Google Ads has added commerce audience sharing, a way for retailers and marketplaces to hand first-party audience segments to the brands and sellers advertising with them, Search Engine Land reported. The feature targets retail media, where the retailer owns the customer data and the brand wants to reach it.
Setup runs through account linking. The retailer connects its Google Ads account to the matching Merchant Center account and to data-sharing accounts. Google’s eligibility requirements apply to the retailer and to the advertiser alike.
The scope is narrow. Shared segments work only in commerce media network campaigns, so a brand cannot carry them automatically into ordinary Search, Shopping, or Performance Max activity. Inside those campaigns, the advertiser sees the segment’s name, the type of customer it holds, and conversion figures. The retailer receives performance metrics showing how its audiences are used.
Brands that buy retail media should confirm which retail partners meet the eligibility bar, and plan on measuring these audiences separately from their standard campaigns.
Search Engine Land, reported by Anu Adegbola on October 8, 2026.
