Google expands Commerce Media suite for brands and retailers

By Anu Adegbola

Published: June 19, 2025 at 2:30 pm

Google is bringing its full Commerce Media capabilities to market, giving brands and retailers more AI-powered tools to collaborate, optimize campaigns, and drive measurable results.

What’s new:

Performance Max. Retail media networks like Roundel can now measure online, app, and in-store sales in Performance Max via Search Ads 360.

Campaign expansion. Google Ads now supports Search, Shopping, and Demand Gen campaigns for commerce media — beyond just Performance Max.

More catalog control. New self-service options in Google Ads allow retailers and marketplaces like Shopee, Rakuten, and Flipkart to share product catalogs directly with brand partners.

YouTube gets retail ready. Brands can now scale off-site retail media campaigns via Display & Video 360, bringing commerce opportunities to YouTube.

Deeper measurement. A new pilot enables product-level attribution — helping brands and retailers tie media spend to product and category-level sales.

Why we care. As retail media becomes a key driver of digital advertising growth, Google is positioning itself as a central platform that connects brands and retailers with scale, transparency, and performance — across Search, YouTube, and the open web.

What’s next. Brands and retailers interested in joining the beta program can contact their Google account teams to get started.

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Advertising Technology Britney Spears Demand generation Digital marketing Google Google Ads Performance-based advertising Rakuten Retail media SA360 Shopping YouTube

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About the author

Anu Adegbola

Paid Media News Editor, Search Engine Land

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, AdWorld Experience (Bologna, IT) and more.