Marketers and finance teams often face misunderstandings over money and performance, even with marketing mix-modeling. A study by Recast found only 10.9% of marketers felt very aligned with their company's finance team, while 26.7% felt aligned.

The update ensures campaigns have adequate budget for the initial "cold start" phase as AI models learn and optimize for performance, according to Mattia Tommasone of the Google Ads API Team.