Google’s bidding change exposes agentic advertising’s principal-agent problem

AdExchanger’s AdExchanger Guest reports that Google Ads now bids more aggressively toward a set target ROAS or CPA, even when historical performance beat that target, turning the target into a price rather than a ceiling.

Why it matters. Agencies must maintain independent performance baselines and disclose incentives, since platform-owned bidding systems have no obligation to preserve advertiser efficiency once a target is set.

Signal from adexchanger.com · AdExchanger Guest · read the original.

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