How Google's turn to resellers coincides with its largest round of layoffs - Search Engine Land

Google has been encouraging advertisers to use its network of approved resellers more frequently in recent years.

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. Resellers, such as Accenture Interactive, Incubeta, Jellyfish, Media.Monks, and Smartly.io, assist media buyers in managing ad campaigns using Google’s marketing services.

These resellers are expected to see an increase in referrals from Google in the coming year. Additionally, Google is directing even well-known advertisers to use these resellers as a way to outsource labor-intensive services that have low margins. This shift in strategy contrasts with earlier years when Google directly contracted with brands.

Google loses 6% of its workforce. This news comes on the heels of Google announcing its first mass layoff in the company’s 25-year history. Last week, more than 12,000 jobs were cut. In a blog post, Google CEO Sundar Pichai said “In a blog post, he claimed such measures were made “to sharpen our focus, re-engineer our cost base, and direct our talent and capital to our highest priorities.”

It has not been confirmed which areas or groups have been cut the most and how advertising operations are affected.

Google lessening its workload. Digiday reported one media executive, who controls an annual media budget of tens of millions of dollars, said this model contrasts with earlier years...

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