After the gradual cancellation of Google/Facebook agency advertising rebates, how can advertising agencies break through after 2025?

Starting from 2023, there have been rumors circulating online that Google will cancel advertising rebates for agents in China, causing a stir with just one stone. Starting from 2024, Google will cancel agent advertising rebates in China

Starting from 2024, there have been rumors circulating online that Facebook will cancel advertising rebates for first tier agents in China, causing a stir. Starting from 2025, Facebook’s advertising rebates for agents in China will be reduced by 50%, with stricter KPI requirements

From the beginning, TikTok’s advertising rebates for first tier agents in China were very low, ranging from 1% to 5%. It has remained calm and lukewarm, with stricter KPI requirements and exceptionally strict policy requirements

In fact, this is not the first time that Google has tightened its rebate policy for agents. Last year, it canceled the advertising rebate policy on the App. When the news of Google’s complete cancellation of the agent rebate policy came out this year, both sides of the game held their own opinions. Google/Facebook believed that “advance notice is the first”, while agents felt that “cutting the donkey”.

Having worked in channel management for over a decade, from the perspective of the underlying logic of agent value, Google/Facebook’s adoption of such channel policy adjustments is actually an inevitable product of channel development at a certain stage, which can be predicted and understood.

From the perspective of Google/Facebook as manufacturers, how much of the three major values of Chinese agents are left?

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