The ad industry is continuously evolving with the introduction of new technologies. One such introduction is done by Google recently in the form of Multiple Customer Management (MCM) while phasing out Scaled Partner Management (SPM).
Before explaining this transition, it is crucial to understand why SPM is no longer the best option for publishers and why Google has decided to introduce MCM.
What is Scaled Partner Management (SPM)?
Google created Scaled Partner Management (SPM) to cater to small to midsize sites that we’re unable to qualify for Google Ad Exchange. Because to be eligible for AdX, you need to have over 5 million page views every month.
The SPM allowed publishers (also known as child publishers) to access exchanges through larger partners, known as parent publishers. It enhanced the monetization capabilities of small publishers, but they were unable to see how their inventory was being managed or what portion of the revenue they would receive.
Introduction of Multiple Customer Management (MCM) platforms
Multiple Customer Management (MCM) is like SPM in a way that it allows child publishers to work with parent publishers, enabling them to access and manage your ad inventory. However, the parent publisher must be an approved MCM Google Partner to make the process reliable. Parent publishers can also open new avenues of revenue via MCM, including preferred deals, bidding auctions, and programmatic direct.
Most importantly, the child publishers can dictate the authorization level and access the parent publishers have to their accounts. These authorization levels include Manage Inventory and Manage Account.
Difference between Manage Inventory and Manage Account
The Manage Account authorization level means that as the child publisher, you give your partner access to your account and related ad inventory. The parent publisher then monetizes all the websites under your account.
The Manage Inventory, on the other hand, limits the access parent publishers have to your account. It is a slightly more complex way of managing your ad inventory since you will be the one dictating what your MCM partners can access. Some key differences are given below:
|Manage Account||Manage Inventory|
|Inventory Access||Direct access to all child inventory||Access is given to|
|Number of parent partners||Up to 1 parent||Up to 15 parents|
|Tag Implementation||Child Ad manager tags||Parent Ad manager tags, including Child Identifier|
|Ad Manager account access||The parent publisher has access to the child account||The parent publisher does not have full access to the child account|
|Payments||Payments are made to child publisher||Payments are made to parent publisher|
Why MCM, and what are its benefits?
There are a few reasons why Google decided to bring in MCM. It provides more features while offering child publishers more control over their ad inventory.
- It creates a more transparent and effective environment for child and parent publishers.
- It is easy to add new features.
- Publishers get the ability to manage different levels of ad management features and permissions.
MCM aims to create an open and efficient environment between child and parent publishers. With MCM, publishers will be able to access open bidding. It also supports Programmatic Direct deals, Preferred deals, and Programmatic Guaranteed deals.
Migrating from SPM to MCM
Migrating from SPM to MCM is an excellent way to foster growth among small and midsized publishers. However, you will need to consider specific options based on your current situation. If you are already working with an SPM parent publisher, find out if they are willing to migrate. Once the partner has moved into this model, they can send you an invitation, and you need to accept it.
If you are working with a monetization partner, make sure Google approves them.
SPM has been a valuable tool so far, but it has some loopholes. However, MCM’s additional benefits and new features will pave the way to transparency and efficiency among publisher partner networks.
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