Introducing Omnimattes: A New Approach to Matte Generation using Layered Neural Rendering

Image and video editing operations often rely on accurate mattes — images that define a separation between foreground and background. While recent computer vision techniques can produce high-quality mattes for natural images and videos, allowing real-world applications such as generating synthetic depth-of-field, editing and synthesising images, or removing backgrounds from images, one fundamental piece is missing: the various scene effects that the subject may generate, like shadows, reflections, or smoke, are typically overlooked.

In “Omnimatte: Associating Objects and Their Effects in Video”, presented at CVPR 2021, we describe a new approach to matte generation that leverages layered neural rendering to separate a video into layers called omnimattes that include not only the subjects but also all of the effects related to them in the scene. Whereas a typical state-of-the-art segmentation model extracts masks for the subjects in a scene, for example, a person and a dog, the method proposed here can isolate and extract additional details associated with the subjects, such as shadows cast on the ground.

A state-of-the-art segmentation network (e.g., MaskRCNN) takes an input video (left) and produces plausible masks for people and animals (middle), but misses their associated effects. Our method produces mattes that include not only the subjects, but their shadows as well (right; individual channels for person and dog visualized as blue and green).

Also unlike segmentation masks, omnimattes can capture partially-transparent, soft effects such as reflections, splashes, or tire smoke. Like conventional mattes, omnimattes are RGBA images that can be manipulated using widely-available image or video editing tools, and can be used wherever conventional mattes are used, for example, to insert text into a video underneath a smoke trail.

Layered Decomposition of Video
To generate omnimattes, we split the input video into a set of layers: one for each moving subject, and one additional layer for stationary background objects. In the example below, there is one layer for the person, one for the dog, and one for the background. When merged together using conventional alpha blending, these layers reproduce the input video.

Besides reproducing the video, the decomposition must capture the correct effects in each layer. For example, if the person’s shadow appears in the dog’s layer, the merged layers would still reproduce the input video, but inserting an additional element between the person and dog would produce an obvious error. The challenge is to find a decomposition where each subject’s layer captures only that subject’s effects, producing a true omnimatte.

Our solution is to apply our previously developed layered neural rendering approach to train a convolutional neural network (CNN) to map the subject’s segmentation mask and a background noise image into an omnimatte. Due to their structure, CNNs are naturally inclined to learn correlations between image effects, and the stronger the correlation between the effects, the easier for the CNN to learn. In the above video, for example, the spatial relationships between the person and their shadow, and the dog and its shadow, remain similar as they walk from right to left. The relationships change more (hence, the correlations are weaker) between the person and the dog’s shadow, or the dog and the person’s shadow. The CNN learns the stronger correlations first, leading to the correct decomposition.

The omnimatte system is shown in detail below. In a preprocess, the user chooses the subjects and specifies a layer for each. A segmentation mask for each subject is extracted using an off-the-shelf segmentation network, such as MaskRCNN, and camera transformations relative to the background are found using standard camera stabilization tools. A random noise image is defined in the background reference frame and sampled using the camera transformations to produce per-frame noise images. The noise images provide image features that are random but consistently track the background over time, providing a natural input for the CNN to learn to reconstruct the background colors.

The rendering CNN takes as input the segmentation mask and the per-frame noise images and produces the RGB color images and alpha maps, which capture the transparency of each layer. These outputs are merged using conventional alpha-blending to produce the output frame. The CNN is trained from scratch to reconstruct the input frames by finding and associating the effects not captured in a mask (e.g., shadows, reflections or smoke) with the given foreground layer, and to ensure the subject’s alpha roughly includes the segmentation mask. To make sure the foreground layers only capture the foreground elements and none of the stationary background, a sparsity loss is also applied on the foreground alpha.

A new rendering network is trained for each video. Because the network is only required to reconstruct the single input video, it is able to capture fine structures and fast motion in addition to separating the effects of each subject, as seen below. In the walking example, the omnimatte includes the shadow cast on the slats of the park bench. In the tennis example, the thin shadow and even the tennis ball are captured. In the soccer example, the shadow of the player and the ball are decomposed into their proper layers (with a slight error when the player’s foot is occluded by the ball).

