Google’s unified video manager in Merchant Center is no longer empty. After months of showing up in accounts without visible content, the Video Assets section is now automatically populating with sourced videos.
Driving the news. Videos are now automatically pulled in, including content from external sources like YouTube.
- 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 saw a blank interface with no assets.
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, you may gain additional visibility across Shopping and Performance Max without extra upload work, but you’ll also need to ensure your YouTube and site videos are optimized for commerce. In short, video is becoming embedded in retail ad delivery, and if you manage it proactively, you’ll have a competitive edge.
Between the lines. By centralizing videos from your website, social platforms, and potentially AI-generated sources, Google is turning Merchant Center into a more comprehensive creative hub—not just a product feed manager. That aligns with the broader shift toward video-first shopping experiences across Search, Shopping, and Performance Max.
What to watch. It’s still unclear how performance reporting, optimization controls, and editing tools will evolve in the Video Assets section. But the shift from an empty placeholder to a populated library shows the infrastructure is now active.
First spotted. PPC News Feed founder Hana Kobzová first spotted this update.
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