Recently we’ve all experienced or heard about the new changes from GOOGLE ADX. We`ve all migrated from Google Scalated partner to Multiple Customer Management
But what does it mean? To answer that question, we need to go step by step.
Many small and medium-sized publishers use Google AdSense to generate advertising revenue, this is well known to everyone, but to achieve premium demand, and therefore better quality ads and higher CPMs, it is necessary to employ Google AdX.
As a general rule, these publishers do not qualify for Google AdX integration, as it is only available for websites with 10 million page views per month or more, and this is hardly achievable for many sites.
To treat these smaller publishers more equitably, Google introduced the Scalated Program Management program in 2010. This way a website ,let’s call it “Child Publisher” ,could receive an invite from a Parent Publisher (SPM) and access Google ADX demand.
Unfortunately via this invite, there was little clarity on the authorization level of the selected partnership, so that’s how Multiple Customer Management started. Google has launched in 2020 this beta version to replace SPM .
MCM creates a more transparent and secure ecosystem among channel partners. In turn, it ensures that child publishers comply with the latest privacy standards and regulations. It also provides:
- Access to Google Demand
- Programmatic Direct Deals
- Programmatic Guarantee Deals
- Programmatic Prefered Deals
- Open Bidding
So to conclude
This change will bring more transparency to the whole ecosystem. But we know it’s been really confusing! If you’re a child publisher or have a website don`t worry about this change: just make sure your account manager contacts you and sends you an invite – Be sure to accept it!!
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