This basic model already works well, but one can improve the results by augmenting the input of the CNN with additional buffers such as optical flow or texture coordinates.

Applications
Once the omnimattes are generated, how can they be used? As shown above, we can remove objects, simply by removing their layer from the composition. We can also duplicate objects, by repeating their layer in the composition. In the example below, the video has been “unwrapped” into a panorama, and the horse duplicated several times to produce a stroboscopic photograph effect. Note that the shadow that the horse casts on the ground and onto the obstacle is correctly captured.

A more subtle, but powerful application is to retime the subjects. Manipulation of time is widely used in film, but usually requires separate shots for each subject and a controlled filming environment. A decomposition into omnimattes makes retiming effects possible for everyday videos using only post-processing, simply by independently changing the playback rate of each layer. Since the omnimattes are standard RGBA images, this retiming edit can be done using conventional video editing software.

The video below is decomposed into three layers, one for each child. The children’s initial, unsynchronized jumps are aligned by simply adjusting the playback rate of their layers, producing realistic retiming for the splashes and reflections in the water.

In the original video (left), each child jumps at a different time. After editing (right), everyone jumps together.

It’s important to consider that any novel technique for manipulating images should be developed and applied responsibly, as it could be misused to produce fake or misleading information. Our technique was developed in accordance with our AI Principles and only allows rearrangement of content already present in the video, but even simple rearrangement can significantly alter the effect of a video, as shown in these examples. Researchers should be aware of these risks.

Future Work
There are a number of exciting directions to improve the quality of the omnimattes. On a practical level, this system currently only supports backgrounds that can be modeled as panoramas, where the position of the camera is fixed. When the camera position moves, the panorama model cannot accurately capture the entire background, and some background elements may clutter the foreground layers (sometimes visible in the above figures). Handling fully general camera motion, such as walking through a room or down a street, would require a 3D background model. Reconstruction of 3D scenes in the presence of moving objects and effects is still a difficult research challenge, but one that has seen promising recent progress.

On a theoretical level, the ability of CNNs to learn correlations is powerful, but still somewhat mysterious, and does not always lead to the expected layer decomposition. While our system allows for manual editing when the automatic result is imperfect, a better solution would be to fully understand the capabilities and limitations of CNNs to learn image correlations. Such an understanding could lead to improved denoising, inpainting, and many other video editing applications besides layer decomposition.

Acknowledgements
Erika Lu, from the University of Oxford, developed the omnimatte system during two internships at Google, in collaboration with Google researchers Forrester Cole, Tali Dekel, Michael Rubinstein, William T. Freeman and David Salesin, and University of Oxford researchers Weidi Xie and Andrew Zisserman.

Thank you to the friends and families of the authors who agreed to appear in the example videos. The “horse jump low”, “lucia”, and “tennis” videos are from the DAVIS 2016 dataset. The soccer video is used by permission from Online Soccer Skills. The car drift video was licensed from Shutterstock.

Source: Google AI Blog


A new place for Black women in tech to tell their stories

During the summer of 2020, people all over the world demanded an end to police brutality against Black people and for action to be taken in the way Black people are seen and treated. This was accompanied by an awakening in the tech industry as well: A recognition that the tech community should play a major role in addressing racial bias and equity.  

This is part of why Google’s Women Techmakers decided to launch our Black Women In Tech storytelling campaign. 

Black women are underrepresented in the tech industry, and their contributions are not widely acknowledged and celebrated. The Black Women In Tech campaign will highlight the stories, experiences, and expertise of Black women in the American tech industry through things like community stories shared by Black women within and outside of Google.

We built this campaign by teaming up with Black illustrator Rachelle Baker, and Black stock photography company TONL. We also wanted to start a conversation about what “being in tech” means – and debunk the narrative that it only means you’re a developer if you live in Silicon Valley. On the Black Women In Tech website, you’ll find stories about program manager Yolanda Washington, a Bronx native, and Women Techmaker Madona Wambua based in Alabama. 

We also wanted to make sure that Black women interested in learning new skills could find the resources they needed. So we added a comprehensive list of the training resources Google provides for developers and founders.

Ultimately, we hope the campaign is an inspiration to the next generation of Black women considering a career in tech, and that Black women in the industry see themselves in these stories.

