Google has introduced several updates to Performance Max, including increased visibility and reporting, and new budget planning tools in Google Analytics. These updates include exclusion from first-party customer lists and a cleaner way to avoid spending on existing users. The new tools use historical data to estimate conversions, revenue, and spend across channels, including non-Google platforms if cost data is imported. Advertisers can now model budgets and monitor pacing in the same platform used for reporting. This can help teams managing multiple channels make faster adjustments during a campaign. Google also introduced Veo 3, a video-making tool that can be used to create multiple video assets without traditional production. The move towards multiple creative variations in-market gives advertisers another way to keep up with expectations.