The Best Google MCM Partners for Publishers
With Multiple Customer Management (MCM), publishers with access to Ad Manager can earn revenue with the help of third-party providers who can consult, represent, and manage networks or inventory on their behalf. Small publishers can delegate their Ad Manager network management to a third-party publisher upon request. This establishes a parent-child relationship, where the network that requests access is the "parent publisher," and the network that grants access is the "child publisher."
MCM partners are companies that Google approves and provide a range of services to help publishers increase their overall advertising revenue. You need to provide the network code to your MCM partner and approve the authorization to represent your inventory. Most MCM partners have developed header bidding and other advanced monetization technologies to assist publishers in their monetization. They usually charge 10-30% of the revenue share based on the revenue uplifts they bring for your websites.
How to Choose the Best Google MCM Partner?
Choosing the right MCM partner can be a daunting task, but there are several key factors to consider:
- Experience: Look for partners with experience working with publishers and a track record of success.
- Expertise: Choose partners who increase the overall yield and ad cpm rates of your website without the necessity of additional ad units.
- Technology: Ensure your partner has the latest ad optimization technologies like header bidding, auto-refresh, high viewability, etc.
- Support: Look for partners that provide excellent customer support, including training, troubleshooting, and ongoing guidance.
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PuFuture ensures advanced ad performance and better revenue potential for publishers to maximize their yield through sustainable, long-term growth. The platform's diverse, flexible ad formats and industry-leading tech ensures that you always get the highest bids for your inventory from leading demand sources on the market.
Playwire helps publishers and creators uncomplicate their ad tech stack by providing access to everything you need to monetize your content, including a global direct sales team, a comprehensive set of demand sources, proprietary technology, a team of multi-disciplinary experts, and much more. The company’s portfolio includes management of thousands of publisher properties, serving 70 billion impressions, and more than 3 billion page views each month
Setupad is one of the best website monetization platforms to increase ad revenue for publishers. Enjoy superior client support and have access to top SSPs.
Ezoic makes sure that websites utilizing their technologies comply with the AdSense guidelines because they are Google Certified Publishing Partners. Ezoic does not require you to have an AdSense account, but if you do, it must be in great condition, as Ezoic cannot approve sites that AdSense has banned due to policy breaches.
MonetizeMore is a rapidly expanding ad tech company that has established itself as one of the industry leaders in ad revenue optimization. The platform offers a range of tools and solutions to publishers to maximize revenue from digital advertising.
A calculated and strategic MCM partner, Raptive provides independent creators and publishers with all the necessary tools for ad management in addition to the high-quality technology and more opportunities to make you more revenue.
Newor Media is a professional ad management solution that helps publishers maximize their website’s earnings with AI.
Freestar is an ad tech firm with a publisher-focused focus that was founded in 2015 and had its corporate headquarters in Phoenix, Arizona. They were placed first on the Inc 5,000 list in 2019.
Adnimation is a Google certified MCM partner. Adnimation has obtained a high level license for management of various publishers under one premium all-in-one solution Ad Manager platform that assures highest quality services with its suite of products.
RWADX is a leading Indian vernacular advertising network dedicated to supporting non-Hindi/English publishers in optimizing their content monetization strategies. As a Google MCM partner, the network makes programmatic advertising more transparent, secure, and efficient for publishers, helping them optimize their ad revenue and gain deeper insight into their Ad Exchange performance.
Benefits of Google MCM Partners for Publishers
MCM platforms offer several benefits for publishers, including:
- Enhanced Monetization: Google's MCM program could offer publishers additional monetization opportunities through various channels, such as YouTube, Google AdSense, and other Google platforms. This could lead to increased revenue streams and potential growth for publishers.
- Advanced Analytics and Insights: MCM partners provide publishers with valuable insights into their audience's behavior, content performance, and other relevant metrics. This data could help publishers make data-driven decisions to optimize their content strategy and improve engagement.
- Brand Association: Being part of Google's MCM program could lend credibility and legitimacy to publishers, as they would be associated with a well-established and renowned tech company.
The comparison here can help you understand the difference between Google MCM Partners, Google SPM partners, and Google AdSense.
|
Features |
Google MCM | Google SPM | AdSense |
| Google AdX | Yes | Yes | – |
| Google Open Bidding | Yes | – | – |
| Preferred deals | Yes | – | – |
| Programmatic guaranteed | Yes | – | – |
| Third-party optimization | Yes | Yes | – |
Average CPM Uplift with Google MCM Partners
The CPM uplift that publishers can expect when partnering with MCM (Multi-Channel Network) partners can vary widely based on several factors. The actual uplift will depend on the specific MCM partner, your content niche, audience engagement, and the level of tech and support provided. Here are some general considerations:
- Content Niche: The niche or category of your content plays a significant role in determining the CPM uplift. Some niches, such as finance, technology, and lifestyle, tend to have higher CPM rates, while others may have lower rates.
- Audience Quality: The quality of your audience, including factors like viewer demographics, geographic location, and engagement, can impact CPM rates. High-quality audiences with relevant demographics often attract higher-paying advertisers.
- MCM Services: The extent and quality of services offered by your MCM partner can affect CPM uplift. Partners that provide comprehensive audience development, content optimization, and monetization support tend to have a more positive impact on CPM rates.
- Monetization Strategies: Effective monetization strategies, including ad placement, ad format selection, and audience targeting, can significantly impact CPM uplift. MCM partners that excel in optimizing these strategies can help you earn more from your content.
- Market Conditions: The state of the digital advertising market can also affect CPM rates. Market conditions, seasonal fluctuations, and global events may lead to variations in CPM rates.
Types of Google MCM Partners
- Google Certified Publishing Partner: A Google Certified Publishing Partner is a company that we’ve reviewed and have proven to be experts using Google products and also provide publishers with innovative solutions and services.
- Google Certified Publishing Partner[Premier]: The Premier program is designed for partners that consistently meet our exclusive program requirements. Premier partners have proven success in quality, size, and commitments to help publishers monetize in the ecosystem.
- Ad Manager 360: A Google Ad Manager 360 Platform Partner is a company that has been authorized by Google to sell and support Google Ad Manager 360 to publishers. They can provide publishers with a variety of services, including: Setting up and managing Google Ad Manager 360 accounts, selling and delivering ads, providing support and training, and helping publishers to optimize their revenue.
In any partnership with an MCM, it's crucial to monitor the performance of your channel and the impact on your CPM rates over time. This will help you understand the direct benefits of the partnership and make informed decisions about its continuation. MCM partners are often called AdX resellers. The MCM partners give approved third parties how to offer Ad Exchange access to their clients and open premium monetization services to more publishers with no high entry requirement cost. Additionally, they offer ongoing support to publishers to maximize their revenue. In addition to Google MCM partners, you will also find ad networks for technology and computing sites helpful.
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