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The new Merchant API gives advertisers more scalable, feature-rich tools to manage product data while preparing for the Content API sunset.
Google is pushing advertisers toward a more modern, scalable infrastructure for Shopping integrations—bringing new capabilities (including AI tools) directly into scripting workflows.
What’s happening. Google Ads scripts will begin supporting the Merchant API starting April 22nd, as Google prepares to retire the Content API for Shopping on August 18th. The new API will be available as an Advanced API in the scripts editor, while the existing Content API remains usable until its official sunset.
What’s new: The Merchant API introduces a modular architecture, breaking functionality into sub-APIs that allow for faster updates, easier maintenance, and fewer disruptions. It also expands capabilities with features like the Google Product Studio API for generative AI, dedicated APIs for managing product and store reviews, and a Notifications API for real-time updates.
In addition, advertisers gain more control over data management, including supplemental product data, local and regional inventory, and promotions—all within a system designed for omnichannel use while still supporting legacy setups.
Why we care. The Merchant API gives advertisers more a more flexible way to manage product data at scale, especially for complex or omnichannel setups. It also introduces new capabilities—like AI-driven content tools and improved data handling—that can enhance feed quality and performance. Just as importantly, with the Content API being retired, adopting the new system is essential to avoid disruption and stay competitive.
Yes, but. Migration will require some adjustment—especially for advertisers with custom scripts or complex feed setups tied to the legacy API.
Bottom line. For advertisers using scripts, this is an opportunity to upgrade to a more powerful and scalable integration, unlocking new features while future-proofing Shopping workflows before the cutoff.
Dig deeper. Merchant API is coming to Google Ads scripts starting April 22, 2026
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