Google is shutting down its marketing managed services in the United States for Google Display & Video 360, Search Ads 360, Google Analytics 360 and Campaign Manager, AdExchanger reports. An official shut-down date has yet to be disclosed.
The managed services were designed to foster an ecosystem of digital agencies, consultants and service providers that promote Google'a various advertising systems to end-customers. That ecosystem has now gained critical mass, AdExchanger notes, triggering multiple M&A deals among digital agencies that assist customers with Google-based advertising.
Example mergers and acquisitions include Martin Sorrell S4 buying MightyHive for $150 million in 2018, and Fimalac buying Jellyfish for $640 million in 2019, AdExchanger notes.
Google Cloud Platform: Long Live MSPs, GCP Managed Services
Google's forthcoming exit from marketing managed services is not to be confused with the search giant's commitment to cloud-based managed services. Indeed Google Cloud Platform includes a growing list of built-in managed services. The company also has a growing ecosystem of MSPs focused on public cloud services.
