You work at a global company that delivers products around the world. You would like to create a Shopping campaign to promote products in the European Economic Area and Switzerland. How are Shopping ads served in the European Economic Area and Switzerland?

In the European Economic Area (EEA) and Switzerland, Google operates under specific regulatory requirements that allow for greater competition among Comparison Shopping Services (CSSs). This means that advertisers are not limited to using Google's own CSS (Google Shopping) but can choose to work with any CSS partner to display their Shopping ads. This fosters a more open marketplace for product advertising. "Shopping ads can be served by Google Merchant Center only" is incorrect because Google Merchant Center is a tool for uploading product data, not a CSS itself. "Shopping ads can be served by one Comparison Shopping Service (CSS)" is incorrect because advertisers can work with multiple CSSs simultaneously. "Shopping ads can be served by Google My Business" is incorrect as Google My Business is for local business listings, not for serving Shopping ads.