New ad formats and measurement challenges caused friction with respect to gallery ads.
In favour of image extensions, which has a much lower barrier to entry, Google is ready to phase out its gallery ads. This would begin come August. The gallery ads failed to gain enough traction with categories other than auto.
Google will turn its focus towards image extensions, which currently is in closed beta. The company is testing gallery ads in desktop as well. These have earlier been mobile-only.
Google is also testing dynamic image extensions. In this, marketers can either manually upload image assets to their accounts or “go dynamic” wherein Google will automatically select images from advertiser sites.
[2 minute read]