Google Ads has introduced a new feature called commerce audience sharing that allows retailers and marketplaces to share their first-party data segments with advertising partners like brands and sellers. This enhancement is part of Google’s retail media strategy.
The new help page titled “About commerce audience sharing through Google Ads” outlines how commerce partners can securely share audience segments with eligible campaigns by linking their Google Ads account to the commerce partner’s Google Merchant Center and data sharing account. Both accounts must meet standard eligibility requirements, and only commerce media network campaigns can utilize shared audiences.
Commerce partners gain access to performance metrics, while advertising partners can see segment details such as name, customer type, and conversion data.
Read the official help page here: About commerce audience sharing through Google Ads.
This update was spotted by Hana Kobzová.