In recent years, Google encourages advertisers to make more use of its approved reseller network.
This strategy helps Google reduce expenses for advertising services and positions the company as a software-as-a-service (SaaS) provider, which is more appealing to investors. Media buyers can use Resellers such as Accenture Interactive and Incubeta to manage ad campaigns that utilize Google’s marketing tools.
In the next year, these resellers will see increased referrals from Google. Google has also directed well-known advertisers that these resellers be used to help them outsource low-margin labor-intensive services. This strategy shift contrasts with years past when Google contracted directly with brands.
Google sheds 6% its workforce. Google announced its first mass layoff in 25 years. This announcement comes after the news. More than 12,000 job openings were eliminated last week. Sundar Pichai, Google’s CEO, stated in a blog that such actions were taken “to sharpen and re-engineer the cost base and to direct our capital and talent towards our highest priorities.
There are no details available about which advertising areas have suffered the greatest cuts and what effects they had on their operations.
Google is reducing its workload. Digiday reports that one senior media executive who oversees a media budget in excess of $10 million per year said the new model is different from previous years, when Google directly contracted with brands seeking to do business with it.
Another media buying executive stated that Google is trying to avoid dealing with clients directly.
We care. This shift in strategy could make it harder for advertisers to access Google’s marketing platform if they are not a partner. Marketers may need to use resellers in order to gain access to Google’s advertising tech, such as the demand-side platform, ad server and Google Analytics.
This new model could also cause confusion for marketers, as they might not be able to fully understand the benefits of enterprise groups solutions that require them to use resellers. They may also find that Google does not provide direct support for them when they have problems. Instead, they will have to depend on resellers for billing and payment issues.
Google may send you more referrals if your agency is a partner. This could help you grow. This could be a chance for agencies partners to build a stronger relationship with Google Support and provide better service to their clients.
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