We’ve moved past the days where merchants and CSS providers could operate in isolation. Where this still occurs, it leads to inconsistencies and disputes. In 2026, the opportunity is for the two to come together and evolve into an incremental channel that thrives on precision. We’re here to explore how a cohesive CSS partnership leads to optimised results at scale.
The Context
CSS often runs through an affiliate model where providers are simply bidding on merchants’ products with the main goal of earning a commission.
This process often happens with little to no coordination with the retailer’s internal PPC teams, leading to weak alignment when trying to achieve the best results. As well as this, conflicts can occur between the CSS provider’s goal of maximising commission to cover Google traffic costs and the merchant’s goal of maximising efficiency of the affiliate channel.
The Shift
Top CSS partners operate as an extension of the internal search team.
One key change that can make a difference with CSS is for the partner to ingest the merchant’s own conversion data directly from tools like GA4. This ultimately helps to optimise the bidding process, as it removes the obstacle of 3rd party systems with different attribution models, which create data discrepancies. Using the merchants’ own data also helps to improve accuracy and confidence that the revenue that has been generated is incremental.
The other parts of alignment include having a clear and transparent approach to negative keywords and agreement on which parts of the inventory to focus on. Specifically with advanced segments and custom labels, sophisticated campaigns can be launched to align with strategic priorities, such as pushing more budget to best sellers. Furthermore, these campaigns can apply strategies to products that are underserved in the main merchant campaign.
There is also the importance of moving the conversation from revenue to one of profit. A strategic partner will know which products have the best margins and, in turn, bid appropriately. This results in better business outcomes than what can be done with ROAS alone.
The Connexity Solution
As a premium CSS provider, Connexity is designed to partner with in-house paid media and search teams with an end-to-end solution. This includes enterprise ad platform connection, multi source tracking, robust data handling capabilities, granular reporting and billing interfaces.
Campaign strategy is designed upfront, with an incremental-first approach and in collaboration with your media team to align to the KPIs and product categories that matter most.
Our expert analyst and account management teams use proprietary optimisation tools in order to deliver the best results possible. From SKU matching technology to AI-driven smart categorisation, these powerful tools aid the goal of delivering proven results.
On average the business delivers up to 25% incremental impression share measured through share auction insight data. With a proven incrementality testing protocol available on request, merchants can be confident that the CSS is helping them grow market share.
With the right processes and set up implemented, the CSS channel can lead to success for both merchants and partners alike. As an award-winning CSS partner, Connexity offers control, transparency and data alignment that delivers.
