Middleware is now available on Google Cloud Marketplace, giving Google Cloud customers a new way to subscribe: directly from your GCP console, billed through your existing Google Cloud invoice, with eligible spend counting toward your committed Google Cloud spend. Deployment doesn’t change. It’s the same OpenTelemetry agent, the same GKE install, and the same native integrations across your Google Cloud services, plus the 14-day free trial with unlimited ingestion that every subscription already includes.
TL;DR
- Middleware is now available on Google Cloud Marketplace: subscribe directly from your GCP console under your organization’s existing Marketplace terms, no new MSA required
- Billing consolidates onto your existing Google Cloud invoice, broken out as its own line item per project, and eligible purchases draw down against your negotiated committed spend
- The product itself is unchanged: same OpenTelemetry agent, same GKE install, same full observability stack, including Google Cloud APM, Kubernetes monitoring, distributed tracing, and OpsAI auto-resolution
- Custom pricing is still available as a Marketplace private offer for teams running Middleware at scale
- Every subscription includes a 14-day free trial with unlimited ingestion, then pay-as-you-go pricing at $0.30/GB
- Getting started takes five steps, from subscribing in the console to configuring the GCP integration for the services you want to monitor
Why we did this
For most Google Cloud customers we work with, the product was never the blocker. The paperwork was.
Subscribing to Middleware meant a standalone MSA, a security review that started from zero, and an invoice that sat entirely outside whatever commitment those teams had already made to Google Cloud. Meanwhile, most of them were sitting on committed spend agreements, negotiated in exchange for discounted rates, and actively looking for eligible ways to draw them down. Observability paid directly to us did nothing for that number.
That mismatch is what this Google Cloud Marketplace listing fixes.
The scale of what’s at stake is easy to underestimate. Google Cloud’s contract backlog reached $514 billion in Q2 2026, up from roughly $460 billion the prior quarter, and a large share of that is expected to convert to actual spend over the next two years. Starting today, Middleware is part of what that money can buy.
How does an org benefit from listing?
- Subscribe from the console. Find Middleware on Google Cloud Marketplace and subscribe under your organization’s existing terms, with no new contract negotiation to get started.
- One invoice. Middleware usage is metered and reported to Google Cloud, then appears as its own line item on your existing bill, attributed to the project it’s running in.
- Your existing approval chain. The purchase runs through whatever workflow already approves your GCP spend.
- Committed spend eligibility. Qualifying purchases draw down against your negotiated Google Cloud commitment, per your agreement’s terms.
- Private offers, still available. Running Middleware at scale? Negotiate custom pricing directly with our team, delivered as a Marketplace private offer and still billed through your Google Cloud invoice.
- One dashboard for spend. Track Middleware alongside GKE, BigQuery, and Compute Engine costs in the same Google Cloud billing dashboard, not a separate portal.
- Less legal and procurement drag. You’re purchasing through a vendor relationship your organization has already vetted, not opening a new one from scratch.
How Google Cloud Marketplace billing actually works
Google Cloud’s billing system doesn’t route Marketplace transactions as third-party charges passed through Google. It treats them as Google Cloud usage.
A dollar spent on a Marketplace-listed product draws down against your committed spend balance the same way a dollar spent on Compute Engine or Cloud Storage does, as long as the purchase is eligible under your agreement. There’s no separate reconciliation, no manual crediting, and no quarterly call with your account team to confirm it counted. It’s metered as Google Cloud consumption because it’s transacted through their Marketplace instead of ours.
“The majority of our Google Cloud customers we talked to told us a version of the same thing: they’d already vetted us technically, but their procurement and finance teams were stuck opening a brand-new vendor relationship for something they wanted running yesterday. The Marketplace listing collapses that gap. A team can subscribe in the console, point our OpenTelemetry agent at their cluster, and see traces and logs flowing in minutes, without a separate procurement track running in parallel.”
Sam Suthar, Director, Middleware
If you’re comparing us against a self-managed stack, say Prometheus, Grafana, and Loki running on your own infrastructure, this changes the math. It’s not our list price against free open source. It’s our price, largely covered by a commitment you already owe, against the engineering time it takes to run and maintain that stack yourselves.
