Every Google Ads Change in 2026 (Updated Weekly)
by Common Thread Collective
Jul. 21 2026
SEPTEMBER 16, 2026
Google announced agentic commerce updates for holiday 2026 on September 16. Business Agent, previously available on Search, is now coming to YouTube ads in a U.S. beta, embedding conversational AI directly inside video ad units. Conversational attributes in Merchant Center appeared in 50 percent of lululemon AI Mode product recommendations during testing. UCP now supports cart transfer to merchant sites and enhanced checkout flow testing. AI Performance Insights became generally available in AU, CA, IN, NZ, and US, giving brands a share-of-voice view on AI Mode and AI Overviews. Ecommerce brands should sign up for the Business Agent YouTube beta, add conversational attributes to top SKUs, add video link attributes, set up or verify UCP checkout, and check AI Performance Insights for share-of-voice gaps before Q4.
SEPTEMBER 10, 2026
Google's New Data Strength Metric Launched September 10: What Ecommerce Brands Need to Know
Google launched the Data Strength Uplift metric in Google Ads and made Meridian GeoX globally available on September 10, 2026. The Data Strength Uplift metric quantifies additional conversions recovered by your first-party data setup. Brands connecting offline and app data to Data Manager see an average 26% increase in incremental ROAS; the Google tag gateway adds 14% conversion uplift (20%+ for Demand Gen). Data Manager now integrates directly into Google Analytics and DV360, enabling unified first-party data management across all three platforms. Meridian GeoX, the open-source geo-incrementality tool, moved from beta to global GA at 31% lower cost and now integrates with Meridian MMM. Ecommerce brands should check their Data Strength Uplift score in Google Ads, connect offline conversion data to Data Manager, enable enhanced conversions in GA and DV360, and consider a GeoX geo-experiment before Black Friday.
SEPTEMBER 9, 2026
Google AI Mode Now Serves Your Exact and Phrase Match Search Campaigns
Google Ads Liaison Ginny Marvin confirmed on September 9 that exact match and phrase match keywords in standard Search campaigns are now eligible to serve text ads in Google AI Mode for direct-intent queries. Campaigns not auto-migrated to AI Max on September 1 can now reach AI Mode without rebuilding. For conversational and exploratory queries, AI Max and Performance Max remain required. Ecommerce brands should audit ad copy for AI Mode relevance, update negative keyword lists, verify landing page specificity, and evaluate AI Max selectively rather than urgently before Q4.
SEPTEMBER 1, 2026
Google began automatically migrating eligible Search campaigns to AI Max for Search on September 1, 2026. ACA campaigns received both search term matching and text customization by default; campaign-level broad match campaigns received search term matching only. DSA auto-migration has been pushed to February 2027, but new DSA campaign creation is blocked as of September. Google reports a 7% average conversion increase for advertisers using the full AI Max suite, and up to 27% for campaigns that relied on exact and phrase match keywords. Brands should audit upgraded campaigns, review AI-generated copy, run a search terms report for new negatives, and test tracking template compatibility now.
SEPTEMBER 4, 2026
Google Expands Waze Ads to 42 Countries via Performance Max
Google expanded Waze Ads availability from the United States to 42 countries worldwide, accessible through Performance Max store goal campaigns bidding on Store Visits, Store Sales, or Local Actions Directions. Supported markets now include Canada, Brazil, the UK, Australia, Israel, and most of Europe. Relevant for ecommerce brands with physical retail locations running international PMax store goal campaigns.
AUGUST 27, 2026
Google August 2026 Demand Gen Drop: Multimodal Video Creation Is Now Live for Every Ecommerce Brand
Google made Multimodal Video Creation in Asset Studio generally available to all advertisers, enabling both horizontal and vertical video assets from a single storyboard workflow. Google reports a 30% average conversion increase from H2 2025 Demand Gen improvements. YouTube messaging from Demand Gen ads is in testing, allowing viewers to initiate brand conversations directly from YouTube ads.
AUGUST 14, 2026
September 8, 2026
Google Ads AI Dashboards Now Live in Some Accounts. Gemini-powered dashboards announced in August are rolling out to advertisers. You can type a natural-language prompt (e.g., "Why did ROAS drop this weekend?") and receive a visual chart plus a real-time AI summary explaining the data. Check your Google Ads account under the Insights tab to see if dashboards are available. Full breakdown of the AI Insights tools here.
