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.
Choosing the right MCM partner can be a daunting task, but there are several key factors to consider:
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Gamezop is a leading HTML5 gaming platform offering innovative advertising solutions to reach 45+ million monthly active users across 200+ countries. With diverse ad formats, advanced targeting, and a focus on user engagement, Gamezop provides advertisers a unique opportunity to connect with a global casual gaming audience.
OPS.co is a leading platform for publishers, offering the Publishers Exchange, which facilitates seamless collaboration and innovation in digital publishing. Their services include cutting-edge tools and resources designed to enhance publishing efficiency and reach.
Yourbow, a trusted MCN partner, offers tailored solutions to maximize ad revenue and streamline operations for publishers. Their platform integrates advanced analytics and customizable tools, empowering publishers to optimize yield management and enhance monetization strategies effectively.
Adipolo is a comprehensive ad tech platform offering advanced programmatic solutions to help publishers maximize their digital advertising revenue. With a suite of innovative tools including header bidding, AI-driven optimization, and support for multiple ad formats across various devices, Adipolo aims to boost publisher earnings while maintaining a positive user experience.
4ADS, as an MCM Partner, provides a comprehensive platform for publishers seeking efficient monetization solutions. Their services include advanced ad management tools and robust analytics, tailored to optimize revenue streams while maintaining user experience integrity. With a focus on programmatic selling, 4ADS provides publishers with the tools they need to maximize revenue while maintaining control over their inventory.
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Ascendeum is a publisher-focused programmatic advertising platform that combines AI-powered optimization with human expertise. Offering comprehensive yield management solutions and 24/7 support, Ascendeum empowers publishers to maximize their ad revenue while maintaining full transparency and control.
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Premium Publishers is an adtech platform, specializing in Display & Video Monetization Solutions for web publishers, leveraging advanced optimization techniques to generate additional revenue. The platform provides customized solutions for online audience monetization by recognizing the uniqueness of each website and tailor their approach accordingly.
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Potensus is a digital marketing platform specialized in mobile game industry monetization solutions, helping partners optimize strategies for revenue maximization. They leverage Google AdX demand and a robust network of DSPs, direct advertisers, and media agencies to facilitate significant revenue growth.
Gmarket adtech is a powerful advertising platform integrated with one of South Korea's largest e-commerce marketplaces. It offers a comprehensive suite of advertising solutions, leveraging AI and machine learning to connect advertisers with millions of active shoppers, while providing advanced targeting, fraud prevention, and analytics tools.
10up, as an MCM partner for publishers, focuses on enhancing ad performance and revenue generation through innovative technology and strategic partnerships. Their solutions streamline ad operations, enabling efficient inventory management and maximizing the value of ad placements.
MCM platforms offer several benefits for publishers, including:
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 | – |
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:
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.
Choose an MCM partner that has experience working with publishers, expertise in the channels you want to target, the technology and tools necessary to execute your campaign effectively, and excellent customer support.
MCM is essential for publishers because it allows them to connect with their target audience through multiple channels, maximizing their reach and increasing their chances of engagement and conversion.
MCM stands for Multi-Channel Marketing, which involves using multiple channels to reach your target audience, including email, social media, display advertising, and more.
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