Why publishers need and mcm program now.
The competitive ad tech industry has been experiencing some up-and-downs lately. With the privacy-focused tide, Google wants to make sure that its offerings align with the changing digital advertising landscape and is replacing Scaled Partner Management (SPM) or Multiple Customer Management (MCM).
In July 2021, Google will replace its Scaled Partner Management (SPM) offering with Multiple Customer Management (MCM).
In this article, we will cover everything related to this new development and determine the next steps to take for publishers.
Small and medium-sized publishers often lack access to Ad Manager features that large publishers would otherwise enjoy.
To access Google's premium monetization tools such as Ad Exchange (AdX) and Open Bidding, smaller publishers need to work with a large monetization partner that has full access through one of two programs: Scaled Partner Management (SPM) or Multiple Customer Management (MCM).
What is Google's Scaled Partner Management?
Under the SPM model, smaller and mid-sized publishers are able to enjoy access to Google's Ad Exchange through larger-scale publishers and channel partners. Under this arrangement, a Child publisher (who needs AdX access) is able to use the account of a Parent publisher or SPM partner in order to have their ad inventory exposed.
One of the benefits of Google Adx Partners is they can help with "yield management, ad optimization, and more." In other words, when you use Scaled Partner Management (SPM), the inventory on your site can be run by an SPM partner.
Why is Google Replacing SPM with MCM?
Google is replacing Scaled Partner Management, which lacked transparency. As a result, Multiple Customer Management (MCM) will be used going forward for improved clarity and to create an effective environment for both parties: child publishers and parent publishers.
So what exactly is MCM and is it any different from SPM?
MCM defines two types of access levels (or delegation methods): Manage Inventory and Manage Account. Let's break down the levels to understand them better.
Manage Account Delegation
Child Publishers who choose to give their MCM partner “Manage Account” level access have the ability for the other party to monetize and manage all ad inventories.
- You have the option to choose the revenue-share model, ranging from 0% to 100%. This amount also includes all websites within the account.
- You will have one MCM partner, the same one for each account.
- You will have to set up your own Google Ad Manager tags.
- You will be paid based on the revenue-share percentage in your agreement, which is automatically deposited via bank transfer. Your MCM partner will receive their payment separately.
Manage Inventory Delegation
With this delegation type access, you:
- When you are an MCM partner, program settings and traffics will be handled by the MCM company. This means that you can monetize your ad inventories on behalf of the client without having to worry about managing these tasks yourself and also gain more exposure for your brand at the same time.
- The MCM platform allows an account to have up to 15 partners. These partners will not have access to the account's information.
- Will have to use Ad Manager tags of the MCM partner’s account.
- Your payment will be done by the MCM partner.
So which one is it going to be, Manage Account or Manage Inventory?
Well, it depends on the publisher. As you can see based on the type of delegation, both your partner and the way they work with you, changes.
Multiple Customer Management has 4 significant advantages
- Access to open bidding
- Programmatic Direct and Guaranteed support
- Preferred deals support
- Access to Google AdX
SPM only had access to Google AdX and none of the other features mentioned above.
When you compare all the benefits and features of MCM program it’s clear to see why the Google SPM program is going to be phased out. The Google MCM program offers publishers increased monetization options while increasing efficiency and trust within the ad supply chain.
If you’re a publisher trying to access Google Ad Exchange via a channel partner, then ensure you are looking for a Partner with an MCM-Approved account like us here at Triple13.
Google has a separate evaluation process to assess the partner’s performance. Only selected channel partners will become MCM partners through Google's evaluation criteria, specifically their Google Ad Exchange Health Score.
You can find a partner that is part of the SPM program but not the MCM program. Once you find the right partner, then you will just need to decide which delegation type you're going to follow as mentioned above.
If you need any kind of help or advice, don't hesitate to reach out to us. We're a friendly bunch and will do whatever we can to help. Triple13 is part of the MCM Program and we can help you in many aspects of monetizing your site.
Fill out our contact form here and one of our account managers will be more than happy to help.
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