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Digital direct: Google's scheme is not the be-all and end-all for search
Google certainly caused a stir when it announced its plans to abolish its agency commission system in favour of the European Third-Party Programme (see analysis, p17). Designed to encourage best practice and empower third parties, the programme is viewed by The Search Works as a positive initiative to boost the quality of services in the SEM (search engine marketing) space. Much less attractive, however, is the massive reduction in commission that accompanies it.
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