September 7, 2026
Google Ads Automated Promotions: Your Website Now Controls Your Ad Copy. Google launched a new account-level automated asset that reads your website's landing pages and automatically attaches your active promotional offers (like "20% off" or "Buy one get one free") to eligible Search and Performance Max campaigns. Campaigns need Location Assets attached and no existing manual promotions to receive automated promotions. Action required before Q4: audit your site's promo copy, add manual promotions where you need exact control, and monitor the Assets tab weekly. Full breakdown and Q4 action steps here.
Google announced it will remove the manual language targeting setting from all Search campaigns and the Search Network portion of Performance Max campaigns in September 2026. Ads will now be matched based on the language of your ad copy and landing pages, with Google's enhanced AI prioritization handling language selection at auction time. No account restructuring is required. Ecommerce brands running multi-language campaigns should audit ad group language alignment before September.
AUGUST 10, 2026
Google launched 4 new AI and agentic capabilities across Google Ads and Google Analytics: AI Overviews on the Analytics homepage, revamped personalized insights cards in Google Ads, prompt-driven Dashboards for visual reporting, and a benchmarking tool that compares your campaign performance against anonymized averages from similar businesses. All features are live in Google Ads now; Analytics Dashboards coming soon.
AUGUST 9, 2026
Google Ads August 2026: The Limited Ad Serving Expansion Every Ecommerce Brand Must Prepare For
Google expanded its Limited Ad Serving policy to cover all Google Ads surfaces, from Search and Shopping to YouTube, Gmail, Play Store, and Demand Gen. Accounts classified as "unqualified advertisers" can now have impression volume throttled at the account level, with full rollout completing by 2028. Advertiser verification status, user reports, and account maturity are the key qualification factors to address now.
Google Ads never stops moving. In 2026, the pace of change has accelerated dramatically, driven by AI automation, campaign consolidation, and new measurement requirements that affect how every ecommerce brand builds and manages its advertising. Staying current is no longer optional. The brands that understand these changes early are the ones that maintain a performance edge while competitors scramble to catch up.
This hub is your running record of every meaningful Google Ads update in 2026, explained in plain language for ecommerce teams. It is updated weekly as new changes land. Each section links to the full deep-dive post where you can get additional context, campaign-level recommendations, and examples from ecommerce accounts.
What This Means for Your Campaigns
Google Ads in 2026 is increasingly an AI-driven system where human levers are being replaced by algorithmic ones. Campaign consolidation is accelerating, manual bidding options are disappearing, and creative signals are becoming the primary way brands differentiate within automated environments. The brands winning right now are the ones providing better inputs, not the ones trying to outmaneuver the algorithm.
2026 Google Ads Changes, Month by Month
July 30, 2026: Google Begins Testing AI-Generated Descriptions on Shopping Ads
Google confirmed it is testing AI-generated descriptions on Shopping product ads, an expansion of a similar experiment first spotted on sponsored text results earlier in July. The AI writes descriptive copy by reading your Merchant Center product feed and landing pages, and advertisers currently have no opt-out or editing capability, making feed data quality the primary lever brands control. Read the full breakdown.
July 29, 2026: Demand Gen Drop Expands Checkout Links to 9 Markets and Upgrades tROAS Bidding
Google's July Demand Gen Drop rolled out Checkout Links to Switzerland, Australia, South Korea, Indonesia, Mexico, France, Poland, Israel, and Argentina, bringing a proven 6% average lift in Demand Gen conversions to those markets. Checkout Links send shoppers directly from a YouTube ad to a cart or checkout page, eliminating the navigation steps that cause drop-off between ad click and purchase. The update also includes upgraded Target ROAS bidding that prevents campaigns from being overly cautious during the learning phase, helping Q4 campaigns hit their targets faster from launch. Read the full breakdown.
July 28, 2026: Google Shopping Campaigns Are Getting Local Inventory Ads by Default on August 31
Google officially confirmed that Local Inventory Ads (LIA) will be enabled by default for every standard Shopping campaign starting August 31, 2026. The enable_local API field will be ignored after the change; API v25.1+ will return an error if set to false. Brands with local product feeds need to apply Inventory filters or CampaignCriterionService listing scopes to keep online and local inventory separated before the deadline.
