Google dump BPF in 2008

[globalmedia]

Big news, or not...and will it actually have any impact on the companies that collect it, some do offer it as a % kickback to clients as part of the overall deal, I know of one larger insurance company that takes it all from there agency....and will MSN and Yahoo follow.

Google to end ad agency subsidy | New media | MediaGuardian.co.uk

[Shane]

bout time.. been plenty of agencies out there "managing" client spends for "free"

bascially where they've pocketed the kickback and done nothing much cept bang in some software spent less than a day configuring it roughly and sit back without adding any real value.

will be a level playing field for all merchants and agencies heh

gotta laugh at this "Agencies are now at a level where they don't need a subsidy," said Damian Burns, head of agency relations for Google EMEA" .. like yeah.. umm justify saving £50 mill a year by saying agencies are cool without it.. some wont be

I'm sure some agencies will struggle for sure, costs will go up, and the need for transparancy will increase, methinks some will find themselves hauled to explain just what they've been doing for their kickback

altough not till end 2008

[hpops]

Its massive news for the larger agencies. Massive.
Probably won't effect us "mid-tier" folk to a substantial level.
I severely doubt that MSN and Yahoo will follow suit.
There will be an agency backlash (particularly in the press) but it will be ineffective. Google are by far the biggest game in town and it simply isn't an option for any campaign of size to not include it. Really puts the onus on the agency to Value Add (and about time too)

[Azam.net]

Positive step. Levels the playing field and will not just be about amount of ad spend, but how good you are.

[Paul Wright]

I feel very sorry for those agencies who have built thier model around this or have search departments surviving on kick backs. I say bring it on and see who's gonna sink or swim

I wonder if the other engines will see an increase in spend on the back of this?

Paul