GoogleWe’re bringing Google’s Commerce Media suite to brands and retailers.
Google正在将其Commerce Media套件扩展到品牌和零售商，该套件整合了Search Ads 360、Display & Video 360和Google Ads，提供由Google AI驱动的性能优化，同时给予用户必要的控制和透明度。最新更新已在Beta版中可用，旨在连接零售商和品牌，扩大触达范围。
在测量方面，Roundel成为首个零售媒体网络，允许在Performance Max中通过Search Ads 360测量线上、应用和线下销售数据。此外，Google Ads还支持Search、Shopping和Demand Gen广告活动，为品牌提供更全面的归因分析能力。
对于零售平台和市场，Google Ads改进了自助服务选项，使Shopee、Rakuten和Flipkart等平台能够与品牌共享产品目录，从而提升广告投放的精准度和协作效率。这有助于品牌在零售媒体环境中更有效地管理投放置信和透明度。
为提升站外规模，Google通过Display & Video 360将商务和零售媒体扩展到YouTube，帮助品牌和零售商在视频平台上触达更多潜在用户。同时，Google正在试点产品级测量，使品牌和零售商能够根据产品和品类销售数据评估媒体支出的效果，从而优化投放策略并实现增量提效。
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AppsFlyerWhat eCommerce brands get wrong about retail media measurement
Retail media networks report ROAS using different methodologies, causing up to 63% fluctuation across networks for the same campaign. This isn't a data quality issue but a structural one. Brands using multiple networks face a fragmentation tax where each network is its own source of truth, and budget decisions based on these irreconcilable figures are misleading. Independent measurement, applying the same attribution logic across all networks, is needed to reconcile data and enable confident cross-channel decisions. The signal infrastructure for this already exists from mobile measurement.
Moloco6 Myths About AI Personalization Limiting Your Retail Media Growth
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AppsFlyerIndependent Data Collaboration Platforms Are Gone — Except One
Data collaboration platforms are consolidating under ad-centric owners, threatening measurement neutrality. Publicis bought LiveRamp, WPP acquired InfoSum, and LiveRamp absorbed Habu, leaving AppsFlyer as the only major independent player. Brands must vet partners for conflicts: does the platform or its parent benefit from ad spend? Without independence, budget allocation and ROAS calculations may reflect agency incentives over actual performance. Key questions: revenue from ads, cross-channel attribution consistency, data governance, and auditable methodology.
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