We’re excited to announce that we’re now offering Google MCM (Multiple Customer Management) connection through our supply-side platform! This integration allows publishers to tap into fresh sources of demand. Ultimately, this will help boost your advertising revenue.

You might wonder — what exactly is Google MCM? Why is it such a dainty tidbit for publishers?

In this article, we'll walk you through the main points that will make planning your publishing experience much easier.

What is Google MCM?

Google MCM is a feature in Google Ad Manager (GAM) 360 that lets publishers link with Google Ad Exchange (AdX) through third-party partners. These partners advise, represent, and oversee networks or inventory on behalf of publishers. It helps publishers work with third-party partners, like supply-side platforms (SSPs), where they can manage the publisher’s ad inventory all from one account. This makes it easier for publishers to collaborate with their monetization partners. 

Why is Google MCM important for publishers?

Key benefits of Google MCM:

  • Enhanced Revenue Opportunities: Publishers now have the opportunity to tap into premium ad demand sources that were once beyond their reach.
  • Simplified Account Management: MCM makes it easier to handle inventory and manage partnerships. It streamlines the whole process, saving you time and effort.
  • Improved Transparency and Compliance: Publishers can count on reliable partners to manage the technical side of things, all while staying compliant with Google’s policies.
  • Access to Premium Demand: Connect with a wider range of advertisers who are actively seeking top-notch inventory.
  • Optimized Monetization: Use cutting-edge features and tools to enhance your ad placement strategies.
  • Streamlined Collaboration: Partner effortlessly with reliable associates to manage your inventory more effectively.

Understanding MCM connection types

Google MCM provides two main connection types:

   

Key Features

 

Managed Account (MA)

 

Managed Inventory (MI)

 

Allowed Parent Publishers

 

A child publisher can only work with one parent publisher.    

 

A child publisher can collaborate with up to 15 parent publishers.

 

Access to GAM Account

 

The parent publisher has full access to the child publisher’s GAM account.

 

Parent publishers do not gain access to the child publisher’s GAM account.

 

Revenue Flow    

 

Revenue is directed to the parent publisher’s account. However, the child publisher can also receive an auto-payment based on a pre-agreed revenue share.

 

Payments are made to the parent publisher.
 

Inventory Control    

 

The child publisher retains full control over their ad inventory.    

 

The parent publisher manages the delegated ad inventory on behalf of the child.

 

Ad Management    

 

The parent publisher oversees all ad operations within the child publisher’s account.    

 

Ad trafficking is entirely managed by the parent publisher, without the child accessing parent settings.

 

Tagging Requirements

 

The child publisher is required to use their own GAM tags.    

 

The child publisher must use tags provided by the parent publisher.

 

Requirements to get started with Google MCM

Eligibility criteria:

To qualify for Google MCM, publishers typically need to:

  • Own a valid Google Ad Manager account with sources approved by Google.
  • Websites must meet Google's quality standards; only original, high-quality, non-sensitive content.
  • Websites must contain a valid ads.txt/ app-ads.txt file.

How to get started:

  • Share Details: Provide your GAM Network ID and email to your Publisher Relations Manager.
  • Accept Invitation: Look for an invitation to join the MCM program in your email/GAM account and accept it.
  • Update ads.txt: Add specific MCM lines to the ads.txt file on all connected websites/apps.

If you follow these steps, you'll be able to tap into all that Google MCM has to offer and start enjoying new sources of revenue.

Next steps: how to monetize your inventory

If you want to monetize your inventory through Google MCM, we can help. Whether you already have a Google Ad Manager account or are just starting out, feel free to reach out. Contact your Publisher Relations Manager or drop us an email at publishers@smartyads.com to get started.

Curious about new demand streams through Google MCM?

Let’s get started!