Category: In the News

If Google’s latest commerce announcements signal anything, it’s that the tech platform wants to own the shopper journey from discovery to purchase.

Last week, Google unveiled Universal Cart, dubbed an “intelligent shopping cart that works across retailers and across services,” including Gemini and search. In theory, a person could add things to their cart whether using Google search, Gemini, YouTube or Gmail. Once a product is added to cart, Universal Cart finds deals and price drops using Gemini models. When the shopper is ready to buy, they can check out using Google Pay.

Universal Cart is just one part of Google’s beefed up Universal Commerce Protocol (UCP). UCP is the groundwork that enables agentic shopping within Google’s ecosystem that launched in January. Other bells and whistles include buy-now and pay-later features and loyalty pricing.

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Campaign consistency has been a brand marketing best practice for decades. Changing media economics are turning it into a business necessity.

Data from ad measurement firm Extreme Reach (XR) showed that 17.9% of Super Bowl ad campaigns ran for six months or more last year, triple the number that ran for the same amount of time in 2023. It’s a reminder that after years of unbundling, creative and media are married after all — or at least engaged.

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