Google’s Performance Max product has frustrated and bemused media buyers since its launch four years ago. In recent weeks, however, the tech giant has chosen to yield a little ground to marketers and buyers asking for more control. It’s testing a feature that enables media buyers to exclude inventory from third-party search partners and Google Display Network from Performance Max (PMax) campaigns, a change that allows practitioners a greater degree of control over PMax spending than previously possible. “It’s fairly significant,” said Sam Clarke, managing director and head of search at Crossmedia. “When PMax first came out, one of the…
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