Google’s integrated GMC video heritage section manager within the Merchant Center is no longer available. After months of appearing on accounts without visible content, the video assets section is now automatically populated with found videos.
Driving news. The feature – first introduced at Google Marketing Live 2025 – was designed to centralize video content within the Google Merchant Center. It was first released in September, but many advertisers were seeing a blank interface with no displayed assets.
That has changed. Videos are now automatically downloaded, including content from external sources such as YouTube.
Why do we careThis confirms that Google is moving forward with its plan to make the Merchant Center a state-of-the-art hub ready for commerce, not just product delivery. With videos now automatically loaded, brands can get more visibility across Shopping and Performance Max without the extra work of uploading — but they’ll also need to make sure their YouTube and site videos are optimized for commerce.
In short, video is embedded in commercial ad delivery, and advertisers who manage it consistently will have a competitive advantage.
Between the lines. By combining videos from websites, social media, and potentially AI-generated sources, Google is building Merchant Center into a comprehensive creative hub — not just a product delivery manager.
That’s in line with a broader shift to a video-first shopping experience across Search, Shopping, and Performance Max campaigns.
What you can watch. It is still unclear how performance reporting, optimization controls, and editing tools will appear within the video assets category. But going from an empty placeholder to a fully populated library shows that the infrastructure is now working.
First seen. This update was first spotted by PPC News Feed founder Hana Kobzová.
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