campaigns: impressions divided by impression share, multiplied by 100. Trended over several weeks or months, it shows how many impressions each point of impression share was worth, revealing when brand search volume was rising or falling.

• Travel campaigns migrate to Search campaigns for Travel in Q3

  As planned, Google is migrating Travel campaigns to Search campaigns for Travel in Q3 2026, with no specific date announced. For you, this means another campaign type folds into Search's structure, so affected campaigns and watch account notices will appear during your migration window.

• TrueView consideration campaigns move to Video View Campaigns

  Google is upgrading TrueView in-stream and in-feed consideration campaigns to Video View Campaigns, widening them toward multi-format delivery. The notice indicates that campaigns which previously excluded YouTube Search may have that inventory included after migration.

• Trump signs an AI executive order with a voluntary frontier-model framework

  President Trump has signed an executive order, "Promoting Advanced Artificial Intelligence Innovation and Security," which establishes a voluntary framework for AI developers to engage with the federal government before releasing advanced models, as flagged by Luiza Jarovsky. Federal agencies are directed to design the framework by 1 August 2026.

• Two US rulings constrain algorithmic feeds for minors

  A New Mexico judge ordered Meta to pay $567m and imposed a 90-hour monthly usage ceiling for under-18 accounts, while a California federal judge ruled minors' algorithmic feeds are not protected speech, letting a law default teen feeds to one hour of chronological content proceed, with age verification due 1 January 2027. For you, this means teen reach on US social faces court-imposed ceilings, so model both rulings into plans that assume unconstrained distribution to younger audiences.

• Uber Advertising passes a $2.5bn run-rate

  Uber's advertising business added $1bn to its annualised run-rate in about fifteen months, growing from $1.5bn in May 2025 to more than $2.5bn. For you, this means ride and delivery surfaces are becoming a real retail-media contender, so evaluate Uber's formats where location intent fits.

• UCP Merchant Centre onboarding guide published

  Google has published the official onboarding guide for the Universal Commerce Protocol in Merchant Centre. UCP enables a native checkout button on eligible product listings in AI Mode and on Gemini.

• UCP-powered checkout spotted in Google AI Mode

  UCP-powered checkout is now appearing in Google's AI Mode shopping results. A prominent "Buy" button appears for Wayfair's free listing results, allowing users to complete purchases directly within the conversational interface.

• UK CMA announces approach to Apple and Google mobile ecosystem inquiry

  The UK Competition and Markets Authority has announced how it intends to proceed with its inquiry into Apple and Google's control over their mobile ecosystems. The investigation focuses on competition concerns in app distribution and mobile browsers.

• UK CMA publishes proposed conduct requirements for Google Search under DMCC

  The UK Competition and Markets Authority published proposed conduct requirements for Google under the Digital Markets, Competition and Consumers Act (DMCC). Proposals include mandatory search choice screens on Android and Chrome, publisher opt-out controls for AI features such as AI Overviews, fair ranking obligations that ban self-preferencing, and consumer data portability.

• UK pharmacy cross-border certification programme ending

  Google is updating its Healthcare and Medicines policy to end the cross-border certification programme that allows online pharmacies based in the United Kingdom to target Germany and Austria. The change takes effect in March 2026.

• UK regulator orders Google to disclose AI search click data

  The UK's Competition and Markets Authority has issued Google with a conduct requirement that will force it to disclose substantial data on AI search, including clicks, flagged by Lidia Infante. Google will have to provide impressions and clicks disaggregated from other search features, surfaced in a widely available platform such as Google Search Console, with AI clicks made trackable on-site so their quality can be assessed.

• UK regulator orders Google to rank search results fairly and transparently

  The UK's Competition and Markets Authority has imposed two new conduct requirements on Google's search services. Under the Fair Ranking requirement, Google must rank organic results: including in AI Overviews, but not sponsored results: using objective and non-discriminatory criteria, give businesses advance notice of significant ranking changes, and create a clear process for businesses to raise concerns.

• UK regulators open three drip-pricing investigations

  The Competition and Markets Authority opened investigations into Trainline, Virgin Atlantic, and RED Driving School over the presentation of mandatory fees. The cases are investigations rather than findings of infringement, but they sit within the UK's wider enforcement focus on transparent consumer pricing.

• Universal Cart launches as Google's intelligent agentic shopping cart

  Universal Cart is Google's new agentic shopping cart, announced at Google I/O on 20 May. Brodie Clark and Juozas Kaziukėnas both flagged the launch as the standout I/O ecommerce announcement.

