Since the announcement made by Google to replace scaled Partner management (SPM) with the beta version of multiple customer management (MCM) in July 2021, Google has been rolling out as the idea is to replace scaled partner management with multiple customer Management.
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The SPM version now will no longer be active and the users who have been using it have also started switching to MCM. The MCM program enables small and midsize publishers to get access to the demands of the ad.
What is MCM?
Multiple customer management is a tool that allows you to manage your google ads through specific parties known as google partners. These parties or partners allow one to manage the networks and also grant full access to inventory on the behalf of the publisher.
MCM is a feature of Google that will be allowed only to those who fulfill certain criteria like protecting the represented inventory for eg: forceful clicks, spam, and undue traffic.
In a nutshell, MCM defines the authorization level of the parent company along with the child publisher.
We have 2 types of delegation modes :
- Management of accounts
- Management of inventory
In managing the account delegation we let them have full access to monetize and maintain the ad inventory from their accounts, other than that in management account delegation one allows sharing revenue from 0%-100% and this applies to all the websites within the accounts.
Similarly one receives the payments on the revenue share model, and the partner gets his/her share separately. One can use only one account for one MCM partner.
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In inventory delegation, one allows the MCM partner to partially monetize the ads inventory on its behalf. Everything is done by the MCM partner itself like ad trafficking and they will not be able to view the setting of the inventory.
In inventory delegation one can have up to 15 MCM partners, however, these partners don’t have the access to the account. Here the payment is made by the parent publisher to the child publisher.
Now the question comes, what type of delegation should one choose?
The answer to the question is discussed above as whatever the publisher feels satisfied with.
The bifurcation has been done on the following basis:
- Inventory access
- Invitation
- Account access
- Trafficking
- Parent publisher
Based on the type and the MCM partners working with one can choose accordingly.
Benefits of the google MCM
The benefits of using Google MCM includes not only maximizing revenue opportunities but it offers many other too:
- One gets access to the premium google ads exchange.
- gets access to other exchanges through the google open bidding
- gets access to the 3 party optimization
- It also involves programmatically guaranteed
- Support for preferred deals.
Google MCM helps the publisher to save time and increase the revenue by letting 3 parties manage the google ads for the parent company.
How to use multiple customer management?
There is two possible work to use multiple customer management.
- The first way first is MCM when you are the publisher and you want to get the google ad exchange demand and at the same time you don’t wish to work with any of the SPM partners
- Secondly when you already have SPM partners and you don’t know the steps further.
Whatever the case may be one should have a google ad manager and if one doesn’t then you need to sign up and create an account first, this is the prerequisite for using MCFirstly way, when you are a publisher and you want to get the google exchange ad through a channel partner, then one needs to make sure that one looks for an MCM approved Partner.
One should note that all the SPM partners are not automatically transitioned to the MCM partners.
For this purpose goggles had a separate process to evaluate the partner’s performance.
Once the evaluation is done the partners become MCM partners.
Once the appropriate partner is found then one can follow the above steps based on the delegation type.
Considering the second case when one already is working with an SPM partner then one needs to check if the current partner one is working with is MCM approved or not.
So it gets an invitation from the parent company that is the MCM partner, then to accept the invitation one should take the permission from the people within “manage people “under “role permission “.
Once the partner gets accepted, the MCM partner gets the authority to monetize the google ads and inventories but before that, you need to decide what delegation you what to choose and then act accordingly.
Manage account:
- If using manage account delegation, one should agree on a revenue share and therefore google makes your payments according to the agreement
- The MCM partner manages the inventory and one will be able to get a hold of it.
- The partner takes care of the setup depending on the negotiations
- And finally, the GPT tag is generated from the GAM account.
Manage inventory:
Once the invitation gets approved, you get access to the specific delegation inventory of the partner. The delegatory partner doesn’t have access to the inventory account or any other account. Therefore the MCM partner sets up and manages the inventory from the GAM 360 account.
The next step involves adding a GPT ad tag on your website which is provided by the MCM partners or the parent publisher. A GPT tag allows the publisher to keep hold of inventory bundle ad requests and initiate and bundle the matching demand. It is a code including ad units, as size, it builds the request and displays it on the website.
For example ” 5689122″ is the code for the parent or main organization or the publisher,
While 5689 represents the code for the child publisher or the organization.
This allows the child publisher to get recognized and the parent publisher serves correctly when managing inventory mode is enabled.
