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:
Operative offers advanced advertising and media management solutions, streamlining omnichannel order management and revenue optimization for media companies. Their innovative products, including AOS, empower businesses to maximize profitability and operational efficiency.
Acqua Media, as an MCM Partner, specializes in providing publishers with comprehensive monetization solutions. They offer a range of services including website, mobile app, and YouTube monetization through Google AdX, Ad Manager, AdMob, and AdSense. They also support direct sales ads, house ads, and other ad exchanges or networks with their ad yield management service.
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Bluestack is a comprehensive mobile app monetization platform offering AI-powered ad optimization and diverse ad formats for publishers. With a global network of 50,000+ apps, industry-leading eCPMs, and a focus on user experience, Bluestack helps mobile publishers maximize their ad revenue while maintaining user satisfaction.
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Sales Frontier excels in digital advertising optimization, leveraging advanced technology and creative strategies to maximize ad revenue for publishers. As a Google Channel Partner, they are renowned for their expertise in Google Ad Manager, endorsed by Google for high customer satisfaction.
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Gravite is an AI-powered programmatic advertising platform that offers customizable and transparent solutions for digital publishers. With advanced yield optimization, header bidding, and a focus on innovation, Gravite empowers publishers to maximize their ad revenue while maintaining control over their monetization strategy.
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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