Introduction to Google MCM
What is Multiple Customer Management (MCM)?
Google Multiple Customer Management (MCM) is a feature within Google Ad Manager 360 (GAM 360) that allows publishers to access the Google Ad Exchange through select third-party partners. This program replaced the Scaled Partner Management (SPM) system, offering enhanced transparency and control for publishers. By leveraging MCM, publishers can delegate management of their ad inventory to trusted partners, streamlining operations and potentially increasing revenue.
Benefits of Using MCM
Advantages Over SPM
The transition from SPM to MCM was driven by several factors, including the need for better customization options and clearer authorization levels. Unlike its predecessor, MCM provides more flexibility in managing ad inventory and offers features like Preferred Deals and Programmatic Guaranteed on GAM. These advancements allow publishers to explore beyond traditional auctions, securing guaranteed volumes with lower commissions.
How MCM Works
Delegation Types in MCM
In the Google MCM program, there are two primary delegation types: “Manage Account” and “Manage Inventory.” The “Manage Account” option grants full control over a publisher’s GAM account to a parent publisher partner. In contrast, “Manage Inventory” allows multiple partners (up to 15) to manage specific parts of the inventory using their own GAM accounts. This flexibility enables child publishers to maintain some level of autonomy while benefiting from professional management.
Getting Started with Google MCM
Criteria for Participation
To participate in the Google MCM program, publishers must meet specific criteria. These include having an active GAM account verified by Google, compliance with copyright laws, avoiding sensitive content as per Google Publisher Policies, and maintaining a valid ads.txt file13. Additionally, selecting a reputable partner with GCPP status is crucial for maximizing benefits from this platform.
Future Prospects of Google MCM
Adaptation in Digital Advertising Landscape
As digital advertising continues evolving rapidly in 2025 and beyond,6 tools like Multiple Customer Management will play pivotal roles. By offering centralized management capabilities alongside flexible delegation options, it empowers both small-scale independent publishers (“child”) and larger entities (“parent”) alike. This setup not only enhances operational efficiency but also fosters collaboration among stakeholders within the ecosystem.