Google’s unified video manager inside Merchant Center is no longer empty. After months of appearing in accounts without visible content, the Video Assets section is now automatically populating with sourced videos.
Driving the news. The feature — first introduced at Google Marketing Live 2025 — was designed to centralize video content inside Google Merchant Center. It began rolling out in September, but many advertisers were seeing a blank interface with no assets displayed.
That’s changed. Videos are now being pulled in automatically, including content from external sources like YouTube.
Why we care, This confirms Google is moving ahead with its plan to make Merchant Center a central hub for commerce-ready creative, not just product feeds. With videos now auto-populating, brands may gain additional visibility across Shopping and Performance Max without extra upload work — but they’ll also need to ensure their YouTube and site videos are optimized for commerce.
In short, video is becoming embedded in retail ad delivery, and advertisers who manage it proactively will have a competitive edge.
Between the lines. By centralizing videos from websites, social platforms, and potentially AI-generated sources, Google is building Merchant Center into a more comprehensive creative hub — not just a product feed manager.
That aligns with broader shifts toward video-first shopping experiences across Search, Shopping, and Performance Max campaigns.
What to watch. It’s still unclear how performance reporting, optimization controls, and editing tools will evolve inside the Video Assets section. But the shift from empty placeholder to populated library shows the infrastructure is now active.
First spotted. This update was first spotted by PPC News Feed founder Hana Kobzová.
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