Not all of the big four holding companies appear under pressure to acquire Google partners. Publicis Groupe and Omnicom Group weren’t mentioned by sources as having issues with lapsed analytics certifications, and Omnicom actually more than tripled its number of Google analytics certified staff last year, according to a person familiar with the situation.
Why Google cares who buys its partners provides a glimpse into the politics of digital analytics, reseller relationships and vulnerabilities, even for the biggest media company on earth.
Holding companies have been complaining to Google that digitally focused players like S4 Capital’s MightyHive (now part of its Media.Monks unit) are using Google partner status as a foot in the door to secure broader media assignments from big clients, say people familiar with the matter. S4 executives declined to comment on this.
Using Google certification as a wedge to develop other business may sound like a good strategy. But Google wants…