谷歌广告政策大调整：全面取消代理商返点将引发行业洗牌
核心提示：谷歌广告政策即将迎来重大变革，全面取消代理商返点政策将深刻影响跨境电商和移动广告行业。
Key Insight:Google's advertising policies are about to undergo major changes, with the complete elimination of agency rebates set to profoundly impact cross-border e-commerce and the mobile advertising industry.
政策变动背景
Policy Change Background
据跨境电商行业消息人士透露，谷歌计划进一步调整其广告政策，逐步收紧对代理商的返点政策。这并非谷歌首次收紧返点政策，去年已取消App端广告返点，今年可能扩大范围。
According to cross-border e-commerce industry sources, Google plans to further adjust its advertising policies and gradually tighten rebate policies for agencies. This is not the first time Google has tightened rebate policies, having already eliminated App-side ad rebates last year, with the scope likely to expand this year.
行业影响分析
Industry Impact Analysis
移动广告代理商将首当其冲受到影响。目前市场上存在大量广告代理商，帮助企业在谷歌、Facebook等平台开展广告业务。虽然全面取消代理返点的消息尚未最终确认，但已有代理厂商开始提醒广告主调整策略。
Mobile advertising agencies will be the first to feel the impact. Currently, there are numerous advertising agencies in the market helping businesses conduct advertising operations on platforms like Google and Facebook. Although the news of completely eliminating agency rebates has not been finally confirmed, some agency vendors have already begun advising advertisers to adjust their strategies.
平台业绩压力
Platform Performance Pressure
后疫情时代，全球广告业务面临严峻挑战。AppsFlyer数据显示，2022年Q2移动营销投放预算平均减少12%。Meta第三季度广告收入同比下降4%，净利润下降52%。谷歌母公司Alphabet Q3营收增长从41%大幅下降至6%。
In the post-pandemic era, the global advertising business faces severe challenges. AppsFlyer data shows that mobile marketing budgets in Q2 2022 decreased by an average of 12%. Meta's Q3 ad revenue fell 4% year-over-year, with net profit down 52%. Google's parent company Alphabet saw Q3 revenue growth drop sharply from 41% to 6%.
政策变动详情
Policy Change Details
谷歌现有广告系列主要分为8大类型。业内人士表示，虽然政策尚未最终确定，但基本可以确定明年将取消返点政策。去年谷歌已取消App端返点，今年电商类客户可能参考此政策。
Google's current ad campaigns are mainly divided into 8 types. Industry insiders say that although the policy has not been finalized, it's basically certain that rebates will be eliminated next year. Google already eliminated App-side rebates last year, and e-commerce clients may face similar policies this year.
谷歌战略转向
Google's Strategic Shift
谷歌的转变早有迹象，从去年取消应用系列广告返点开始逐步收紧政策。分析认为，谷歌可能认为广告主不再需要代理商，市场已过拓荒阶段，现在更倾向于直客模式，主要服务大品牌客户。
Google's changes have been evident, gradually tightening policies since eliminating rebates for app series ads last year. Analysis suggests Google may believe advertisers no longer need agencies, with the market past its pioneering stage, now favoring direct client models primarily serving major brand clients.
行业应对策略
Industry Response Strategies
取消返点对游戏出海影响最大，明年若全面取消将主要影响电商类企业。一些代理公司已在寻求转变，部分纯流量代理开始通知大客户转代理。广告主开始选择谷歌海外户，如阿根廷户返点可达13-15%。
Eliminating rebates impacts game出海 the most, with comprehensive elimination next year mainly affecting e-commerce businesses. Some agencies are already seeking changes, with pure traffic agencies beginning to notify major clients to switch agencies. Advertisers are starting to choose Google overseas accounts, such as Argentina accounts offering 13-15% rebates.
未来趋势展望
Future Trend Outlook
谷歌对代理商的要求将越来越高，除了开户、充值，还会考察能否为生态带来更多价值。代理商需要提供精细化运营和整体解决方案，纯操作型代理将逐步被淘汰。
Google's requirements for agencies will become increasingly stringent, examining not just account opening and充值 but also whether they can bring more value to the ecosystem. Agencies need to provide refined operations and comprehensive solutions, with purely operational agencies gradually being phased out.
