At PubPower with over a decade in ad tech, we’ve witnessed firsthand how tools like Google Multiple Customer Management (MCM) can open doors for publishers seeking premium demand. But I’ve also seen the limitations— opaque processes and dependencies on third parties that can stifle true empowerment. At PubPower, our self-serve header bidding platform is built on transparency and control, aligning perfectly with publishers’ needs for optimized revenue without the black box.
This article will explain what Google MCM is, how it benefits publishers and how to join in PubPower MCM.
Contents
- 1 What is Google MCM (Multiple Customer Management)?
- 2 MCM Delegation Types: Manage Account vs. Manage Inventory
- 3 Which MCM Delegation Is Right for You?
- 4 What Are The Benefits Of Joining An MCM?
- 5 Google MCM Requirements
- 6 EEA and UK User Consent Policy compliance
- 7 How To Get Started with PubPower’s MCM?
What is Google MCM (Multiple Customer Management)?
Google MCM is a key feature in Google Ad Manager 360, letting publishers delegate inventory or account access to certified third-party partners. This setup grants indirect entry to premium sources like Google Ad Exchange (AdX), bypassing direct qualification hurdles. It establishes a “parent-child” dynamic:
- Parent: A certified ad tech firm (like PubPower) with direct AdX access.
- Child: The publisher gaining AdX benefits through the parent, with customizable authorization levels.
This tackles a key challenge for smaller publishers: reaching high-value buyers. MCM superseded Scaled Partner Management (SPM), retired in 2022 over integration and transparency issues. By 2025, it bolsters control and reporting, syncing with privacy regs like GDPR and CCPA.
From our experience, MCM bridges gaps for SMEs, but PubPower enhances it with real-time metrics and tools like Prebid integration for fuller empowerment.
MCM Delegation Types: Manage Account vs. Manage Inventory
Google’s MCM offers two main delegation types for publishers: Manage Inventory and Manage Account.
| Manage Account | Manage Account | Manage Inventory |
| Summary | Parent partners gain access to child publisher accounts to help the child monetize their inventory. | Parent partners have inventory delegated to them by child publishers to monetize on the child’s behalf. |
| Reporting | All data in child’s network; parent logs in for access. | Data in parent’s network, broken down by child code. |
| Invitation | A child receives an invitation from a parent partner. | A child receives an invitation from a parent partner. |
| Account access | Parent views most (excluding billing); limited to one parent per child. | No direct child account access; up to 15 parents per child. |
| Trafficking | The parent publisher manages all inventory inParent manages all in child’s account. | Parent manages delegated requests in their account; child lacks visibility. |
| Tagging | A parent uses MCM partner tags | A parent uses its own Ad Manager tag |
| Payment | Both parties receive the pre-agreed upon revenue share via auto-payment. | Parent publishers receive full payment for Google monetization. |
Which MCM Delegation Is Right for You?
PubPower MCM offers flexibility by letting you select either delegation type – Manage Inventory or Manage Account – based on your preferences when joining.
MCM ‘Manage Account’ Delegation
With Managed Account configuration, subordinate publishers grant third-party partners full access to their complete GAM account, allowing these partners to control and monetize all advertising inventory. This arrangement benefits publishers who want comprehensive third-party management.
Managed Account delegation works well for publishers who need extensive management support and are willing to give their third-party partners complete GAM account access.
MCM ‘Manage Inventory’ Delegation
Through Manage Inventory delegation, third-party partners can manage specific portions of the child publisher’s ad inventory. Although partners handle ad placements, child publishers might not see all configuration settings. This delegation type is ideal for publishers who want to utilize third-party expertise while maintaining some control over their advertising inventory.
Providing Manage Account delegation access to a parent publisher restricts you from working with multiple parent partners at once. This limitation prevents fair testing between different monetization companies since only one parent publisher can have Manage Account access at a time.
What Are The Benefits Of Joining An MCM?
The primary benefit of the MCM program is getting access to premium Google AdX demand and maximizing revenue opportunities by increasing competition.
Whatsoever, there are other advantages, such as:
- Access to premium Google demand (via Google Ad Exchange/AdX)
- Access to demand from other premium exchanges via Google Open Bidding
- Access to Programmatic Direct deals (Preferred Deals and Programmatic Guaranteed)
- Access to 3rd party ad management and optimization
In general, this feature aids publishers in boosting their ad earnings and efficiency by delgating some or all of their ad operations to external parties.
Google MCM Requirements
- Publisher’s websites need to be verified by Google: ensuring its authenticity and compliance with Google’s standards.
- The website shouldn’t be involved in any form of copyright infringement. This means that all content on the website must be original, licensed, or free from copyright restrictions.
- Publisher websites shouldn’t promote sensitive contents such as violence, gambling, or adult content.
- The publisher must have a valid ads.txt file associated with their website. This file is a standard used by the advertising industry to prevent unauthorized inventory sales and ensure transparency in programmatic advertising.
EEA and UK User Consent Policy compliance
All of Google’s MCM inventory has to adhere to Google’s EEA and UK User Consent Policy, which aligns with the European Economic Area and United Kingdom’s data protection and privacy regulations.
Both parent and child publishers have the responsibility to ensure that personalized ads are displayed only after obtaining clear consent from the user.
Additionally, if a publisher hasn’t started collecting user consents, there’s a useful guide provided that show how to require users consent with PubPower’s CMP
How To Get Started with PubPower’s MCM?
PubPower is proud to be Google MCM partner, helping thousands of publishers access Google Ad Exchange, and we are on our way to become a Google Certificate Publishing Partner.
In order to get invited into PubPower’s MCM, you need to be a PubPower’s partner, your websites are verified for submission, and you give us some necessary GAM information. If you are using our services, check out How to join PubPower’s MCM?
Or you can sign up and start monetizing your content on PubPower platform today!
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