Brands can now tap retailer first-party data to run Demand Gen campaigns across YouTube, Discover and Gmail directly through Commerce Media Suite, expanding the reach of retail media beyond traditional onsite placements.

What’s happening. Google is expanding Commerce Media Suite to support Demand Gen inventory, creating a new way for brands and retailers to collaborate using shared audience data.

The update allows advertisers to activate retailer audiences across Google’s visual and discovery-focused surfaces while maintaining access to the retailer insights that power retail media campaigns.

Why we care. This update combines retailer first-party data with the scale of YouTube, Discover and Gmail, helping brands reach high-intent shoppers beyond retailer sites. It also provides better measurement by connecting ad exposure to actual sales.

How it works. Retailers make their first-party audience data available through Commerce Media Suite, enabling brands to activate those audiences through Demand Gen campaigns across Google’s properties.

Google AI then optimizes campaign delivery to drive conversions and sales throughout the customer journey, while reporting capabilities connect ad exposure with purchase outcomes, providing advertisers with greater visibility into campaign performance and business impact.

Key benefits:

  • Leverages retailer first-party data to reach relevant customers at scale.
  • Optimizes for conversions and sales using Google AI.
  • Simplifies campaign management through a shared data and activation framework.
  • Enhances reporting visibility by connecting digital engagement with final purchases.

The bottom line. The addition of Demand Gen inventory marks the next phase of commerce media’s evolution. As retail media networks look beyond owned-and-operated channels, brands are gaining new opportunities to combine retailer audience intelligence with Google’s reach across YouTube, Discover and Gmail.

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Anu Adegbola

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, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.