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Ad buyers are finding that large chunks of impressions spent on Google’s artificial intelligence-fueled product, Performance Max (Pmax), are ending up in less desirable places, like on open web inventory and branded search terms.
One ad buyer, who requested anonymity to protect industry relations, found that around 80% of impressions on a Pmax campaign ended up on open web inventory. The rest landed on Google’s owned and operated properties like Search and YouTube. Five buyers told Adweek that Google-owned properties generally perform better, and they would rather not run ads against display inventory.