Insights from GML 2025

When advertising networks (aka ad networks) first emerged, they changed the way marketers reached audiences online. One of the earliest players was DoubleClick, founded in 1995 by Kevin O’Connor and Dwight Merriman. It quickly became a pioneer in the space and, after surviving the dot-com bubble, was acquired by Google in 2008 for $3.1 billion.

Fast forward to 2018 and Google rebranded its suite of advertising products, consolidating Google AdWords and DoubleClick into Google Ads, Google Marketing Platform, and Google Ad Manager.

Now, in 2025, we’re not just talking about new ad formats or feature updates. The shift in the paid advertising landscape has been momentous. Google Marketing Live isn’t just an annual roadmap anymore, it’s a glimpse into how AI is rewriting the rules of digital advertising. If you’re running ads, planning campaigns, or advising clients, here are the key takeaways you need to know (you can read Googles Blog here)

The Rapid Evolution of AI in Advertising

The pace at which AI is transforming our industry is astounding and for someone who loves technology, I’m geeking out massively on this. Just a year ago, we were exploring basic AI applications in ad creatives. Now, we're looking at advanced tools like VEO 3 for cinematic video creation and Imagen 4 for high-quality image generation. Google's introduction of AI Agents that can analyse performance and suggest optimisations indicates a move towards more automated campaign management.

What this means for us: Embracing these AI tools can enhance efficiency, but it's essential to maintain a balance between automation and human insight to ensure campaigns remain authentic and effective.

Lowering the Barrier to Entry

Google's AI advancements are making it easier for newcomers to enter the advertising space. Features like AI Marketing Agents simplify campaign setup and management. While this democratises advertising, it also means increased competition.

Our approach: We need to leverage our expertise to create more personalised and strategic campaigns that stand out in a crowded marketplace.

Transforming the Shopping Experience

AI is revolutionising online shopping. Features like virtual try-ons and 360-degree product views are enhancing user engagement. These tools can reduce return rates and increase customer satisfaction.

Action point: Integrating such interactive elements into our campaigns could significantly boost conversion rates and customer loyalty.

Shift from Granular Controls to Automation

There's a noticeable move away from detailed manual controls towards broader automation. While this streamlines processes, it also reduces the level of control advertisers have over specific campaign elements.

Strategy: We should focus on understanding and adapting to these automated systems to ensure our campaigns align with our brand values and objectives.

Emphasis on YouTube and Influencer Marketing

Google is investing heavily in YouTube and influencer partnerships. The introduction of the Creator Partnerships Hub aims to facilitate collaborations between brands and content creators.

Opportunity: Exploring partnerships with relevant influencers could amplify your reach and resonate more deeply with your target audience.

Repackaging of Existing Features

Some of Google's "new" features are essentially rebranded versions of existing tools. For instance, the "Power Pack" combines elements like Broad Match and Dynamic Search Ads.

It's important to critically assess these updates and determine their actual value to our campaigns rather than getting caught up in the hype.

Google's Assertive Positioning

Google's presentation style at GML 2025 was notably assertive, emphasising their dominance in the industry. While confidence is good, it's essential to remain critical and make decisions based on data and performance metrics.

Our focus should still remain on creating authentic, data-informed campaigns that prioritise our audience's needs and preferences.

Want some advice on your Google campaign, get in touch.