Advertisers setting up Performance Max (PMax) campaigns in Google Ads are spotting something unexpected — video assets from their Twitter (X) ad accounts showing up in the “Suggested” section for creatives.
How it works:
- The discovered videos were automatically uploaded to a YouTube channel associated with the advertiser’s account.
- A transparency message confirmed the data’s origin: “Videos from other ad platforms are sourced by third-party provider @Pathmatics (by Sensor Tower).”
- Advertisers are prompted to confirm they have the legal rights to use and share the videos for Google Ads.
What Google says. Google Ads Liaison Ginny Marvin confirmed the feature is part of an experiment aimed at helping advertisers “add their own existing, high-performing social video assets into their Google Ads campaigns.”
She clarified it’s not connected to X (Twitter) ad inventory being available on the Google Display Network.
Why we care. This experiment shows Google Ads moving toward automated cross-platform asset integration, potentially saving time by reusing high-performing creatives from social campaigns. However, it raises important questions about data permissions, creative control, and transparency—areas marketers will need to watch closely as automation deepens.
Between the lines:
- This integration underscores Google’s increasing reliance on automation and data partnerships to lower creative barriers in PMax.
- Pathmatics’ involvement highlights the use of third-party intelligence to surface social ad assets, raising fresh questions about data sourcing and advertiser control.
First seen. This update was first spotted by Performance Marketing consultant Francesco Cifardi on LinkedIn.
The bottom line. For now, the feature remains experimental — but signals Google’s ambition to make PMax not just automated, but asset-aware across platforms.
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