The news: Amazon Web Services (AWS) and Google Cloud partnered to create a multicloud networking service that lets enterprises spin up private, high-speed links between their platforms in minutes, not weeks, per Android Central. 

The service joins AWS Interconnect with Google Cloud’s Cross-Cloud Interconnect to make cross-cloud traffic faster, more resilient, and less vulnerable to outages. AWS plans to bring Microsoft Azure into the network in 2026, effectively tying the three major clouds—and their customers—into a shared backbone.

Why it matters: Three outages—AWS on October 20 and Cloudflare on November 18 and December 5—exposed how brittle core internet infrastructure has become and how expensive each disruption is. Outages break attribution chains, stall ad delivery, disrupt retail checkouts, and skew measurement windows, which can hurt brand profits.

Coordinated connectivity between the largest cloud providers doesn't reduce the need for networks like Cloudflare, but it improves the routing of internet traffic between major cloud providers.

For brands, the new multicloud rails promise steadier campaign performance, fewer blind spots in reporting, and a buffer against the cascading failures that turn routine traffic spikes into costly downtime.

The challenge: Rising AI workloads, denser traffic patterns, and always-on consumer behavior have turned even brief failures into economic shocks. That’s why AWS, Google Cloud, and soon Azure are stitching together direct, private pathways that route around trouble before it hits users.

AWS’ plan to partner with cloud rivals signals a shift from competitive silos to shared responsibility. The three companies may battle for workloads, but they’re aligned on one reality: Outages hurt everyone. 

Takeaway for brands: As cloud giants reinforce the internet’s plumbing, brands should match that urgency by auditing single-cloud dependencies, stress-testing campaign flows, and building failover paths for commerce and attribution. 

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.