GOOGLE SEARCH ADS 360 GAINS RETAIL MEDIA CAPABILITIES

Summary from the TLDR Marketing newsletter

Google launched a closed beta in Search Ads 360 for off-site retail media campaigns. It claims to have created a privacy-centric way for participating brands to use their first-party data to fuel AI-powered Performance Max campaigns. Google said it will expand the beta to more retailers globally over the upcoming months and support additional retail media campaign types, including Microsoft campaigns.