Agencies expect landgrab as Google BPF ends
Search and media agencies are on alert as the end of Google's Best Practice Funding (BPF) programme creates a potential landgrab for major search accounts.They have been spurred by the imminent end of Google's agency commission scheme, which rewards agencies for buying Google ads.The ending of the scheme from next year means agencies that had previously used BPF to attract businesses by passing their commission on to clients will now have to renegotiate the terms of their ...
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