July 25, 2026: AI Max Is Now in Standard Shopping Campaigns
Google began rolling out AI Max features inside Standard Shopping campaigns this week, bringing text customization, Final URL Expansion, and optimal format selection to a campaign type that previously offered more manual control. Advertisers who enable AI Max report an average 5% increase in conversions at a similar ROAS or CPA. Local Inventory Ads will also be enabled by default for all Shopping campaigns starting August 31. Read the full breakdown.
July 24, 2026: Multi-Party Approval Rolls Out July 27
Google Ads is requiring a second administrator to approve sensitive account actions starting July 27. Accounts with more than three admins are affected, and approval requests expire after 20 days with no email notification. Read the full breakdown.
May 2026: Google Marketing Live Rewrites the Playbook
At Google Marketing Live 2026, Google announced a sweeping set of AI-powered advertising features, including new campaign types, expanded creative automation, and deeper integration between Search and Shopping campaigns. The announcements signal a fundamental shift toward end-to-end AI management of the full ad lifecycle.
For ecommerce brands, this means the creative and feed quality you bring into Google's ecosystem matters more than any bidding tweak you make. The system will optimize placements and bids, but it cannot fix a weak product catalog or undifferentiated creative. Read the full breakdown of Google Marketing Live 2026.
June 2026: DSA Migration Delay, Smart Bidding Exploration, and Consent Mode Updates
Mid-June brought three distinct changes hitting at the same time. Google delayed the forced migration from Dynamic Search Ads to Performance Max, introduced Smart Bidding Exploration as a default behavior for Target CPA and Target ROAS campaigns, and updated Consent Mode requirements affecting how conversion data flows from European users.
The DSA delay gives brands more time to prepare, but the window is still finite. Smart Bidding Exploration changes how your budget gets spent during low-signal periods, effectively widening the search for conversions beyond your historical patterns. Consent Mode gaps in Europe will directly reduce the signal your campaigns receive if you have not updated your implementation. Read the full June 2026 Google Ads update.
June 2026: Display Campaigns Migrate to Demand Gen
Google confirmed that standard Display campaigns are being retired and migrated to the Demand Gen campaign type. The migration timeline affects all accounts with active Display campaigns, and the new format comes with different targeting logic, creative requirements, and bidding behavior.
Demand Gen is not a direct upgrade from Display. The audience targeting is broader, the placements span YouTube Shorts, Gmail, and Discover in addition to the Display Network, and the creative formats are fundamentally different. Brands that treat the migration as a one-to-one swap will see performance disruptions. Read the full guide to the Display to Demand Gen migration.
June 2026: Demand Gen Creative and Measurement Updates
Alongside the Display migration announcement, Google released a set of Demand Gen-specific updates covering video creative requirements, new measurement capabilities, and expanded audience signals. The June Demand Gen Drop focused on giving advertisers more control over how their creative assets perform within the new campaign type.
Video has become the primary format within Demand Gen, and brands without strong short-form video creative will be at a disadvantage compared to those who have invested in that asset type. The new measurement tools also make it easier to connect Demand Gen spend to downstream conversion outcomes, which is a meaningful improvement over the older Display attribution model. Read the full June Demand Gen update.
June 2026: YouTube Brand Campaigns Gain Attribution for Branded Search
Google introduced new measurement capabilities that allow YouTube brand awareness campaigns to receive attribution credit when users subsequently search branded terms and convert. This closes a long-standing measurement gap where YouTube spend was difficult to connect to lower-funnel performance.
For ecommerce brands running YouTube alongside search campaigns, this is a significant shift in how you evaluate upper-funnel investment. Branded search lift from video can now be tracked and attributed, making the ROI case for YouTube awareness spend much more defensible internally. Read the full YouTube brand measurement update.
July 2026: New Terms of Service for AI Automation
Google updated its Terms of Service to address AI-generated content in ads, automated campaign management tools, and third-party automation scripts. The updated terms create new compliance requirements for brands using external tools or custom automation alongside their Google Ads accounts.
If you use any third-party bidding tools, automated creative generation platforms, or custom scripts to manage your campaigns, your existing setup may now require review. Non-compliance can lead to account flags or suspension, so understanding what the new terms actually require is urgent for any technically sophisticated advertiser. Read the full breakdown of Google's July 2026 Terms of Service update.
