This week, the paid media world focused less on new tools and more on what’s changing beneath the surface.
Google expanded Performance Max into a new channel and offered long-awaited reporting visibility. Microsoft took a firm stance on brand safety by requiring Clarity across its publisher network. And one viral LinkedIn post questioned the effectiveness of Google’s newest “AI-powered” campaign model.
Each of these stories points to the same theme: Platforms are redefining what control and accountability mean for advertisers.
Performance Max Expands To Waze And Adds Channel Reporting
Google confirmed two changes for Performance Max campaigns.
The first notable update is that for PMax campaigns using “Store Visits” as a campaign goal, your business can now show up on Waze ads inventory. The business will show up as a “Promoted Places in Navigation” pin for users.
This update is for all advertisers in the United States, and no additional setup is required.
The second update is that Google rolled out Channel Reporting for all PMax campaigns. While this has been rolling out for a few months now, not every advertiser had this available.
Why Advertisers Should Pay Attention
Local intent now includes the navigation moment. If your brand depends on foot traffic, showing up while someone is driving near a location adds a fresh, real-world touchpoint.
The channel reporting update matters just as much. It helps shift PMax conversations from “trust the system” to “here’s where the system actually worked.”
In my opinion, this is progress on transparency and reach. It also adds variables you’ll be asked to explain.
The win isn’t “more placements.” The win is being able to connect surfaces to outcomes with fewer leaps of faith.
Microsoft Clarity Now Mandatory For Third-Party Publishers
Microsoft Ads Liaison, Navah Hopkins, shared an important announcement for all 3P publishers on Microsoft:
Screenshot taken by author, November 2025In her post, she mentions that all Microsoft Ads clicks need to make sure those pages have Microsoft Clarity enabled.
Her post got attention from the PPC industry, where she clarified in the comments that an official announcement from Microsoft will be coming out shortly. All Microsoft Ads partners have already been notified via email.
The post also sparked some questions and potential confusion about how Microsoft Ads wouldn’t be charged if they weren’t running Clarity.
Andy Hawes asked:
Thanks for this Navah Hopkins, but when you say “Any Microsoft Advertising clicks that do not have Clarity will be filtered out and result in nonbillable impressions/clicks.” Are you suggesting that if you don’t run clarity then you’re Microsoft Ads won’t cost anything? I’m assuming that is not the case? So could you explain that part please?
Hopkins clarified during the exchange:
Screenshot taken by author, November 2025Why Advertisers Should Pay Attention
Microsoft seems to be taking a…
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