We know what equity should look like, but it takes the effort of everyone every day and at every step to achieve sustainable equity in the workplace.

To read the stories, discover the resources, and keep up with the campaign, visit the Black Women In Tech website.

A new place for Black women in tech to tell their stories

During the summer of 2020, people all over the world demanded an end to police brutality against Black people and for action to be taken in the way Black people are seen and treated. This was accompanied by an awakening in the tech industry as well: A recognition that the tech community should play a major role in addressing racial bias and equity.  

This is part of why Google’s Women Techmakers decided to launch our Black Women In Tech storytelling campaign. 

Black women are underrepresented in the tech industry, and their contributions are not widely acknowledged and celebrated. The Black Women In Tech campaign will highlight the stories, experiences, and expertise of Black women in the American tech industry through things like community stories shared by Black women within and outside of Google.

We built this campaign by teaming up with Black illustrator Rachelle Baker, and Black stock photography company TONL. We also wanted to start a conversation about what “being in tech” means – and debunk the narrative that it only means you’re a developer if you live in Silicon Valley. On the Black Women In Tech website, you’ll find stories about program manager Yolanda Washington, a Bronx native, and Women Techmaker Madona Wambua based in Alabama. 

We also wanted to make sure that Black women interested in learning new skills could find the resources they needed. So we added a comprehensive list of the training resources Google provides for developers and founders.

Ultimately, we hope the campaign is an inspiration to the next generation of Black women considering a career in tech, and that Black women in the industry see themselves in these stories.

We know what equity should look like, but it takes the effort of everyone every day and at every step to achieve sustainable equity in the workplace.

To read the stories, discover the resources, and keep up with the campaign, visit the Black Women In Tech website.

A new place for Black women in tech to tell their stories

During the summer of 2020, people all over the world demanded an end to police brutality against Black people and for action to be taken in the way Black people are seen and treated. This was accompanied by an awakening in the tech industry as well: A recognition that the tech community should play a major role in addressing racial bias and equity.  

This is part of why Google’s Women Techmakers decided to launch our Black Women In Tech storytelling campaign. 

Black women are underrepresented in the tech industry, and their contributions are not widely acknowledged and celebrated. The Black Women In Tech campaign will highlight the stories, experiences, and expertise of Black women in the American tech industry through things like community stories shared by Black women within and outside of Google.

We built this campaign by teaming up with Black illustrator Rachelle Baker, and Black stock photography company TONL. We also wanted to start a conversation about what “being in tech” means – and debunk the narrative that it only means you’re a developer if you live in Silicon Valley. On the Black Women In Tech website, you’ll find stories about program manager Yolanda Washington, a Bronx native, and Women Techmaker Madona Wambua based in Alabama. 

We also wanted to make sure that Black women interested in learning new skills could find the resources they needed. So we added a comprehensive list of the training resources Google provides for developers and founders.

Ultimately, we hope the campaign is an inspiration to the next generation of Black women considering a career in tech, and that Black women in the industry see themselves in these stories.

We know what equity should look like, but it takes the effort of everyone every day and at every step to achieve sustainable equity in the workplace.

To read the stories, discover the resources, and keep up with the campaign, visit the Black Women In Tech website.

Extending our voluntary return to office

Our CEO, Sundar Pichai, sent the following email to Google employees earlier this morning. The email has been edited to remove internal links.

Hi Googlers,

The COVID-19 pandemic has been a humbling challenge for all of us and I continue to be impressed by the way our teams are navigating through it. In spite of these challenges, I’m happy to say that a large number of offices globally are already open for business, and we are welcoming back tens of thousands of Googlers on a voluntary basis. Given that conditions around the world are still highly variable, I wanted to share how we’re planning to approach the next few months:

  • First, as offices continue to reopen, we hope to see more teams coming together where possible, whether it be for regular team meetings, brainstorming sessions around a whiteboard, or outdoor socials. For some locations, conditions are starting to improve, yet in many parts of the world the pandemic continues to create uncertainty. Acknowledging that, we’ll extend our global voluntary return-to-office policy through January 10, 2022 to give more Googlers flexibility and choice as they ramp back. 