August 2026: Target CPA and Target ROAS Bidding Changes
August 26, 2026: Google Shopping “Deal Ends” Annotations — Google launched experimental urgency countdown badges (“3 days left,” “5 hours left”) for Shopping ads. Auto-generated from sale_price + sale_price_effective_date feed attributes. Holiday window (Oct 15–Jan 5) requires 10% minimum discount and lowest price in last 60 days. No opt-in or opt-out. Feed audit required before Q4.
On August 17, Google made a meaningful change to how Target CPA and Target ROAS bidding operates during periods of low historical data or volatile auction behavior. The update changes the floor and ceiling behavior of automated bids in ways that affect budget pacing, spend efficiency, and campaign performance during scaling phases.
Brands actively scaling or testing new product categories will feel this most acutely. The change can cause spend to accelerate or stall in ways that were not happening before, and the target values you have set may need recalibration to account for the new bidding logic. Read the full August bidding update.
2026: AI Ad Disclosure Labels Required
Google began requiring disclosure labels on ads that contain AI-generated creative elements. This requirement affects image assets, video assets, and ad copy generated through automated creative tools, including Google's own AI creative features within campaign types like Performance Max and Demand Gen.
The labels are applied at the asset level, and compliance is not optional. Brands using AI creative at scale, whether through Google's native tools or third-party platforms, need to verify that their creative generation workflows are producing properly labeled outputs. Read the full AI disclosure requirement update.
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UPDATED WEEKLY Get notified when this page updates. Every time a meaningful platform change lands, we add it here and send a breakdown to our list. Drop your email and we'll keep you current. |
What To Do Now
- August 19, 2026: Google Is Auto-Resizing Your Performance Max Videos with AI: What Ecommerce Brands Must Decide Before September 4 — Google announced it will use generative AI to automatically create missing aspect ratio versions of existing PMax video assets. Opt-out deadline: September 4, 2026.
- September 14, 2026: Google Ads Product Value Optimization Is Live: How Ecommerce Brands Can Prioritize Margin and Best-Sellers in PMax Before Q4 — New beta feature lets advertisers set product-level value rules inside PMax and Shopping campaigns to guide tROAS bidding toward high-margin SKUs and seasonal best-sellers, without campaign restructuring.
- August 18, 2026: Google updated Branded Searches conversion measurement for YouTube and Demand Gen campaigns. New 7-day default window, "Consideration" goal category, reporting-only metric. Requires brand mapping setup.
- August 21, 2026: Google began widely alerting Merchant Center users that all product images must be at least 500 x 500 pixels by January 31, 2027. Products below this size will be disapproved and stop serving in Shopping ads and free listings. Recommended size is 1500 x 1500 or above. Full breakdown and audit guide here.
- August 6, 2026 — Google auto-upgrades Search campaigns using automatically created assets or the campaign-level broad match setting to AI Max for Search on September 1, 2026. Text customization and search term matching will be active by default for ACA campaigns; search term matching only for broad match campaigns. DSA migration remains on the February 2027 timeline. Full breakdown here.
- Audit your Consent Mode implementation: If you are running campaigns targeting European users, verify that your Consent Mode setup is current and passing signals correctly. Gaps here directly reduce the data your automated bidding systems receive.
- Prepare your Demand Gen creative: Short-form video is the primary asset format. If you do not have a library of 15 to 30 second product and brand videos, start building now before the Display migration forces your hand.
- Review any third-party automation tools: The July Terms of Service update creates compliance requirements for external scripts and tools. Audit what is running in your account and confirm it meets the new standards.
- Recalibrate Target CPA and Target ROAS targets: If your campaigns are running on automated bidding and performance has shifted since August, your targets may need adjustment to account for the new bidding behavior.
- Invest in feed and creative quality: As Google consolidates campaigns into AI-managed types like Performance Max, the quality of your product feed, creative assets, and audience signals becomes the primary competitive lever. Optimize inputs, not just settings.
The brands that win in an AI-managed ad ecosystem are the ones with the best inputs. Creative, feed quality, and audience signals are now more important than any campaign setting.
