In the course of this article, we’re going to uncover everything you need to know about Google MCM. If you’ve heard this term floating around and wondered what it’s all about, you’re in the perfect spot. We’ll kick things off with a quick, no-fuss explanation and then dive into all the important details.

What Is Google MCM? The Short Answer

Google MCM, which stands for Multiple Customer Management, is a feature within Google Ad Manager (GAM) that allows account holders (often larger publishers or certified publishing partners) to manage ad inventory and monetization for other publishers, known as “child publishers.” Think of it as a way for a parent account to officially manage and represent one or more other publisher accounts, helping them with ad operations, optimization, and accessing demand sources like Google AdX, all under a clear and transparent agreement.

Now that you’ve got the gist, let’s explore the ins and outs of Google MCM more thoroughly.

How Google MCM Works: Guide For Newbies

At its heart, MCM is built around an invitation and agreement process within Google Ad Manager. Here’s a simplified breakdown:

1. The Parent Publisher (Manager): This is typically a larger publisher, a Google Certified Publishing Partner (GCPP), or a business that specializes in ad management. They must have a Google Ad Manager account and be approved by Google to use the MCM feature.
2. The Child Publisher (Client): This is the website owner or app developer who wants assistance with managing their ad inventory.
3. The Invitation: The parent publisher sends an invitation to the child publisher through Google Ad Manager. This invitation specifies the type of delegation (which we’ll discuss next) and the proposed revenue share.
4. Acceptance and Agreement: The child publisher reviews the invitation. If they agree to the terms, they accept it. This formalizes the management relationship within Google’s ecosystem.
5. Management Begins: Once the agreement is active, the parent publisher can manage the child publisher’s inventory according to the agreed-upon delegation type.

This system ensures that both parties are aware of the terms, and Google has oversight of these management relationships.

Types of Delegation in MCM: Manage Account vs. Manage Inventory

A crucial aspect of MCM is understanding the two different types of delegation authority a parent publisher can have over a child publisher’s account. These define the level of access and control the parent has:

Manage Account Delegation

• What it is: With “Manage Account,” the child publisher grants the parent publisher full delegated access to their entire Google Ad Manager account. Essentially, the parent can act on behalf of the child publisher within their GAM account.
• Control: The child publisher retains ownership of their account and inventory. However, the parent has comprehensive access to manage ad trafficking, monetization settings, reporting, and more, directly within the child’s GAM environment.
• Use Cases: This is often used when a publisher wants a trusted partner to take over all aspects of their ad operations and monetization strategy. It provides a high level of support.
• Responsibility: The parent is responsible for managing the inventory according to the agreement. Both parties have visibility into the account.
• Payment: Payments for the child publisher’s inventory typically flow through the child’s Ad Manager account, and then the agreed revenue share is settled between the parent and child.

Manage Inventory Delegation

• What it is: With “Manage Inventory,” the child publisher delegates specific portions of their ad inventory to the parent publisher. The parent then manages and monetizes this delegated inventory through their own Google Ad Manager account.
• Control: The child publisher doesn’t give full access to their GAM account. Instead, they designate certain ad units or inventory segments that the parent will manage. The child publisher continues to manage their non-delegated inventory themselves.
• Use Cases: This is suitable when a publisher wants to leverage a partner’s expertise or demand for specific parts of their inventory, perhaps for international traffic or certain ad formats, while still managing other parts directly. It’s also how third-party partners often provide access to Google AdX demand.
• Responsibility: The parent is responsible for the ad serving and monetization of the delegated inventory. The child publisher sees this as demand coming from the parent partner.
• Payment: Revenue generated from the inventory managed by the parent is paid to the parent’s Ad Manager account. The parent then pays the child publisher their share according to the agreed terms. Google pays the parent; the parent pays the child.

The choice between “Manage Account” and “Manage Inventory” depends on the publisher’s needs, their relationship with the managing partner, and what they are trying to achieve. “Manage Inventory” is generally the more common model used by Google Certified Publishing Partners when providing AdX access and monetization services.

Who Are the Key Players in the MCM Ecosystem?