  • Beyond January 10, we will enable countries and locations to make determinations on when to end voluntary work-from-home based on local conditions, which vary greatly across our offices. To make sure everyone has ample time to plan, you’ll have a 30-day heads-up before you’re expected back in the office.

  • Finally, encouraging Googlers to rest and recharge during this time remains a big priority so we will plan two more global reset days next quarter: Oct 22 and Dec 17. 

The road ahead may be a little longer and bumpier than we hoped, yet I remain optimistic that we will get through it together. It’s heartening to see Googlers starting to come back to more offices globally. The ability to reconnect in person has been re-energizing for many of us, and will make us even more effective in the weeks and months ahead. Thanks for all the great work thus far; look forward to a busy Q4 as we continue to find new ways to be helpful to people everywhere. 

-Sundar

Google Summer of Code 2021: Results announced!

In 2021, our global online program, Google Summer of Code (GSoC), focused on bringing more student developers into open source for 10 weeks from June to August, concluding yesterday, on August 30th with the final mentor evaluations of their students. We are pleased to announce that 1,205 students from 67 countries have successfully completed this year’s program. There were also 199 open source organizations and over 2,100 mentors, from 75 countries, that took part in the program. Congratulations to all students and mentors who completed GSoC 2021!

The final step of each GSoC program is the student and mentor evaluations.These help us gain valuable insights from our participants about the impact of the program. Here are some results from this year’s evaluations:
  • 96% of students think that GSoC helped their programming skills
  • 99% of students would recommend their GSoC mentors
  • 94% of students will continue working with their GSoC organization
  • 99% of students plan to continue working on open source
  • 36% of students said GSoC has already helped them get a job or internship
  • 72% of students said they would consider being a mentor
  • 88% of students said they would apply to GSoC again
Evaluations also give students and mentors the opportunity to give suggestions to GSoC program administrators. In past evaluations, a number of students have requested a ‘Student Summit’ in order to help connect their GSoC experience with the wider open source community.

We’re proud to announce that this year we held our first GSoC Student Summit on August 27th. Over 275 students attended the virtual summit! The goal of the Student Summit was to inspire and inform our 2021 students. We included talks from Googlers, GSoC mentors and former students who shared their personal and professional path to GSoC and open source. Students were also able to ask the presenters questions and even participate in trivia games to win prizes! More importantly, the summit was a place and time where students from around the world could come together and celebrate their GSoC accomplishments. Inspired by what they learned from the summit, the students know that while their GSoC time has ended their open source journey has just begun.

By Romina Vicente, Project Coordinator for the Google Open Source Programs Office

Testing new ways to explore and share through Chrome

When we work on new features for Chrome, we rely on feedback from the millions of people who use it every day. Hearing from people helps us build better features for them. And test builds, like Beta channel of Chrome, are some of the best ways for us to get input on new features, so we can fine-tune them before they are released. 


Flags and experiments in Chrome Beta let you choose which in-development features you want to test out before they hit the main stage. With our latest Chrome Beta release, you can try out some upcoming features that can help you more easily explore, keep track of, and share the things you find on the web.


Get things done faster with cards on the New Tab Page

Looking for that taxes spreadsheet you opened yesterday, but don’t want to spend time searching through your history? We’re starting to roll out cards on the New Tab Page that help you pick up where you left off based on your browsing history if you are signed into Chrome. The cards make it easy to revisit past activities or tasks, like planning a meal, shopping for a gift or working on a document in Google Drive. Try the feature by enabling the #ntp-modules flag on your computer. Here are a few ways they’ll show up:

  • Recipes (#ntp-recipe-tasks-module): Find recently-visited and related recipes when you open a new tab, so you can rediscover that delicious-looking marinara recipe, and others like it.
  • Shopping Cart (#ntp-chrome-cart-module): Don’t lose that deal — pick up on your shopping right where you left off. When you step away or browse on other sites, you can jump back into your open carts just by opening a new tab.
  • Docs (#ntp-drive-module): Cards on the New Tab Page can help you find your way back to recent documents you’ve opened in Google Drive. They can also help you find relevant docs recently edited by collaborators, so it’s easy to cross things off your to-do list. 

