Google adds shoppable CTV, creator hubs, and AI video tools
Google announced a suite of AI-powered features for its advertising platforms at its Google Marketing Live 2025 event. The updates, largely driven by the Gemini model, include new tools for video advertisers such as shoppable interactive ads on CTV, a 'creator partnerships' hub in Google Ads for managing creator collaborations, and generative AI for extending video creative into multiple aspect ratios. Other new capabilities affect Performance Max, Demand Gen campaigns, ads within AI Overviews, and measurement through Google Analytics and the open-source Meridian MMM solution.
Key Takeaways
- Shoppable CTV is coming to Demand Gen and Performance Max, with QR-code-based experiences rolling out globally in a few months.
- The new creator partnerships hub gives advertisers a central place to manage YouTube creator collaborations in Google Ads; it is available now in over 20 markets.
- Gemini powers Peak Points, which places ads at precisely timed moments inside YouTube videos; it is available now in English in the US, UK, Canada, and Australia.
- Google is extending generative video tools to resize and extend existing creative into missing aspect ratios, and the feature is available globally.
- Meridian Scenario Planner and the MMM Data Platform API add new measurement options, while Google Analytics is getting enhanced multi-touch attribution and cross-channel budget planning.
Why It Matters
Google is pushing more of the video ad workflow into its own stack: creation, creator management, shoppable formats, and measurement now span Google Ads, YouTube, Merchant Center, Analytics, and Meridian. For streaming-video advertisers, the immediate effect is more ways to run CTV and YouTube campaigns with purchase paths attached, plus more control over creative formats and attribution. The broader angle is that Google is tightening the link between discovery and conversion across its properties. Watch for when shoppable CTV rolls out globally and which campaign types get the new measurement and creative tools first.
Read full article at support.google.com
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