• Child Publishers: These are website owners or app developers seeking assistance with ad monetization. They might lack the resources, expertise, or direct access to premium demand sources like Google AdX.
• Parent Publishers (MCM Partners): These are typically:
  • Google Certified Publishing Partners (GCPPs): Companies that have been vetted and certified by Google to help other publishers with monetization. They often specialize in ad optimization, yield management, and providing AdX access.
  • Large Publishers: Some very large publishers with sophisticated ad operations might use MCM to manage smaller websites or sister sites within their network.
  • Businesses Specializing in Publisher Management: Agencies or companies that focus on offering ad management services.
• Google: Google provides the Ad Manager platform, defines the rules for MCM, approves parent partners, and facilitates the invitation and agreement process.

Benefits of Using Google MCM

MCM offers a range of advantages for both child publishers and the parent partners managing them.

Advantages for Child Publishers:

• Access to Google Ad Exchange (AdX): This is often the biggest draw. Many child publishers don’t meet the stringent requirements for direct AdX access. MCM, particularly through the “Manage Inventory” model with a GCPP, provides a legitimate pathway to this premium demand, which can lead to higher CPMs (Cost Per Mille, or revenue per thousand impressions) and better fill rates.
• Expert Ad Management and Optimization: Child publishers can benefit from the expertise of seasoned professionals in ad trafficking, yield optimization, ad layout, and troubleshooting. Parent partners often have dedicated teams focused on maximizing ad revenue.
• Increased Revenue Potential: Through AdX access, better optimization, and potentially access to preferred deals or private marketplace (PMP) deals negotiated by the parent, child publishers often see an uplift in their overall ad earnings.
• Focus on Core Business: By outsourcing ad management, publishers can free up time and resources to focus on creating quality content and growing their audience.
• Transparency and Control: Compared to older systems like SPM, MCM offers greater transparency regarding revenue shares and performance. With “Manage Account,” the child publisher retains full visibility. Even with “Manage Inventory,” clear contractual agreements are in place.
• Access to Advanced Ad Technologies and Formats: Parent partners may have access to or expertise in implementing newer ad technologies, formats (like video, native, rich media), and header bidding setups.

Advantages for Parent Publishers (MCM Partners):

• Legitimate Way to Manage Multiple Clients: MCM provides an official, Google-sanctioned framework for managing other publishers’ ad inventory.
• Scalability: It allows partners to efficiently manage and grow their portfolio of client publishers within Google Ad Manager.
• Access to Diverse Inventory: Partners can work with a wide range of websites and apps, diversifying their own business.
• Revenue Generation: Parent partners earn a share of the ad revenue generated for their child publishers, as per their agreements.
• Enhanced Tools and Features: Google Ad Manager provides sophisticated tools for managing multiple accounts and inventory streams under the MCM program.

Moving from SPM to MCM: What Publishers Needed to Know

For those who were part of the older Scaled Partner Management (SPM) program, the transition to Multiple Customer Management (MCM) was a significant shift. Google deprecated SPM, making MCM the standard.

The key implications of this transition included:

• Need for New Agreements: All existing SPM relationships had to be transitioned to MCM, which required new invitations and acceptances under the MCM framework.
• Choice of Delegation Type: Publishers and their partners had to decide between “Manage Account” and “Manage Inventory” based on their needs.
• Increased Transparency Requirements: MCM brought stricter rules around transparency, particularly concerning revenue shares and child publisher control.
• Focus on Child Publisher Ownership: A core principle of MCM is that the child publisher always owns their website/app and its associated ad inventory. The parent partner is a service provider.

This transition aimed to create a healthier and more transparent programmatic ecosystem.

Requirements and Eligibility for MCM

Not just anyone can become an MCM parent partner. Google has specific criteria:

For Parent Publishers (MCM Partners):

• Google Ad Manager Account: A prerequisite.
• Compliance with Google Policies: Must adhere to all Google Ad Manager and AdSense program policies.
• Business Legitimacy: Google vets applicants to ensure they are legitimate businesses with a good track record.
• Expertise and Capability: Partners need to demonstrate they have the expertise to effectively manage publisher accounts and add value.
• Often, being a Google Certified Publishing Partner (GCPP): While not exclusively limited to GCPPs, many MCM parent partners are also GCPPs, which involves a rigorous certification process by Google.