Chrome new tab page with a card containing links to recent Google Drive files below the Search bar

Keep searching without needing to hit the back button

When you’re looking something up in Google Search, sometimes it takes navigating to more than one page to find exactly what you are looking for. To make it easier to navigate from one search result to the next in Chrome, we’re experimenting with adding a row beneath the address bar on Chrome for Android that shows the rest of the search results so you can get to the next result without having to go back. You can try this yourself in Chrome Beta by enabling the #continuous-search flag on Android.

Animation of a Google search for the term “Google Pixel”. A search result is selected, and when the page loads, small tiles appear at the top of the Chrome window. Selecting one of those tiles loads another search result

Highlight and share quotes from the web

Want to share an interesting tidbit from an article you’re reading? It’s easy to do so with quote cards in Chrome. We’re starting to roll out a new experiment on Android that allows you to create a stylized image from interesting text you find on websites. You can copy these images for yourself or share them with others. Give it a go by enabling the #webnotes-stylize flag on your Android phone or tablet. Once enabled, when you visit a website, just long press a piece of text to highlight it, tap Share, and select a template by tapping “Create card” from the menu.

Animation of text from a website being highlighted then shown on several pre-designed card templates with different fonts types, colors and backgrounds

Testing these features and getting a better understanding of how you use them will help us optimize these tools for everyone. So if you’re someone who likes to kick the tires and try out new features, just download Chrome Beta, type chrome://flags into your address bar (or click on the Experiments beaker icon), and enable flags to start testing today. And please share your feedback — you can find more details on how to do that on our Support page.


How retailers can stand out this holiday season

The holiday season is just around the corner and consumers are already ramping up their shopping. For example, U.S. searches for “holiday gift ideas” in August have already surpassed 2020 levels. As of June, 58% of U.S. holiday shoppers said they will shop online more this season than in previous years and 59% said they will shop earlier to avoid an item being out of stock.1

Consumers are leaning into the blended online and in-store shopping experience, with digital-first behaviors like curbside pickup and buy-online-pick-up-in-store likely to continue as we head into the holidays. As of mid-August, 70% of U.S. shoppers are buying the majority of the items they need in stores, compared to 61% in June.2 For more holiday insights to help you prepare for your busiest season, tune in later today for Think Retail on Air at 10 a.m. PDT

Get ready to meet customers wherever they like to shop! Here’s a checklist to help you maximize success during the most important shopping season of the year.

1. Highlight your differentiated fulfillment options

Quick shipping and easy returns are top-of-mind for shoppers this year; 78% of U.S. holiday shoppers say they will shop at stores that offer free shipping.3 Today, we are announcing new shipping and return annotations in Google Search and Shopping results – across free and paid listings. Shoppers can now see when their orders will arrive, with shipping annotations like "Free delivery by Fri, Dec 24,” “Get it by Dec 24” and “Free X-day” for products that ship for free in five business days or less. 

To give shoppers more confidence in their purchases, you can now indicate extended holiday return windows with return annotations like "Free 90 day returns" or "Free returns until Jan 31.”

Two phones are depicted showing shoes for sale on the Shopping tab. The phone on the left highlights a pair and reads “Free delivery by Fri, Dec 24” and the one on the right highlights a pair and reads “Free 90 day returns.”

Highlight your holiday shipping and return options to shoppers

2. Showcase your products in more places across Google

Every day, hundreds of millions of people come to Google to shop and explore products. Showcase your products in free listings across Google to help them find what they’re looking for. If you useShopify, WooCommerceor GoDaddy, you can now get started right from their platform. Seamlessly sync your products to show up on Google for free and boost your products to reach even more shoppers with Smart Shopping campaigns to utilize machine learning, or Shopping campaigns to maximize control. 

You can also turn your YouTube video into a virtual storefront to showcase your most popular items. Connect a product feed to either your Video action campaigns to drive customers to your site, or to your App campaigns to take them to your app. In the coming weeks, most advertisers will be able to link a product feed to Discovery ads to show more relevant products in moments where customers are exploring their interests in Google’s feeds. 

