Observed Signal · Jul 24, 2026 · Technical Release · Source: Digiday · Impact: 4/5 · Sentiment: Positive
Google tests PMax opt-outs for Search Partners and GDN
Google is testing a new Performance Max (PMax) feature that allows advertisers to opt out of Search Partners and the Google Display Network from PMax campaigns via two checkbox options in the PMax console. The feature is enabled by default but can be deselected, is currently described by Google as in 'alpha' and is being piloted with a limited group of advertisers. Several agencies in the U.S. and U.K. have seen the option appear in their dashboards or been granted access, while others report requests for access have been denied. The change continues a series of quiet PMax updates aimed at giving advertisers more control amid competitive pressures in search advertising and modest cooling in Google’s search revenue growth.
A technical release from a major platform (Google) that increases advertiser control over Performance Max can materially affect media-buying strategies and campaign spend across search and display.
Track Google Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Google is testing a PMax feature that lets media buyers exclude Search Partners and Google Display Network from Performance Max campaigns.
- The opt-out appears as two checkbox options in the PMax console; both are enabled by default but can be deselected by users.
- Google confirmed the feature is in 'alpha' and described it as a pilot launched with a limited group of advertisers.
- Multiple media agencies in the U.S. and U.K. have been granted access to the test; other agencies report requests for access have been denied.
- Alphabet reported search revenues rose 17% to $63.27 billion in Q2 (reported July 23, 2026).
Connected Companies & Entities
5 Entities mapped“A Google spokesperson confirmed that the feature remained in “alpha”, but declined to comment on why the company had chosen to add the featu...”
“Meanwhile, Google parent company Alphabet reported on July 23 that its search revenues rose 17% to $63.27 billion in second quarter....”
““It’s fairly significant,” said Sam Clarke, managing director and head of search at Crossmedia....”
“Kaitlin McGrew, head of SEM at indie media agency PMG, told Digiday the reporting and control features had led to a lift in PMax spending am...”
“Digiday spoke to media buyers based in the U.S. and U.K. that had been granted access to the feature, a level of access that seems to indica...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Amazon unveils new Alexa tablets with AI and Google Play
Amazon has announced a new generation of tablets under the Alexa brand, including the Alexa Tablet 12 Pro, Alexa Tablet 11, and Alexa Tablet 8. All devices run on Android, integrate the AI assistant Alexa+, and for the first time offer direct access to the full Google Play Store, allowing users to install apps like YouTube, Netflix, and Gmail alongside Amazon services. The tablets feature various screen sizes, processors, and battery lives, with prices starting at $229.99. A special Kindle reading mode and new kids' models with parental controls have also been introduced. Sales begin in North America on October 8, with shipping from October 14, and European availability, including Germany, starts October 19.
Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
OpenAI defends advertising in ChatGPT for humanity's benefit
At Advertising Week New York, OpenAI's VP of monetization partnerships, Samantha Jacobson, defended the company's move to introduce ads in ChatGPT, framing it as a way to make AGI benefits accessible to all, since not everyone can pay for subscriptions. She emphasized consumer trust as paramount, even at the expense of revenue, and contrasted ChatGPT's intent-based advertising with traditional demographic targeting, which she called 'creepy.' OpenAI's ad business has grown rapidly: ads launched in February, a self-serve ad manager in the US in May, and by late August reached a $1 billion annualized run rate, with tens of thousands of advertisers in over 40 countries. The company reportedly targets $2.5 billion in ad revenue this year and $100 billion by 2030. Jacobson's comments come amid broader industry skepticism about ad-funded models and privacy concerns.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.