Google has started automatically filling the Video assets section in Google Merchant Center Next, which previously appeared empty in many accounts despite launching in September 2025.
Videos are now being pulled in from external sources, primarily connected YouTube channels, confirming Google’s plan announced at Google Marketing Live 2025 to create a centralized video asset hub inside Merchant Center.
This signals Merchant Center’s evolution from a feed management tool into a unified creative library powering Shopping, Performance Max, and future AI-driven shopping experiences.
Advertiser takeaway: YouTube and website videos may now automatically become usable ad creatives, making video governance and channel strategy increasingly important.
Source: Hana Kobzová