There are four phones all depicting screenshots of available shopping formats on Google. The first shows images of indoor plants for sale on the Shopping tab. The second shows beauty products, like lotion, available for sale under a YouTube ad advertising the same brand. The third shows the same beauty products for sale in an ad on the YouTube Home Feed. The final image shows homegoods, like lamps and storage baskets for sale within an App ad.

Showcase your products in free listings on the Shopping tab, or promote your products using Video action campaigns, Discovery ads and App campaigns

3. Connect with shoppers in the physical world

Shoppers don’t just turn to Google for things they want to buy on the web; they also use Google to find what they need nearby. For example, searches for "open now near me" have grown globally by more than 200% year over year.4 In the U.S., searches for “local gift shops near me” have increased 440% in just the past month as people switch between online and offline shopping — more than ever before. If your physical stores are open for in-store shopping, it's crucial to make sure your customers can easily find you online.

Start by building your digital storefront, so shoppers can find information about your nearby stores and the products you have available in them. Keep your Business Profile up to date to ensure customers see accurate business hours, in-store services and safety measures. Help customers feel more confident in their in-store shopping trips by listing your local products for free on Google, or promoting those available for in-store pickup or curbside pickup using local inventory ads

If you have store-specific goals, like in-store promotions or location reopenings, you can promote your stores to local shoppers using Local campaigns. Easily connect with holiday shoppers searching for businesses like yours on Google Maps, Search, YouTube and the Google Display Network and help them find what they need at your local store.

Many of your customers alternate between shopping online and in-store depending on their comfort level and community guidelines. Google offers a variety of ways to measure the impact that your online ads have on your physical store, including store visits and store sales measurement. You can then act on this data by adding it to your Smart Bidding to grow total sales, whether they happen online or offline.

There are two phones showing products for sale that are available in-store. The first shows the products tab on Dick’s Sporting Goods’ Business Profile page on Google. The second shows a Google Search results page advertising dog beds that are available for curbside pickup or pick up today in nearby stores.

Show products available in-store in your Business Profile for free (left) or those available for curbside pickup via local inventory ads (right)

4. Prepare for the rush using automated formats, planning tools & reports

It's more challenging this year to plan your holiday marketing campaigns, so we’ve introduced more tools and reports to help you focus on profitability. Starting with seeing the most popular brands and products, check out the best sellers report to help you decide which new brands and products to stock for the holidays. If you’re running sales or promotions to move inventory especially in the lead up to Black Friday or Cyber Monday, then you’ll soon be able to see real-time with deals reporting in Merchant Center.

As you set up your ad campaigns for success, tools like the Insights page and Performance Planner can help you identify trends and plan budgets so you’re not missing out on shopper demand. And if your business has an app, you can verify you’re sending shoppers to the right places in your app using two new tools: the deep link validator and impact calculator

Grab your virtual front row seat at Think Retail on Air

For more holiday shopping insights, join us for Think Retail on Air today at 10 a.m. PDT. After the live keynote, we’ll have hands-on sessions where we’ll dive deeper into specific product solutions and best practices. If we’ll miss you at 10 a.m. PDT today, you can catch it on demand anytime after the live show. 

We hope these solutions can help you prepare for a successful holiday season!


1. Google commissioned Ipsos COVID-19 tracker, US n-506 Online consumers 18+ that plan to shop for the holidays, June 17-20, 2021
2.  Ipsos COVID-19 Tracker, US ~n=1000 online consumers 18+ per market. Aug 12-15, 2021
3. Google commissioned Ipsos COVID-19 tracker, US n=515  online consumers 18+ who will shop for the holiday season. June 17-20, 2021
4. Google Data, Global English, Jun 1, 2021 - Jul 30, 2021 vs Jun 1, 2020 - Jul 30, 2020

How retailers can stand out this holiday season

The holiday season is just around the corner and consumers are already ramping up their shopping. For example, U.S. searches for “holiday gift ideas” in August have already surpassed 2020 levels. As of June, 58% of U.S. holiday shoppers said they will shop online more this season than in previous years and 59% said they will shop earlier to avoid an item being out of stock.1

Consumers are leaning into the blended online and in-store shopping experience, with digital-first behaviors like curbside pickup and buy-online-pick-up-in-store likely to continue as we head into the holidays. As of mid-August, 70% of U.S. shoppers are buying the majority of the items they need in stores, compared to 61% in June.2 For more holiday insights to help you prepare for your busiest season, tune in later today for Think Retail on Air at 10 a.m. PDT

Get ready to meet customers wherever they like to shop! Here’s a checklist to help you maximize success during the most important shopping season of the year.

