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.
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.
