Google Expands Demand Gen, Integrates Retailer Data Across Discovery Surfaces
Google has integrated its Demand Gen campaign type into the Commerce Media Suite, allowing brands to leverage retailer first-party audience and catalog data across YouTube, Discover, and Gmail for ad placements. This expansion provides closed-loop reporting for ad exposure linked to retailer purchase outcomes, extending retailers' ad reach beyond their owned platforms. The move aligns with the industry trend of off-site retail media activation.
Key Takeaways
- Demand Gen campaigns now use retailer first-party data via Commerce Media Suite for YouTube, Discover, and Gmail ad placements.
- The integration provides closed-loop reporting, linking ad exposure to retailer purchase outcomes, similar to existing DV360 integrations.
- This move expands retailers' ad reach beyond their owned platforms, bringing their audience data into Google's discovery inventory.
- Existing Commerce Media Suite partners like Best Buy Ads and Kroger Precision Marketing will leverage this new capability.
Why It Matters
This Google update significantly broadens the reach of retail media away from retailer-owned sites, allowing brands to target retailer first-party data on high-traffic Google properties. For retailers, it provides additional monetization avenues for their first-party data without direct data export, while brands gain enhanced attribution. The move signals an acceleration of off-site retail media activation, aligning Google with companies like Walmart Connect and Amazon DSP. Watch how quickly retailer partners integrate and report on the effectiveness of these new Demand Gen placements in driving actual sales.
Read full article at thekeyword.co
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source