1. Highlight your differentiated fulfillment options

Quick shipping and easy returns are top-of-mind for shoppers this year; 78% of U.S. holiday shoppers say they will shop at stores that offer free shipping.3 Today, we are announcing new shipping and return annotations in Google Search and Shopping results – across free and paid listings. Shoppers can now see when their orders will arrive, with shipping annotations like "Free delivery by Fri, Dec 24,” “Get it by Dec 24” and “Free X-day” for products that ship for free in five business days or less. 

To give shoppers more confidence in their purchases, you can now indicate extended holiday return windows with return annotations like "Free 90 day returns" or "Free returns until Jan 31.”

Two phones are depicted showing shoes for sale on the Shopping tab. The phone on the left highlights a pair and reads “Free delivery by Fri, Dec 24” and the one on the right highlights a pair and reads “Free 90 day returns.”

Highlight your holiday shipping and return options to shoppers

2. Showcase your products in more places across Google

Every day, hundreds of millions of people come to Google to shop and explore products. Showcase your products in free listings across Google to help them find what they’re looking for. If you useShopify, WooCommerceor GoDaddy, you can now get started right from their platform. Seamlessly sync your products to show up on Google for free and boost your products to reach even more shoppers with Smart Shopping campaigns to utilize machine learning, or Shopping campaigns to maximize control. 

You can also turn your YouTube video into a virtual storefront to showcase your most popular items. Connect a product feed to either your Video action campaigns to drive customers to your site, or to your App campaigns to take them to your app. In the coming weeks, most advertisers will be able to link a product feed to Discovery ads to show more relevant products in moments where customers are exploring their interests in Google’s feeds. 

There are four phones all depicting screenshots of available shopping formats on Google. The first shows images of indoor plants for sale on the Shopping tab. The second shows beauty products, like lotion, available for sale under a YouTube ad advertising the same brand. The third shows the same beauty products for sale in an ad on the YouTube Home Feed. The final image shows homegoods, like lamps and storage baskets for sale within an App ad.

Showcase your products in free listings on the Shopping tab, or promote your products using Video action campaigns, Discovery ads and App campaigns

3. Connect with shoppers in the physical world

Shoppers don’t just turn to Google for things they want to buy on the web; they also use Google to find what they need nearby. For example, searches for "open now near me" have grown globally by more than 200% year over year.4 In the U.S., searches for “local gift shops near me” have increased 440% in just the past month as people switch between online and offline shopping — more than ever before. If your physical stores are open for in-store shopping, it's crucial to make sure your customers can easily find you online.

Start by building your digital storefront, so shoppers can find information about your nearby stores and the products you have available in them. Keep your Business Profile up to date to ensure customers see accurate business hours, in-store services and safety measures. Help customers feel more confident in their in-store shopping trips by listing your local products for free on Google, or promoting those available for in-store pickup or curbside pickup using local inventory ads

If you have store-specific goals, like in-store promotions or location reopenings, you can promote your stores to local shoppers using Local campaigns. Easily connect with holiday shoppers searching for businesses like yours on Google Maps, Search, YouTube and the Google Display Network and help them find what they need at your local store.

Many of your customers alternate between shopping online and in-store depending on their comfort level and community guidelines. Google offers a variety of ways to measure the impact that your online ads have on your physical store, including store visits and store sales measurement. You can then act on this data by adding it to your Smart Bidding to grow total sales, whether they happen online or offline.

There are two phones showing products for sale that are available in-store. The first shows the products tab on Dick’s Sporting Goods’ Business Profile page on Google. The second shows a Google Search results page advertising dog beds that are available for curbside pickup or pick up today in nearby stores.

