Events & conferences

Google’s ad ecosystem is shifting fast.

Google’s universal cart is already rolling out in the US alongside new AI-native ad formats and product feed specifications. Learn how UCP works and what it means for your Merchant Center, your PMax and AI Max campaigns, and the teams responsible for both. Get ahead of it – before your competitors do.

Paying more to be seen less? You’re not imagining it. Across the ecommerce campaigns we track, CPCs are up while impressions are down — a double-squeeze rewriting the rules of Google Ads in 2026. Watch smec’s Mike Ryan, Head of Ecommerce Insights, as he breaks down the defining storylines of the year so far.