Last month, our team met with Google and other top partners in NYC to actively shape the future of Search Ads 360 (SA360) and the search landscape as a whole.
We came prepared, bringing your feedback, questions and insights on the future of search directly to the source. Our mission was to ensure SA360 continues to evolve into the best-in-class platform to help you, our clients and advertisers, master the next generation of search. And we didn’t leave empty-handed. Here are the game-changing announcements you need to know about.
First on the list is one of the biggest updates SA360 users have been asking for: beta synchrony.
If you’re an active SA360 user, you know the drill: new features often roll out to Google Ads first, leaving you to play the waiting game. It’s been one of the most consistent requests from enterprise advertisers — and Google heard us loud and clear.
We’re thrilled to announce a major shift coming in 2026:
Together, these changes mark a new era of feature parity for SA360, giving enterprise marketers faster access to innovation and stronger tools to stay ahead. And Google’s not stopping there; the next big win is all about simplifying how you connect and activate your data.
For too long, lead-based businesses have struggled to fully leverage the unified reporting of the Google Marketing Platform (GMP) due to complex APIs or native Google Ads-only connections (like Salesforce).
Those days are officially behind us.
The rollout of Data Manager is a massive win. SA360 users can now easily connect, plug in, and activate their dynamic first-party data. With over thirteen supported connectors, including heavy-hitters like Amazon, Salesforce, and HubSpot, it is easier than ever for advertisers, big and small, to unlock and utilize their most valuable asset within the GMP.
| . PRO TIP: First Party Data Signals in CM360 & SA360 Ready to connect your 1st party data? Check out Google’s recent webinar for a deep dive into Data Manager capabilities or get connected with an Adswerve expert. |
Next up, Google is putting a serious stake in the ground with retail media. They’re unveiling a new suite of retail betas designed to maximize performance across the entire marketing funnel.
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Feature |
What It Is |
The Impact |
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Offsite Pilot |
A new closed beta allowing brands to use a retailer's first-party data to run off-site ad campaigns on channels like Google Search and YouTube. |
Helps brands reach a wider audience of shoppers while measuring sales that occur back on the retailer's site, maximizing performance with Enterprise Commerce media in one place. |
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Criteo On-Site Ad Integration |
A new partnership that brings on-site sponsored product ads directly into SA360. |
Brands can now manage on-site retailer ads alongside their Google and Microsoft campaigns, unifying control and reporting. This will expand to more ad inventory types in the future (timing TBC). See available inventory here. |
The Power of Integration: This unified approach is already showing massive results:
These developments signal a more connected, efficient, and data-rich future for SA360, putting true enterprise-level control directly in your hands.
This is the topic we know is on everyone’s mind and we drilled this home with Google.
With the increased utilization of features like PMax and the exposure of AI Overviews directly on the SERP, transparency is non-negotiable. We pushed back strongly, expressing our skepticism about AI-driven features that are often perceived as opaque “black boxes” due to a lack of detailed reporting.
The good news? Google recognizes that with the rise of AI, the demand for control, transparency, and adjustable levers is greater than ever, especially in an enterprise-level tool like SA360.
Moving forward, Google is committed to:
We are holding Google accountable to this promise, ensuring that the power of AI doesn't come at the cost of your confidence and control.
So, where does that control lead us? It’s taking us toward a future where media buying is personalized, predictive and powered by AI bidding.
Better yet, we’re not talking about the “black box” features of years past. Today’s solutions let you tinker under the hood and build sophisticated, proprietary ML models that are predicted, modeled, scored, scaled, and focused on customer propensity — all powered by your unique customer data.
During the panel, Google showed strong interest in how partners are layering proprietary Machine Learning (ML) models onto their tools. This gave us the opportunity to spotlight Adswerve’s advanced ML capabilities and our innovative integration with Google’s optimization framework, Phoebe.
Our custom ML modeling tool, AnDY, already powers success stories for customers like Avid Technology. By combining our intelligence with tools like Phoebe, we’re not just playing the game; we’re helping build it and proving that proprietary solutions can enhance Google’s best features for a true competitive advantage.
| . ADVANCED ML ACCELERATES IMPACT: AnDY by Adswerve If you’re ready to move beyond generic automation and take the next step in personalized, profit-driven bidding, reach out today. |
Our engagement at the recent Google Partner Panel was a critical step in driving the SA360 roadmap forward. We didn't just attend; we took your clear priorities on AI transparency, first-party data, and feature synchronization and made them the foundation of the discussion. This joint effort has helped Google and Adswerve shape SA360 into the powerful, predictable platform you need to succeed in 2026 and beyond.
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