Full-stack Google Cloud observability, without the procurement wait
Middleware is an AI observability platform built on OpenTelemetry, consolidating infrastructure, applications, and logs on a single correlated timeline. On Google Cloud specifically, that means native visibility across:
- Google Kubernetes Engine (GKE)
- Cloud Run
- Compute Engine
- Cloud SQL
- Pub/Sub
- Cloud Logging
- Cloud Monitoring
And it means access to the same platform Google Cloud customers already use us for:
- Infrastructure monitoring for the compute, storage, and network under your services
- Google Cloud APM, tracking latency, throughput, and error rates across services
- Log management centralized alongside your traces and metrics
- Distributed tracing to follow a request across service boundaries
- Kubernetes monitoring purpose-built for GKE, so node and pod issues surface before they page you
- Cloud Run monitoring, extending the same visibility to your serverless workloads
- Real user monitoring, with Core Web Vitals and native mobile support
- AI-powered root cause analysis that correlates signals across the stack instead of leaving engineers to trace the path manually
- OpsAI, Middleware’s AI SRE agent, which auto-resolves incidents rather than just flagging them, resolving more than 80% of issues on Middleware’s own production environment, with 6x to 10x faster time-to-resolution than competing AI SRE agents in head-to-head testing
Because all of it lives in one platform, on-call engineers spend less time reconciling disconnected tools during an incident and more time actually resolving it.
What this doesn’t change
This is a procurement and billing change, not a product change. If you don’t have a committed spend agreement with Google Cloud, you still get consolidated billing and simpler procurement, just not the commitment offset.
Not every dollar automatically counts toward drawdown, either. That depends on the specific terms of your Google Cloud agreement, so check with your Google Cloud account team before assuming full eligibility.
And if you’re already running Middleware at real scale and list pricing doesn’t fit your usage, talk to us about a private offer. This listing doesn’t replace that conversation; it just runs it through the Marketplace instead of around it.
Getting started
- Visit the Middleware listing on Google Cloud Marketplace.
- Subscribe directly from the console.
- Connect your Google Cloud account.
- Configure the GCP integration for the services you want to monitor.
- Start monitoring infrastructure, applications, and logs from a single platform.
For deeper reference:
- Middleware for Google Cloud solution page
- Cloud Run monitoring documentation
- GCP monitoring guide, background reading on monitoring Google Cloud workloads
Our commitment to Google Cloud customers
Marketplace availability is a milestone, but it’s also a starting point. It reflects an ongoing investment in making Middleware easier to adopt inside the workflows Google Cloud teams already use, and in continuing to deepen support for the services those teams rely on most.
As more of our customers move production workloads onto Google Cloud, expect this to be one of several steps we take to close the distance between choosing Middleware and getting real value from it.
Prefer to talk to us about a private offer or a larger deployment? Get in touch.
FAQs
Do I need a new contract to buy Middleware through Google Cloud Marketplace?
No. You subscribe from your existing Google Cloud account under your organization’s existing Marketplace terms. A new standalone contract is only needed if you’re negotiating a custom private offer.
Does this change how Middleware is deployed or managed?
No. Same OpenTelemetry agent, same GKE install, same native GCP integrations. The Marketplace listing only changes how you purchase and pay.
How does billing actually work once I’m on the Marketplace?
Middleware usage is metered and reported to Google Cloud, then appears as its own line item on your existing Google Cloud invoice, broken out by project alongside your other GCP costs.
Can I track Middleware spend separately from other GCP services?
Yes. Even though everything settles through one consolidated invoice, Middleware charges show up as a distinct line item in your Google Cloud billing dashboard, attributed to the project they’re running in.
Does all my Middleware spend count toward my Google Cloud committed spend?
Not automatically. Eligibility depends on the specific terms of your negotiated Google Cloud agreement. Check with your Google Cloud account team before assuming full drawdown.
Can I still negotiate custom pricing through the Marketplace?
Yes. Eligible customers can work with the Middleware team on custom pricing and private offers, which are still transacted and billed through the Marketplace once finalized.
Does buying through the Marketplace reduce our legal and procurement work?
For most teams, yes. You’re purchasing through a Google Cloud relationship your legal and security teams have already vetted, rather than opening a new vendor review from scratch.
Is there a free trial?
Yes. Every subscription includes a 14-day free trial with unlimited ingestion, so you can see full-stack visibility on your own Google Cloud workloads before committing. After the trial, pricing is pay-as-you-go at $0.30/GB. See Middleware’s pricing for details.
Which Google Cloud services does Middleware support?
Native integrations across GKE, Cloud Run, Compute Engine, Cloud SQL, Pub/Sub, Cloud Logging, and Cloud Monitoring, alongside 450+ integrations for the rest of your stack.