If you want help navigating these changes inside your own Google Ads account, the Prophit Engine is CTC's measurement and optimization system built specifically for ecommerce brands managing Google at scale. You can also learn more about our Google Ads agency services and how we help 7 to 9-figure brands stay ahead of platform shifts.
Talk to Our Google Ads Team
These changes are moving fast. If you want a second opinion on how they affect your specific account, our team is happy to take a look.
August 2, 2026: Google Ads Automatic Customer List Labeling (Deadline: August 18)
Google is automatically enabling conversion-based customer lists and assigning customer type labels to all eligible accounts starting August 18, 2026. Labels for "Existing customers," "New customers," and "Other customer segments" feed directly into Smart Bidding, meaning a mislabeled list can quietly distort your new customer acquisition costs with no alert from Google. Accounts with both Enhanced Conversions and Customer Match active are in scope. Audit your audiences in Audience Manager and manually classify every list before the deadline.
September 25, 2026: Google launched a unified AI Max Search Journey Report showing the complete path from search query to creative asset to landing page, plus expanded AI Brief to 7 new languages. Full breakdown here.
Frequently Asked Questions
July 29, 2026
Demand Gen Drop: Checkout Links Now in 9 New Markets, tROAS Bidding Upgraded for Q4
Google's July Demand Gen Drop expands Checkout Links to Switzerland, Australia, South Korea, Indonesia, Mexico, France, Poland, Israel, and Argentina, delivering an average 6% conversion lift for brands that link directly to cart or checkout pages from YouTube ads. Upgraded Target ROAS bidding prevents campaigns from being overly cautious in the learning phase, helping Q4 campaigns hit targets faster.
Read the full breakdownAUGUST 31, 2026
Google AI Mode Now Shows Shopping Ads Inline: What Ecommerce Brands Must Do Right Now
On August 31, 2026, Google confirmed that Shopping ads are now appearing in carousel format directly inside AI Mode search responses, a first for the platform. Products are selected by Gemini AI from your Merchant Center feed, not manually written ads. With AI Mode surpassing 1 billion monthly users and 74% of shoppers using AI for product discovery, this new inline placement rewards feed completeness over bidding skill. Brands should audit Merchant Center attributes, expand product descriptions, and check that bidding targets are not restricting impressions before Q4.
AUGUST 4, 2026
Google Ads August 2026: The Customer Match Upgrade Ecommerce Brands Need Before Q4
Google updated its Data Manager API with three new capabilities for Customer Match management: a single-operation RemoveAllAudienceMembers method for full list refreshes, field-level ingestion warnings that process valid records while flagging specific data issues, and expanded address fields for improved match rates. Most new Customer Match integrations now require the Data Manager API as of April 2026.
AUGUST 8, 2026
Google Ads August 2026: The New Customer Acquisition Report Every Ecommerce Brand Should Set Up Now
Google Ads rolled out a new reporting-only option called "Report on New Customers Acquired," adding dedicated "New customers" and "New customer value" columns to campaign dashboards. Brands can now track new versus returning customer performance without activating any bidding goal or altering Smart Bidding. Timing matters: the August 17 Target CPA and ROAS bidding changes are 9 days away, making a pre-change baseline critical.
AUGUST 12, 2026
Google announced four Merchant Center performance reporting changes effective August 24, 2026: YouTube affiliate traffic will be split from organic into its own reporting category (retroactive to July 1), YouTube organic traffic definitions will be aligned with YouTube standards, product-level reporting will expand to include all Performance Max, Video, App, and Demand Gen data, and a new Network dimension segmentation is planned for a future date. Brands should export a pre-change baseline now and flag the date in reporting tools to avoid confusing the dashboard shift with real performance changes.
AUGUST 26, 2026
Google Ads August 2026: The Customer Lifecycle Tool That Separates New Buyers from Repeat Customers
Google Ads added a dedicated Customer Lifecycle Optimization section directly inside conversion goals on August 26, 2026. Brands can now optimize Smart Bidding separately for new customer acquisition, lapsed customer re-engagement, and loyalty program member retention from a single centralized interface. Each goal requires at least 100 active audience members. This builds on the New Customer Acquisition Report (Aug 8) and Customer Match expansion (Aug 4), completing Google's Q4 customer intelligence stack.
