For years, small and mid-sized publishers were locked out of premium ad demand. Strict AdX eligibility, limited transparency, and complex programmatic deal structures favored large publishers.. Meanwhile, large publishers were managing multiple partners under fragmented systems that offered little transparency.
That changed when Google replaced Scaled Partner Management (SPM) with Multiple Customer Management (MCM). This marked a structural shift in how publishers connect with Google Ad Manager (GAM 360). MCM introduced a framework that lets major publishers, called parent publishers, manage and monetize ad inventories of smaller child publishers in a more controlled, verifiable way.
The shift was not cosmetic. It reflected Google’s response to a changing ad industry where privacy compliance, data transparency, and revenue accountability have become non-negotiable. MCM keeps the open access that SPM offered but adds defined authorization levels and structured delegation, giving both sides more clarity over how revenue and inventory are managed.
How does MCM differ from SPM and why does it matter?
Under SPM, smaller publishers accessed AdX through a certified partner’s account. But SPM offered limited transparency around ownership, control, and reporting. MCM addresses these issues by introducing two delegation types: Manage Account and Manage Inventory. Each type defines how much control a parent publisher has over the child publisher’s ad operations.
The change improves visibility into inventory management and standardizes revenue sharing and reporting. It also allows publishers to monitor how their ad space is used and to review performance data with more accuracy.
What are the delegation types and control structures in Google MCM?
The two delegation models in MCM — Manage Account and Manage Inventory — define how ad inventory and revenue are managed.
In Manage Account, the parent publisher has access to the child publisher’s GAM account and manages all associated websites. The parent handles ad placements and yield optimization directly. Google automates payments, splitting revenue according to a fixed share agreement. The child publisher owns the account but delegates operational control to the parent.
In Manage Inventory, the parent publisher manages specific ad inventory segments without accessing the child publisher’s account. The parent uses its own GAM 360 account for setup and delivery. Google pays the parent publisher, who then pays the child. A child publisher can have up to 15 active Manage Inventory links.
Both options give publishers flexibility in choosing how they manage inventory and revenue.
How does Google MCM impact publisher revenue opportunities?
MCM expands revenue potential by opening access to programmatic features that were previously available only to GAM 360 users. Through MCM, publishers can use Open Bidding, Preferred Deals, and Programmatic Guaranteed transactions.
Open Bidding allows multiple demand sources to compete for impressions in real time, increasing bid competition and potentially raising CPMs. Programmatic Guaranteed deals set fixed CPM rates for a defined number of impressions, offering predictable revenue. Preferred Deals let publishers work directly with advertisers to control pricing and placements.
Together, these features improve yield management, fill rates, and the diversity of demand sources, helping publishers strengthen overall monetization performance. For smaller publishers, this means easier access to premium ad exchanges without needing to scale overnight. For established publishers, MCM streamlines multi-site or network-level operations under one transparent framework, improving both performance insights and yield consistency.
Can transparency and verification help with yield optimization?
MCM requires publishers to meet verification and compliance standards to maintain a trusted advertising environment. Each participating publisher must complete Google’s website verification, maintain a valid ads.txt file, and comply with copyright and sensitive content policies.
These measures reduce invalid traffic and fraud, protect advertiser confidence, and ensure that yield optimization is based on verified, legitimate inventory. This process also aligns publisher and partner incentives through clear accountability.
How does MCM improve revenue management efficiency?
The MCM framework simplifies operational management for both small and large publishers. For child publishers, it eliminates the need for direct AdX eligibility (which typically requires significant traffic volume). For parent publishers, it provides structured access to multiple child inventories under one unified system.
Revenue distribution under MCM is automated and transparent, ensuring both parties receive payments directly from Google (in the case of Manage Account) or through the parent publisher (in Manage Inventory). This minimizes reconciliation errors and supports accurate revenue tracking.
Additionally, child publishers maintain real-time activity tracking, enabling them to monitor impressions, click-through rates, and ad performance without needing account-level technical expertise.
So, what are the practical implications for publishers using MCM?
Web publishers implement MCM by adding the Google Publisher Tag (GPT) code to their websites. The tag, generated within the GAM interface, ensures that Google can serve targeted ads on the site.
App publishers operate under their parent publisher’s GAM 360 account, where setup and optimization are managed centrally.
In both cases, publishers benefit from centralized inventory management, improved yield visibility, and data-backed decision-making. This structure allows them to focus on content and audience growth while leveraging their MCM partner’s technical expertise and programmatic reach.
Why does Google’s transition from SPM to MCM benefit the ecosystem?
The move from SPM to MCM reflects Google’s goal of building a transparent and privacy-safe ad ecosystem. MCM formalizes account relationships, defines ownership boundaries, and standardizes revenue and reporting processes.
This structure improves trust among publishers, advertisers, and Google, while allowing smaller publishers to access premium demand with proper verification. It supports fair competition and compliance within the programmatic marketplace.
Google MCM is giving control and opportunity back to verified publishers
For publishers looking to scale without losing control, Google MCM represents a clear advantage. It connects the reach of AdX with the operational precision of Open Bidding and the structure of verified partnerships. By selecting the right delegation model and MCM partner, publishers can manage yield more effectively, streamline revenue operations, and open their ad space to higher-value demand — all within a transparent and secure system.
