Google is piloting a Performance Max feature that lets media buyers exclude Google Display Network and third-party search partner inventory from campaigns, according to Digiday. The controls appear as two checkboxes in the PMax console, both switched on by default, and some buyers found them added to their dashboards with no notice. Google confirmed the pilot is limited to a small group of advertisers but wouldn't say why it added the feature or when it opens up, while buyers at three agencies said their agency reps denied access requests. Buyers have spent four years complaining that PMax gave them no levers or visibility, and several treat Display Network and search partner slots as remnant inventory they were forced to accept. Alphabet reported Q2 search revenue up 17% to $63.27B, down from 19% growth a year earlier.
