Google Multiple Customer Management (MCM) is a specialized tool by Google designed to help publishers gain access to Google AdX demand with the support of a Google MCM partner. Collaborating with a Google MCM can significantly enhance your ad revenue, provided you select the right partner. This article will explore what Google MCM is and how you can leverage its potential to maximize your earnings. It will also explain the difference between Google ADX MA and MI.
What is Google MCM?
Google MCM is a feature exclusive to Ad Manager 360 that allows third-party partners to offer publishers access to Google AdX. These Ad Manager providers manage the publisher’s networks or inventory on their behalf.
“With Multiple Customer Management (MCM), Ad Manager publishers can earn revenue with the help of third-party providers who can consult, represent, and manage networks or inventory on their behalf.” – Google
In essence, MCM establishes a “parent-child” relationship between the MCM partner (parent publisher) and the publisher (child publisher), enabling publishers to boost their revenue potential with the assistance of Google MCM partners.
Key Benefits of Google MCM
- Access to Google AdX & Third-Party Demand Partners: Improve eCPM and fill rate.
- Expert Support: Custom ad monetization and support from Google-certified experts.
- Comprehensive Data Analysis: Transparent payment and detailed reporting.
MCM Delegation Types
Once the parent-child relationship is formed, there are two types of delegation: Manage Account (MA) and Manage Inventory (MI). A child publisher can have one Manage Account parent and up to 15 Manage Inventory parents simultaneously. However, the same parent cannot manage a child publisher under both delegation types.
MCM Manage Account (MA)
In this delegation type, the child publisher grants complete account access to the parent publisher. The inventory is managed within the child’s account.
MCM Manage Inventory (MI)
In Manage Inventory (MI) delegation, the child publisher delegates only the inventory to the parent publisher. The inventory will be managed in the parent’s account.
Manage Account (MA) vs. Manage Inventory (MI)
| Feature | Manage Account (MA) | Manage Inventory (MI) |
|---|---|---|
| Invitation | Child publisher receives an invitation from the parent. | Child publisher receives an invitation from the parent. |
| Account Access | Access to the child’s account, excluding billing information | No access to the child’s account |
| Inventory Access | Access to all child’s ad inventories | Access to only delegated ad inventories |
| Trafficking | Manage all inventory from the child’s account | Manage delegated ad requests from the parent’s account |
| Tagging | Child publishers use their own Ad Manager tags | Child publisher uses Ad Manager tags of MI parent |
| Payment | Auto-payment based on a pre-agreed revenue share | Parent receives full payment, then transfers the revenue share to the child |
| Reporting | All reporting shown in the child’s network | All reporting shown in the parent’s network |
How to Take Full Advantage of Google MCM
The optimal approach is to work with a Google MCM Partner. Although Google has not yet published its list of certified MCM partners, partnering with a Google Certified Publishing Partner (GCPP) is a reliable option to enhance your mobile monetization solutions. GCPPs have teams of Google-certified specialists to assist with onboarding and ad monetization, helping you maximize your mobile ad revenue efficiently.
Recommended Google MCM Partners
If you're seeking a trusted Google MCM partner to guide you towards monetization success, consider partnering with us.
When to Choose MA vs MI: A Decision Framework
Selecting the right delegation type depends on your operational capacity, team size, and long-term monetization goals. Here is a practical framework to guide your decision:
- Choose MA if you want hands-off management, have a small operations team, and prefer your MCM partner to handle day-to-day ad optimization within your account.
- Choose MI if you want to retain full control of your GAM account, plan to work with multiple demand partners simultaneously, or already have an experienced ad ops team in place.
- Choose MI for multi-partner strategies: MI delegation allows up to 15 different MCM parents, enabling demand diversification and competitive auction dynamics across your inventory.
How to Apply Through an MCM Partner Like H&T GAMING
Getting started with a Google MCM partner follows a structured onboarding process. When you work with an experienced partner like H&T GAMING, the typical workflow includes:
- Eligibility Assessment: H&T GAMING reviews your website for traffic quality, content standards, ad policy compliance, and geographic traffic distribution to ensure you meet Google AdX requirements.
- MCM Invitation: Once approved, you receive a formal MCM delegation invitation through your Google Ad Manager account. You accept the invitation to establish the parent-child relationship.
- Ad Stack Configuration: Based on your chosen delegation type, H&T GAMING configures your header bidding setup, dynamic price floors, demand partner integrations, and ad layout optimization.
- Go Live and Continuous Optimization: Your inventory goes live with AdX demand within 24 to 48 hours. Ongoing A/B testing, floor price adjustments, and demand partner optimization ensure maximum fill rates and eCPMs.
Common Misconceptions About MCM Delegation
Many publishers hold incorrect assumptions about MA and MI delegation. Here are the most common misconceptions clarified:
- MA means losing ownership of my account: This is false. Under MA delegation, you retain full ownership of your GAM account. The parent publisher gains operational access but cannot modify billing information or transfer ownership.
- MI always generates less revenue than MA: Revenue potential depends on the MCM partner's optimization capabilities, not the delegation type itself. Both MA and MI can deliver strong eCPMs when managed by a competent partner with robust demand connections.
- You can only work with one MCM partner: Under MI delegation, publishers can work with up to 15 different MCM parents simultaneously, maximizing demand competition for their ad inventory.
- Switching between MA and MI is seamless: Transitioning delegation types requires disconnecting the existing relationship and establishing a new one, which can temporarily interrupt ad serving. Plan transitions carefully with at least two weeks of advance coordination.
Revenue Share Differences Between MA and MI
Understanding how revenue flows in each delegation type is critical for maximizing your earnings. Under Manage Account (MA), Google processes payments automatically with the agreed revenue share split handled directly through the platform. The child publisher receives their share through Google's standard payment cycle without relying on the parent for disbursement.
Under Manage Inventory (MI), the parent publisher receives full payment from Google and is responsible for transferring the agreed-upon revenue share to the child publisher. This introduces a dependency on the parent's payment reliability and timeliness, making partner selection even more critical.
Industry-standard revenue share structures typically range from 75/25 to 90/10 in favor of the publisher, depending on traffic volume, content vertical, and geographic distribution. Publishers with high-quality traffic from Tier-1 geolocations such as the United States, United Kingdom, and Western Europe often negotiate more favorable terms. As a trusted Google MCM Partner, H&T GAMING offers competitive and fully transparent revenue share agreements tailored to each publisher's unique traffic profile.
Conclusion
Understanding the differences between Google ADX Managed Ad (MA) accounts and Managed Inventory (MI) accounts is crucial for making informed decisions about your ad management strategy. Whether you prefer the comprehensive management of an MA account or the control and flexibility of an MI account, selecting the right type can significantly impact your ad revenue and overall success. For expert assistance and to get started with Google ADX, contact H&T GAMING.