Show products available in-store in your Business Profile for free (left) or those available for curbside pickup via local inventory ads (right)

4. Prepare for the rush using automated formats, planning tools & reports

It's more challenging this year to plan your holiday marketing campaigns, so we’ve introduced more tools and reports to help you focus on profitability. Starting with seeing the most popular brands and products, check out the best sellers report to help you decide which new brands and products to stock for the holidays. If you’re running sales or promotions to move inventory especially in the lead up to Black Friday or Cyber Monday, then you’ll soon be able to see real-time with deals reporting in Merchant Center.

As you set up your ad campaigns for success, tools like the Insights page and Performance Planner can help you identify trends and plan budgets so you’re not missing out on shopper demand. And if your business has an app, you can verify you’re sending shoppers to the right places in your app using two new tools: the deep link validator and impact calculator

Grab your virtual front row seat at Think Retail on Air

For more holiday shopping insights, join us for Think Retail on Air today at 10 a.m. PDT. After the live keynote, we’ll have hands-on sessions where we’ll dive deeper into specific product solutions and best practices. If we’ll miss you at 10 a.m. PDT today, you can catch it on demand anytime after the live show. 

We hope these solutions can help you prepare for a successful holiday season!


1. Google commissioned Ipsos COVID-19 tracker, US n-506 Online consumers 18+ that plan to shop for the holidays, June 17-20, 2021
2.  Ipsos COVID-19 Tracker, US ~n=1000 online consumers 18+ per market. Aug 12-15, 2021
3. Google commissioned Ipsos COVID-19 tracker, US n=515  online consumers 18+ who will shop for the holiday season. June 17-20, 2021
4. Google Data, Global English, Jun 1, 2021 - Jul 30, 2021 vs Jun 1, 2020 - Jul 30, 2020

YouTube’s approach to copyright

EU member states are in the process of implementing the European Copyright Directive into national law. These changes include the incorporation of Article 15, which introduced a new copyright for press publishers, and Article 17, which introduced new rules for certain content-sharing services like YouTube. Here’s a little more on what YouTube in particular is doing. 

Developing our compliance plans

YouTube supports updating copyright rules for the digital age and has been working closely with policymakers across Europe on Article 17’s implementation and on a means of compliance that best meets the needs of our partners’ growing businesses, while also continuing to contribute to the economy. For example, YouTube’s creative ecosystem contributed approximately €775 million to Germany’s GDP in 2019, supporting the equivalent of 25,000 full time equivalent jobs, according to Oxford Economics. As we develop our compliance plans, it’s important to us that the fundamental rights of rightsholders, including media companies, creators, artists and users, are protected. At the same time, supporting the creative industries such as the YouTube creators who are building next generation media companies that impact the economy's overall success, is a priority to us.

Implementing Content ID for better creative control

YouTube has long believed that effective rightsholder management is key to a healthy business and flourishing creativity. This is why we created a set of copyright management tools, for example, investing over 100 million U.S. dollars to develop our Content ID technology which allows rightsholders to manage their content across the platform in a highly nuanced and sophisticated way. YouTube has worked with rightsholders such as record companies, labels, music collecting societies and film and television creators and producers for many years. In fact, Content ID enables rightsholders to control and manage their content on YouTube, while also gaining a new source of income. More than 95% of the time when rightsholders claim content through Content ID, they choose to allow the content to remain on the platform and earn money generated by ads and subscriptions, rather than block the content. This has resulted in an entirely new revenue stream.  Over the last three years alone, YouTube paid $30B to media companies, creators and artists, and in the last twelve months, YouTube paid over $4B dollars to the music industry, 30% of which came from user-generated content monetized through Content ID.

Copyright Match Tool

We are also expanding access to more copyright tools for more creators. For example, we recently expanded our Copyright Match Tool so that any rightsholder who successfully submits a copyright removal — whether they host their content on our platform or not — can have access to our matching technology and are able to manage their copyrighted material in a powerful, efficient and user-friendly way. We also allow rightsholders who submit copyright takedown notices to request that YouTube prevent copies of the same content from being uploaded in the future. Additionally, we will be hosting a webform in our help center to enable interested parties to reach out to us for licensing discussions. 


We continue to find new ways to help creators and rightsholders manage their rights on YouTube while growing the amounts we pay to the creative industries and will continue to work with policymakers, rights owners, partners and creators across the region to ensure an effective implementation of the new copyright laws.