行业动态

Google added agentic commerce features for the holiday season: a Business Agent beta for YouTube ads, checkout through the updated Universal Commerce Protocol, and product feeds that take conversational attributes and loyalty data.

New measurement tooling in Google Ads: updated Data Manager integrations for first-party data, a Data Strength Uplift metric, and Meridian GeoX for geo experiments.

Judge Brinkema declines to make Google sell its AdX ad exchange and accepts behavioural remedies instead. Her opinion is sealed for 14 days and the two sides have 30 days to submit a joint proposed final judgment.

Search campaigns using automatically created assets or the campaign-level broad match setting are automatically upgraded to AI Max starting in September 2026.

August's Demand Gen drop: viewers can start conversations with brands on messaging apps straight from a Demand Gen ad on YouTube, travel ads surface local activities and real-time offers, and Multimodal Video Creation in Asset Studio is generally available.

AdExchanger: Standing On Principal; Google Ads Gets A Security Update

AdExchanger: Google Ads Launches New Tools For Mapping Incrementality

AI Max, previously Search-only, is extended to Shopping campaigns and travel-specific formats, using Merchant Center feeds to answer conversational queries.

Google retires most Privacy Sandbox technologies, citing low adoption: Attribution Reporting, Protected Audience and Topics (Chrome and Android), IP Protection, Private Aggregation and Shared Storage, Protected App Signals, Related Website Sets, SelectURL and SDK Runtime.

Google stopped serving political advertising in the EU ahead of the TTPA regulation taking effect on 10 October 2025, citing legal uncertainty in its definition of a political ad.

The European Commission fines Google 2.95 billion euros for favouring its own display ad technology and orders it to end the self-preferencing and the conflicts of interest along the adtech supply chain. Google said it will appeal.

MarTech: Google Ads rolls out AI Max search match type

AI Max for Search campaigns launches as a one-click beta suite (search term matching, text customization, final URL expansion) rolling out to all advertisers globally from late May 2025.

Chrome keeps third-party cookies with its existing choice in Privacy and Security Settings and will not roll out a standalone third-party cookie prompt. Incognito mode continues to block third-party cookies by default.

A US federal court rules that Google illegally monopolised the markets for publisher ad servers and ad exchanges; the government's claim of a monopoly in advertiser ad networks failed. Google said it will appeal.

MarTech: Google Ads rolls out Brand Report for enhanced advertiser insights

MarTech: Google Ads tests video asset option

AdExchanger: The Airbnb Waiting Game; The Google Ads Executive Overhaul

Confidential matching, which processes uploaded first-party data inside Trusted Execution Environments, becomes the default for every Customer Match data connection, including Google Ads Data Manager, at no extra cost.

AdExchanger: Google Ads Will Now Use A Trusted Execution Environment By Default

MarTech: Google Ads to deprecate enhanced CPC for search and display ads

MarTech: Google Ads unveils advanced performance planner for YouTube campaigns

AdExchanger: Google Ads, Analytics And Merchant Center Are Glitching Out Of Control. Here’s Why

MarTech: Google Ads hit by major reporting glitch, exposing competitor data

AdExchanger: A Google Ads Glitch Likely Triggered A Data Breach Within Google Merchant Center

Google abandons its plan to deprecate third-party cookies in Chrome and proposes instead to let people make an informed choice that applies across their browsing.

Google Ads removes the first click, linear, time decay and position-based attribution models; conversion actions still using them are switched to data-driven attribution in September 2023, with last click remaining as the alternative.

Similar audience segments are removed from all Google Ads and Display & Video 360 campaigns; Google points advertisers to optimized targeting and audience expansion instead.

The US Justice Department and eight states sue Google over its online advertising business, seeking to make it divest parts of that business.

政策变更美国4年前

Google Ads prohibits ads for content that contradicts the scientific consensus on the existence and causes of climate change, such as calling it a hoax; enforcement starts in November 2021. Ads on climate policy debate remain allowed.

Data-driven attribution becomes the default model for all new Google Ads conversion actions from October 2021, and its minimum data requirements are removed.