• Universal Commerce Protocol adds Cart, Catalogue, and Identity Linking

  Google has announced three new optional capabilities for the Universal Commerce Protocol, the open standard designed to enable AI agents to interact with retailer infrastructure without hard-coded integrations. The additions reflect feedback from the first wave of UCP adopters and address practical gaps in the initial release.

• Universal Commerce Protocol expands to hotel booking and food ordering

  Universal Commerce Protocol (UCP): the open standard that makes Search, Gemini, Gmail, and YouTube into shoppable surfaces: is expanding into two new categories. Hotel booking integration is coming soon with launch partners including Amadeus, Booking.com, Expedia Group, Hilton, Marriott, Trip.com, Accor, Choice Hotels, IHG, and Wyndham.

• Universal Commerce Protocol setup arrives in Microsoft Merchant Centre

  UCP setup in Microsoft Merchant Centre enables merchants to add new store settings and product feed attributes to activate AI-powered shopping experiences in Copilot. Two-part setup: (1) update store settings (Return policy, Customer support) and product feed attributes in Merchant Centre; (2) set up checkout APIs for Copilot Checkout (closed pilot).

• [Update from last week] Google Ads' "Low activity" bulk tool now auto-enables paused keywords

  Google Ads' internal "Low activity system bulk changes" tool can now enable keywords, not just pause them. Francesco Cifardi reported seeing paused keywords being automatically reactivated in Change History: the first time he'd observed this behaviour.

• UploadClickConversions deprecated from 15 June: migration window narrowing

  Arpan Banerjee has flagged a second hard deadline from Google: UploadClickConversions is deprecated, effective 15 June 2026. After that date, the API method for uploading click-attributed conversions will no longer be supported, and integrations still using the deprecated endpoint will break.

• Uploaded Display Ads are now available in Demand Gen campaigns

  Dario Zannoni has also flagged the appearance of Uploaded Display Ads in Demand Gen campaigns, a new format that allows up to 20 static images in classic display sizes (300×250, 120×600, and others) in GIF, JPG, or PNG format. Ads created in this format will run exclusively on the Google Display Network.

• Uploaded display banners now serve through Demand Gen on the Google Display Network

  Google has extended Demand Gen campaigns to accept uploaded GIF, JPG and PNG banners directly, with the banners serving on the Google Display Network from within the same Demand Gen campaign. Thomas Eccel has flagged the rollout (with Dario Zannoni credited for the initial sighting) and frames the strategic significance: this is the latest signal of an ongoing Display-to-Demand-Gen migration, with a formal "upgrade" path no longer looking far-fetched.

• US Senators unveil bill to prevent scam ads on social media platforms

  US senators have introduced a bill that would require social media platforms to verify government-issued identification for advertisers or confirm the legal existence of businesses. The bill follows a report that Meta made up to $16 billion from scam ads in 2024.

• US Shopify stores face automated ADA and privacy lawsuits

  Plaintiff attorneys are using automated tools to scan US Shopify stores for ADA accessibility violations and data privacy breaches, filing quickly and pushing for settlements of $15,000 to $75,000 before legal fees. Emmanuel Flossie reports that most store owners have no idea they're at risk: and that most violations can be fixed in an afternoon.

• Use Meta geo bid modifiers before splitting a consolidated international campaign

  Curtis Howland has shared a practical tactic for managing multi-geography Meta campaigns in which one region underspends despite maintaining a good ROAS. Rather than splitting the underspending geo into its own campaign, which fragments the data and discards accumulated learnings, he applies a positive location-level bid modifier (value rule) to that geo, starting at around +20% and pushing to +50% if needed.

• Use the popularity_rank attribute instead of dropping out-of-stock products

  Ruben Runneboom has shared two feed-management pointers for Google Merchant Centre. He calls the relatively new popularity_rank attribute one of the most interesting Merchant Centre additions in years, since it lets advertisers send Google a much stronger signal about which products matter most.

• Vehicle ads data quality checks coming to Merchant Centre in mid-April

  Starting in mid-April 2026, Google Merchant Centre will begin surfacing data quality issues specific to Vehicle Ads within the account issues interface. The system will evaluate submitted vehicle data against corresponding landing page content and flag discrepancies across six dimensions: availability, visibility, condition, price, mileage, vehicle identification details (VIN, brand, model), and landing page URL validity.

