The ultimate guide to Google MCM partners for 2023

Since its inception in 1998, Google has been expanding continuously to become a more diverse and influential network beyond just an internet search engine. As a major achievement, Google rolled down Google ads in 2000 to further expand its horizon. Since then, the Google advertising ecosystem has been evolving fast and now consists of millions of websites, apps, shopping platforms, media, and news channels.

All these changes in the Google ads ecosystem are due to the transformations in the digital advertising landscape within the AdTech industry. Looking at the most recent modification in Google's existing ad structure, we see its decision to take down Scaled Partner Management (SPM) and implement Google Multiple Customer Management (MCM) as its replacement.

MCM has many benefits over SPM, such as Google Multiple Customer Management is powered with unique features that make the programmatic advertising approach more transparent, secure, and efficient for publishers. That said, many publishers and advertisers seem confused while understanding the core concept of MCM and its advantages. Hence, let's discuss everything about Google's multiple customer management program and eradicate publishers' misconceptions regarding Google MCM.

Quick overview of Google SPM program

Google SPM is the abbreviation for scaled partner management program that Google introduced to solve publishers’ challenges with Google AdX. That’s because many publishers could not qualify for direct AdX integration.

To provide an optimum solution, Google launched the scaled partner management program that allows publishers to access Google Ad Exchange via third-party app monetization platforms, AdTech companies, and authorized Google partners. With SPM, publishers can showcase their ad inventory before a larger pool of advertisers, increasing their reach and ad revenue.
Later, around June 2021, Google revealed that the company was discontinuing SPM and preparing to launch Google multiple customer management as its replacement. With the effect of the decision, SPM started to depreciate in July 2021, and it was taken down entirely from Google on 1 Feb 2022.

Google SPM to MCM Migration Timeline

Why did Google replace SPM with MCM?

There were multiple challenges associated with scaled partner management, including publishers’ inability to see who is the end advertiser buying their ad inventory and less clarity on the authorization level. Google MCM Ad Manager is optimized to address these challenges and provide publishers (parent + child publisher) with improved transparency and accessibility. Following are some of the main reasons why Google replaced SPM with Multiple Customer Management:

1. It was harder to customize and add new features in SPM.
2. Difficulty in managing publishers authorizations
3. Lack of transparency in ad inventory auction and selling
4. Ad management was a complex approach

With Google multiple customer management, both parent and child publishers enjoy various benefits such as high transparency on ad exchange processes and ease of accessing Google Ad Manager (GAM). Another reason behind Google discontinuation on SPM is the time-period. SPM came into effect when Google Ad Manager and Google Ad Exchange were different tools. With time, Google revolutionized almost every aspect of its advertising ecosystem, so why not SPM.

What is the Google MCM program?

Being a substitute for the SPM module, multiple customer management is more than a Google-owned program. Google Multiple Customer Management is a tool within Google Ad Manager 360 that enables child publishers to access Google Ad Exchange via selected Google mcm partners.

These Google partners are authorized to represent, manage, and consult ad inventory on behalf of the child publishers. Since access to Google multiple customer management features is available only to the parent publishers, Google has set strict parameters and qualifying criteria. Publishers looking to transition to Google MCM seamlessly can contact a certified Google MCM partner like GreedyGame. Contact us to get started with MCM.

Similar to SPM, the Google MCM program also includes “Parent publisher (refers to a Google-certified third party publishing partner)” and “Child Publisher (independent or small publishers who want to access Google ad exchange through Google authorized publishers).” The delegation module differentiates Google’s multiple customer management from Google SPM. Continue reading to learn more about delegation types and their importance.

About Google MCM Delegation Modules

Inventory delegation in Google multiple customer management refers to the parent publisher’s permission to access the ad request delegated by the child publisher to the parent account. These child publishers use Google Multiple Customer Management and MCM delegation modules to connect with parent publishers to monetize their ad inventory. Following are the Google multiple customer management delegation types currently working on Google.

Managed inventory (MI) Delegation

Under the MCM-managed inventory delegation module, the parent publisher can access the ad request made by the child publisher. However, access and settings rights permissions remain with the child publisher. Following are the key points about Managed Inventory delegation.

Managed Account (MA) Delegation

Under the Google MCM managed account delegation module, the child publisher grants the parent publisher edit access to all the ad inventory in their account. With that, the parent publisher has the right only to manage and monetize child publishers' ad inventory. Following are the key points about Managed Account delegation.

Advantages of the Google Multiple Customer Management Program

Higher transparency and a more robust publishing strategy are the basic advantages of Google MCM, but its advantages are more than just these two. While SPM could provide publishers with quick access to Google AdX, Google Multiple Customer Management moves further to offer publishers access to open bidding, unlocking additional demand for their ad inventory.

How do you get access to the Google MCM program?

Whether you are a child publisher looking to access Google Ad Exchange through Google AdX Partner or are already working with an SPM partner but want to know the further steps, you must have a Google Ad Manager account in place.

As the next step, you need to search for approved Google MCM partners. While only selected SPM partners will have access to the MCM feature, you can check whether your current SPM publisher has access to MCM or not.

Your respective certified Google MCM partner (generally known as the parent publisher) will send you an invitation. As soon as you accept the invitation, your Google MCM partner will be able to access, manage and monetize your ad inventory. However, as mentioned earlier, you need to choose a befitting delegation type like the following:

In case of Managed account

You will receive the payment directly from Google based on the terms mentioned in the revenue-share agreement. The parent publisher will manage all your inventory in your GAM MCM account and you will be able to track every activity associated with it. If you are attempting to monetize your websites, then you need to paste the GPT tag into your website that is generated in your GAM account.