SEPTEMBER 10, 2026
Google Ads September 2026: New Data Strength Tools Give Ecommerce Brands 26% More ROAS
Google launched three measurement upgrades on September 10: Data Manager is now integrated directly into Google Analytics and DV360 (26% incremental ROAS lift for brands connecting offline/app data), enhanced conversions launched in GA and DV360 (11% Search conversion increase), and the Data Manager API went universal based on the IAB ECAPI standard. A new Data Strength Uplift Metric shows exactly how many conversions your first-party data setup is recovering. Brands using the Google tag gateway see 14% avg conversion uplift (20%+ for Demand Gen). Meridian also received agentic capabilities and GeoX is now globally available for all advertisers.
SEPTEMBER 18, 2026
Google launched AI Video Dubbing in Asset Studio on September 18, enabling advertisers to automatically localize their video ad creatives into 33 languages and locales at no additional cost. Dubbed versions are stored in your asset library and can be applied to any campaign type including Performance Max, YouTube, and Demand Gen. Google's early benchmarks show an 86% increase in click-through rate for dubbed vs. undubbed video on international inventory. The feature is rolling out to select accounts now, with full expansion coming in the next few weeks.
SEPTEMBER 16, 2026
Google launched Business Agent for YouTube ads (US beta), embedding conversational AI into video ad units to answer product questions pre-click. Conversational product attributes in Merchant Center incorporated into 50% of lululemon AI Mode tests. UCP cart transfer and checkout flow live in testing. AI Performance Insights went GA in AU, CA, IN, NZ, and the US.
SEPTEMBER 21, 2026
Google's Multi-Source Conversions beta lets offline CRM uploads fill missing user data (email, phone, address) in tag-based conversion events with real-time value corrections from CRM data. Requires a 24-hour upload window. Improves enhanced conversion match rates and Smart Bidding accuracy heading into the holiday season.
SEPTEMBER 22, 2026
Google automatically enrolled all eligible Shopify merchants in native checkout on Google AI Mode and Gemini on September 22, 2026. Customers can now purchase products directly inside Google's platform using Google Pay without visiting your storefront. The feature is opt-out only: go to Shopify admin > Sales channels > Agentic to disable. Audit your conversion tracking and post-purchase automations to ensure Google-native orders are captured before Q4.
SEPTEMBER 23, 2026
Google announced at DMEXCO a new end-to-end Search Ads journey report for AI Max (showing search term, creative assets, and landing page in one unified view) plus AI Brief expansion to Dutch, French, German, Italian, Japanese, Portuguese, and Spanish. Also: Smart Bidding learning period guidance shifted to 50 conversions or 3 cycles as the calibration threshold.
SEPTEMBER 24, 2026
Google updated its Recommended Investment Strategy tool with two new budget allocation modes: Holistic mode (reallocates existing spend from underperforming to top-performing campaigns for efficiency) and Growth mode (adds net-new budget to top performers without cutting any existing campaign). Both surface in the Recommendations tab when at least one performance campaign is budget-constrained. Google also added forecast-linked budget alerts that flag projected conversion value drops when daily budgets are reduced.
September 28, 2026: Google DV360 Vertical Video Unification
Google launched Vertical Video Unification in DV360, enabling brands to upload one 9:16 video and have Gemini distribute it programmatically across YouTube Shorts, streaming apps, and premium publishers from a single workstream. Initial tests with Unilever's Hellmann's brand showed 24% more unique reach and 25% lower cost per unique user versus siloed buying. Set up before October 15 to train the algorithm before Q4 pricing peaks.
SEPTEMBER 25, 2026
Google Ads AI Max Now Shows the Full Search Journey: What Ecommerce Brands Need to Know Before Q4
Google announced new reporting for AI Max campaigns showing the complete search journey, from search term through creative asset to landing page, in a unified view. This gives ecommerce brands full visibility into how AI Max is matching and converting searches without requiring separate reports across tools.
SEPTEMBER 25, 2026
Google Ads Now Matches Customers by IP Address: What Ecommerce Brands Must Do Before October
Google added IP addresses and interaction timestamps as new Customer Match signals, the first new signal type added to Customer Match in years. IP data must be uploaded unhashed via Data Manager. Matching is restricted for EEA, UK, and Switzerland users. Google projects match-rate improvements to activate across all accounts in October 2026. Start exporting and geocoding your session data now.
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