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# Google’s bidding change exposes agentic advertising’s principal-agent problem
- URL: https://fabric-media.ghost.io/googles-bidding-change-exposes-agentic-advertisings-principal-agent-problem/
- Published: 2026-08-31T14:31:24.000Z
- Updated: 2026-08-31T14:31:24.000Z
- Description: Google Ads now bids more aggressively toward a set target ROAS or CPA, even when historical performance beat that target, turning the target into a price rather than a ceiling.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, AdExchanger Guest

**Why it matters.** Agencies must maintain independent performance baselines and disclose incentives, since platform-owned bidding systems have no obligation to preserve advertiser efficiency once a target is set.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=fabric-media.ghost.io) *·* [*AdExchanger Guest*](https://fabric-media.ghost.io/tag/by-adexchanger-guest/) *·* [*read the original*](https://www.adexchanger.com/data-driven-thinking/googles-bidding-change-proves-agentic-advertising-has-an-agency-problem/?ref=fabric-media.ghost.io)*.*