In case of Managed Inventory

After the approval process is done, you’ll provide your parent publishers with access to some specific ad inventory. Unlike manage account delegation-type, your partner cannot access or manage your GAM account. Instead, your parent publisher will set up, manage and optimize the inventories using their GAM 360 account.

For app publishers, the approach to using MCM is straightforward. But, if you are using the Google Multiple Customer Management feature for your website, then you Regarding the GPT tag, your Google MCM partner will provide it. All you need to do is, add the GPT tag to your website. Following is a sample GPT tag:

<head>
  <script async src="<https://securepubads.g.doubleclick.net/tag/js/gpt.js>"></script>

  <script>
    window.googletag = window.googletag || {cmd: []};
    googletag.cmd.push(function() {
      googletag
         .defineSlot('/1234567,1234/Travel', [300, 250], 'div-gpt-ad-1568729559138-0');
         [...]
    })
  </script>

 </head>

The code ‘1234567’ in the above represents the parent publisher’s network code, and ‘1234’ is the child publisher’s network code. While you add the GPT tag on your website, ensure that network codes are correctly placed in the correct function.

The Google multiple customer management Glossary

GAM 360

GAM 360, or Google Ad Manager 360, is the paid version of GAM that publishers use to unlock more impressions once they cross the monthly impression limit. Due to the high impression feature, GAM 360 is highly preferred by enterprise publishers managing huge ad ops teams, ad inventory, sales, and various child publishers. Besides impressions, paid GAM offers publishers additional features such as integration with Google Data Studio, more detailed audience segmentation, and a comprehensive reporting dashboard.

Google AdX

Formerly known as Double click exchange, Google AdX is a programmatic advertising-enabled ad exchange network. AdX is like an advertising marketplace that supports real-time bidding (RTM) for publishers, demand partners, and ad networks such as AdSense and DSPs. Publishers looking to access Google AdX must contact an Authorized Google MCM partner like GreedyGame since Google set strict guidelines on getting AdX.

Open bidding

As the name suggests, open bidding is a public and real-time auction allowing publishers to invite various third-party demand partners who compete to win the bidding and claim their ad inventory. The entire process is open bidding occurs via server-to-serve bidding, which streamlines reporting, billing, and inventory trafficking.

MCM

Google multiple customer management (MCM) is a Google-owned advertising program for publishers. Introduced as a replacement for scaled partner management (SPM), MCM abides by the core concept of SPM. Still, it addresses the challenges associated with SPM, such as less transparency between parent-child publisher relationships and ad inventory delegation issues.

SPM

Scaled partner management (SPM) is a Google-owned program that allows child publishers to access Google AdX MCM via certified Google MCM partners for app monetization. In Feb 2022, SPM got replaced with an improved program-MCM that focused on driving greater transparency across child publishers and publishers along with additional benefits like effective communication between publisher and parent publisher by allowing the child to keep an eye on every action.

MI -Managed Inventory

Managed inventory (MI) is an inventory delegation representing the parent-child publisher relationship in which the parent publisher manages the inventory in the parent account itself. However, the child publisher is authorized to provide details and analytics on the parent account whenever required.

MA- Managed Account

A managed account is an inventory delegation in which the child publisher grants access to the parent publisher to access and manage the delegated ad inventory within the child publisher account. The entire permissions and access to settings remain with the child publisher,

Google MCM Partners

Google MCM partners are third-party publishers who qualify for the parameters set by Google to become certified Google MCM partners. These Google MCM partners are called parent publishers who help child publishers access Google AdX Console and monetize their ad inventory.

GPT ad tag

GPT is the abbreviation for Google Publisher Tag that publishers place on a page to define inventory, initiate ad requests, and execute ad matching demand. By adding GPT in the page code, Google can establish clear communication between the ad server and users’ browsers, thus showing them relevant ads.

GreedyGame’s transition to MCM

Like most of the Google-approved SPM partners who have already started to shift to the MCM program, GreedyGame has also successfully transitioned to Google multiple customer management and has become one of the Google MCM Partners.

The team at GreedyGame has also prepared strategic plans to help child publishers migrate easily to the MCM program. From sending invitations to publishers to guiding child publishers about using MCM, GreedyGame is allowing publishers to overcome various challenges.

Google Multiple customer management FAQs

1. Is Google MCM accessible to all publishing partners?

   Google always sets qualification criteria for the publisher, whether SPM or MCM. To become a certified MCM partner, publishers must adhere to these Google MCM policies (See 1.6).44

2. What if my current publisher can't transit to MCM?

   Google Multiple Customer Management has aligned some strict parameters for partnership, making it difficult for many existing SPM partners to qualify. If your publisher is not yet an approved MCM partner, you can contact authorized Google MCM partners like GreedyGame and continue monetizing your ad inventory.

3. How does MCM differ from SPM?

   SPM is a Google program that requires child publishers to access Google AdX with the help of a parent publisher. In contrast, Google MCM is a GAM 360 tool that enables multiple-level permission in AdX, allowing both the publisher and child publisher to see complete data and authenticate it.

4. Is MCM better than SPM?

   MCM is the iteration of SPM, so it has many benefits over SPM, like higher transparency for publishers, easy feature integration, seamless payments, etc.

5. How can I shift to MCM from SPM?

   Shifting to MCM from SPM requires you to link your Google Ad Manager account to the Parent's AdX account. Note that Google has deactivated ad serving on SPM Since 1 Feb 2022. Hence, you cannot show ads on your inventory unless you activate MCM by contacting a trusted Google MCM partner like GreedyGame.