• Vehicle ads expand to ATVs, UTVs, RVs, and trailers in the US

  Google Merchant Centre has confirmed that vehicle ads in the United States are expanding to support All-Terrain Vehicles (ATVs), Utility Task Vehicles (UTVs), Recreational Vehicles (RVs), and non-motorised trailers such as travel trailers and campers, starting May 2026. The expansion extends Google's lower-funnel, omnichannel vehicle ad format beyond traditional automobiles into the broader powersports and recreational-vehicle category.

• Vehicle ads expand to Spain, Italy, and Germany

  Google has made vehicle ads available to all vehicle advertisers in Spain, Italy, and Germany, with further country expansion planned. The format allows automotive advertisers to promote their full inventory to shoppers on Google.com, displaying vehicle image, make, model, price, kilometres, and advertiser name.

• Vehicle ads open to all advertisers in Japan

  Google has made vehicle ads available to all vehicle advertisers in Japan from June 2026. The lower-funnel format shows an image with make, model, price, and mileage, and clicks lead to the advertiser's vehicle description page.

• Vehicle inventory now surfaced inside Search text ads

  Google Ads has launched vehicle feeds on Search ads, allowing automotive advertisers to enrich their existing Search text ads with live inventory data from their Google Merchant Centre vehicle feed. The integration surfaces car make, model, price, and imagery alongside standard ad components: without requiring separate campaigns or targeting setups.

• VEO 3 to be integrated for free into Google Ads Asset Studio

  Google is planning to integrate VEO 3, its latest video generation model, into Google Ads Asset Studio at no additional cost. This will allow advertisers to generate AI-powered video assets directly within their campaign workflow.

• Veo video generation launches globally in Google Ads Asset Studio

  Google has made Veo, its generative video model, globally available within Asset Studio inside Google Ads. Advertisers upload up to three static images; Veo generates a unique video clip up to 10 seconds long from each, with fluid, natural motion added automatically.

• Lookalike segments extend to Video brand campaigns

  Google now documents Lookalike segments for Video brand campaigns and Demand Gen, using first-party seed lists to find people with similar characteristics.

• Video build: a SKU-level Demand Gen ecommerce campaign

  Joey Bidner walks through building a product-specific Demand Gen campaign with one video and one product per ad group, including how to get around the four-product minimum by editing after publishing. For you, this means a concrete pattern for SKU-focused Demand Gen, so borrow the structure where products deserve their own creative.

• Video campaign groups coordinate reach and frequency

  Google has introduced video campaign groups, which manage reach and frequency across multiple video campaigns while individual campaign settings stay in place. PPC News Feed reports the option is now available globally.

• Video guide: conversational attribute formatting for Google Shopping feeds

  Joey Bidner has produced a video on uploading conversational attributes to the Google Ads shopping feed, covering the attribute formatting and the thinking behind it: the part Google's documentation leaves unclear. For you, this means a practical walkthrough for the feed attributes that power AI matching, so useful if conversational attributes are on your feed roadmap.

• Video usage segment added to PMax channel reporting

  Google Ads has added a new "Ads using video" segment inside Performance Max Channel Performance reporting, allowing advertisers to break down results by whether video assets were actually used in a given placement. This addition complements the "Ads using product data" segment introduced in July 2025 and helps us understand which creative inputs are driving channel performance.

• View-through conversion (VTC) optimisation arrives in Demand Gen bidding

  View-through conversion optimisation is a new bidding enhancement for Demand Gen that lets campaigns include and optimise for view-through conversions alongside click-based conversions. The mechanic accelerates results by capturing conversions when users see an ad and convert later without clicking; scales conversion volume by allowing Google AI to bid on users most likely to convert via either path; and drives strategy alignment by adopting comparable approaches to paid social platforms, where view-then-buy behaviour is prevalent.

• Virtual Multipacks appear automatically in Ads.

  Christian Otto Kelm flagged that Amazon's Virtual Multipacks (VMP), which bundle units automatically and require sellers to opt out rather than in, are now also surfacing automatically inside Ads. Worth a check for sellers who never deliberately set up multipacks but may now be advertising them.

• VRC Non-Skip ads are now generally available globally

  Google has made Video Reach Campaigns with Non-Skip ads generally available globally in Google Ads and Display & Video 360. The format is optimised for CTV delivery and ensures your message is delivered in full.

• Walmart Connect audiences arrive in Google Display & Video 360

  Walmart Connect audiences are launching in Google Display & Video 360, announced by Google Marketing Platform. The collaboration lets brands combine YouTube's reach with Walmart Connect's omnichannel audiences, built on real shopping behaviour, to target high-intent shoppers streaming video on YouTube.