Jyll Saskin Gales shared that Gmail video ads just got a major (and unannounced) change. When users open a Gmail video ad on mobile, it now auto-plays the video and opens the advertiser’s website within the Gmail app.
This shift means “clicks” may now include users who never intended to visit the site, potentially inflating website traffic and remarketing lists.
If you’re running Demand Gen campaigns, check your Gmail placement metrics (segment by network). Watch closely if you’re using clicks-based bidding this holiday season.