For Child Publishers:

• Google Ad Manager Account: To accept an MCM invitation, the child publisher usually needs their own GAM account (even if it’s a basic one).
• Compliance with Google Policies: The child publisher’s website or app must also comply with all Google publisher policies. Quality content and a good user experience are crucial.
• Willingness to Partner: They must be willing to enter into a formal agreement with an MCM parent partner.

Choosing the Right MCM Partner: Tips for Child Publishers

If you’re a publisher considering working with an MCM partner, it’s vital to choose wisely. Here are some factors to consider:

• Google Certification (GCPP): Working with a Google Certified Publishing Partner provides an added layer of assurance, as these partners have been vetted by Google.
• Transparency: Ensure the partner is transparent about their services, revenue share, and performance reporting. Ask for clear contractual terms.
• Expertise and Services Offered: Do they offer services that match your needs? This could include AdX access, ad layout optimization, header bidding setup, technical support, etc.
• Reputation and Reviews: Look for testimonials, case studies, or reviews from other publishers they’ve worked with.
• Communication and Support: How responsive and helpful is their support team? Good communication is key to a successful partnership.
• Revenue Share Model: Understand the proposed revenue share. While a lower percentage for the partner might seem attractive, consider the overall net revenue they can generate for you. A highly skilled partner generating significantly more gross revenue might still result in more net income for you even with a higher revenue share percentage.
• Contractual Terms: Pay close attention to the contract duration, termination clauses, and any exclusivity requirements.

Don’t rush into a decision. Do your due diligence to find a partner who is a good fit for your specific needs and goals.

Frequently Asked Questions (FAQs) about Google MCM

Let’s address some common questions about Google Multiple Customer Management.

What is the main difference between Google MCM and Google AdSense?

Google AdSense is a program where Google places ads on your website, and you earn a share of the revenue directly from Google. It’s a direct relationship with Google for ad monetization.

Google MCM, on the other hand, is a feature within Google Ad Manager that allows a third-party (the MCM parent partner) to manage your ad inventory and monetization on your behalf. The MCM partner often helps you access premium demand sources like Google AdX (which you might not be able to access directly) and provides optimization services. So, with MCM, you’re partnering with another company that uses Google’s tools to manage your ads, whereas with AdSense, you’re working directly with Google’s ad network.

Can I use MCM if I already have an AdSense account?

Yes, you can. Many publishers who use an MCM partner for AdX access and advanced management might still have an AdSense account. In fact, an MCM partner can help manage how AdSense competes with other demand sources (like AdX) for your inventory through Google Ad Manager’s dynamic allocation, aiming to get you the best price for each impression.

What is a Google Certified Publishing Partner (GCPP)?

A Google Certified Publishing Partner (GCPP) is a company that has undergone a rigorous vetting process by Google and is recognized for its expertise in helping publishers succeed with Google’s monetization tools, including Google Ad Manager and AdX. GCPPs often act as MCM parent partners, offering services like account management, ad optimization, technical support, and access to AdX. Working with a GCPP can provide publishers with confidence in the partner’s capabilities and adherence to Google’s standards.

What revenue share can I expect with an MCM partner?

Revenue shares vary widely depending on the MCM partner, the services they provide, the quality and volume of your inventory, and the overall market conditions. There’s no standard percentage. It can range from the partner taking a small percentage (e.g., 10-15%) to a larger one (e.g., 20-40% or more), especially if they are providing significant value-added services, direct sales efforts, or advanced technology. It’s crucial to have a clear, written agreement on the revenue share before starting. Remember to evaluate the net revenue you’ll receive, not just the percentage.

Is MCM mandatory to access Google AdX?

For most publishers who don’t meet Google’s very high direct eligibility criteria for AdX (which typically includes many millions of monthly ad impressions and a direct relationship with Google), working with an MCM parent partner (often a GCPP) through the “Manage Inventory” delegation type is the primary way to gain access to Google AdX demand. So, while not “mandatory” in an absolute sense (you could strive for direct access), it’s the most common and practical route for a vast number of publishers.

Conclusion

Google Multiple Customer Management (MCM) has fundamentally reshaped how publishers and management partners collaborate in the programmatic advertising space. It provides a structured, transparent, and Google-approved framework for third-party ad management, replacing the older, less transparent SPM system.