Targeting - Feed Archive

TL;DR — Microsoft and enterprise partners are building agentic commerce systems where AI agents handle discovery, conversion, and measurement for retailers. Real-world: Unilever's partnership with Google Cloud built agentic systems to automate buying and marketing intelligence. Pattern: 40% of enterprises will embed AI agents in applications by end of 2026 (up from <5% in 2025). Tactical implication: if you manage commerce or retail media, test Microsoft Shopping Ads with Copilot integration to offload bid management and creative optimization.

TL;DR — Google Ads added view-through conversion (VTC) optimization to Demand Gen campaigns, letting buyers bid directly toward YouTube view-through conversions instead of clicks. Google also extended its Commerce Media Suite to Demand Gen inventory, so retailers can target high-intent shoppers across YouTube, Discover, and Gmail using first-party catalog and conversion data. Tactical implication: switch video-heavy Demand Gen campaigns to VTC optimization this week and upload your product feed to Commerce Media Suite before the next retail push.

TL;DR — PayPal launched a platform that turns PayPal transaction data into targetable audience segments across Warner Bros. Discovery, Tubi, and Spectrum Reach, letting buyers tie streaming ad exposure to purchases. Separately, Unity's gaming audiences are available outside the Unity platform for the first time, with Index Exchange curating Unity-informed web and CTV inventory. Tactical implication: CTV buyers should test PayPal segments against their current audience stack and ask their DSP about Unity curation before committing upfront dollars.