Google Expands Commerce Media Tools to Brands and Retailers, Taps YouTube and Flipkart in New Ad Push

Google has launched a beta rollout of its expanded Commerce Media tools across Google Ads, Search Ads 360, and Display & Video 360. The update gives brands and retailers sharper control, clearer data, and better campaign reach—especially when tapping into Google’s vast ad infrastructure.

Retailers can now measure sales performance using both online and offline data. Roundel, Target’s retail media arm, is the first network to support offline sales tracking directly inside Search Ads 360 via Performance Max campaigns. This means marketers can link ad spend with actual revenue—not just clicks or views.

Google Ads also now supports broader campaign types like Search, Shopping, and Demand Gen for brands working with online marketplaces. Retailers like Shopee, Rakuten, and Flipkart can share their product catalogs directly with brands, removing the need for third-party middle layers.

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On the video front, Display & Video 360 extends commerce ads to YouTube. That lets advertisers reach shoppers on a platform where product discovery and brand engagement happen in real time.

Google is also testing product-level measurement. Brands can now track ad effectiveness down to individual product SKUs or categories—something advertisers have long requested.

Retailers and advertisers interested in joining the beta can contact their Google account reps directly. With this launch, Google is making a clear move to capture more commerce-focused ad dollars—and give brands better tools to track how every cent performs.

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