Making the decision to switch to a Google MCM partner is easy.
What’s not so easy is finding the best MCM to partner with.
That’s what this article is for – to provide you with all the information you need to help choose the most reliable and effective MCM partner.
We’ll first start with some background information about the MCM program, including its benefits, what to look for in an MCM partner and how MCM differs from GCPP. If you already know all of this, feel free to skip to our recommendation for the best MCM partners.
What Is a Google MCM Partner?
A Google MCM partner is a third-party company that received special authorization from Google to help publishers access Google AdX.
The MCM program, or Multiple Customer Management program, was created by Google as a solution for publishers who aren’t eligible on their own to access Google’s premium ad exchange. Through Google Ad Manager, MCM partners manage publishers’ networks or inventory on their behalf.
Google MCM partners are also known as Google AdX partners or Google AdX resellers.
Google MCM vs Google Certified Publishing Partner (GCPP)
Before going further, let’s talk briefly about the differences between MCM and GCPP.
MCM partners are Google-authorized companies, but there is one step higher. A Google Certified Publishing Partner (GCPP) is Google’s highest level of publishing partners.
GCPP companies like Adnimation must meet even more rigorous criteria than MCM partners, including a comprehensive vetting process, product certification exams, and a proven track record of success.
That’s why there are only a select number of GCPPs, while there are a relatively large number of MCMs. Not all MCMs are GCPPs, but all GCPPs are MCMs.
In short: GCPP is the gold, and MCM is the silver.
Why Can’t I Access Google AdX by Myself?
If you comb through the internet, you won’t find a way to join Google AdX. That’s because publishers can only join AdX through invitation by Google.
There is no official number of monthly pageviews that will get you invited, but it could be anywhere from five million monthly pageviews and up.
Benefits of Using a Google MCM Partner
Working with a Google MCM partner offers several advantages beyond just accessing AdX.
This is why even very large websites that received an invitation to join AdX often prefer to work with an MCM partner to monetize their sites.
Some of the benefits of teaming up with a Google MCM partner include:
- Professional Management and Optimization
- Header Bidding and Additional Demand Sources
- Analytics and Reporting
- Support with Google
- New Technology and Techniques
Professional Management and Optimization
Unlike AdSense, AdX necessitates ongoing management and optimization.
AdX and Google Ad Manager are intricate tools that demand years of experience to master.
Consequently, to maximize your earnings with AdX, you must possess a profound comprehension and vast proficiency in the platform’s capabilities, features, and best practices.
This is where working with a top-tier MCM partner can benefit you. They can furnish you with tailored strategies to optimize your ad inventory, increase your revenue, and improve your UX.
Header Bidding and Additional Demand Sources
An effective MCM partner will implement header bidding in addition to getting you connected to AdX.
Header bidding enables you to have more SSPs and ad networks compete over your ad inventory, which boosts revenue.
Analytics and Reporting
MCM partners provide real-time analytics and reporting, which enables you to monitor the performance of your ad inventory, pinpoint areas for enhancement, and make informed decisions based on data to optimize your revenue.
Support with Google
If you’re looking to get in touch with Google about one problem or another, good luck!
MCM partners, on the other hand, have a direct line to Google and can help you resolve your issues. Â
New Technology and Techniques
MCM partners are continually striving to enhance their services, thus giving publishers access to advanced technologies and ad serving techniques.
They can also assist publishers in integrating more sophisticated ad formats such as video ads or native ads and assessing their effectiveness.
What to Look For In a Google MCM Partner
- An MCM that’s also a GCPP
- Transparency
- Advanced ad tech
- Good revenue share
- No lock-in contract
- Excellent customer support
- Good reviews
- Access to top demand partners
An MCM That’s Also a GCPP
Google only designates a select number of companies as GCPP for a reason.
Apart from undergoing rigorous screening by Google, a GCPP has access to supplementary resources that enable them to offer superior assistance to publishers. That is why we suggest partnering with an MCM partner that is also a GCPP like Adnimation.
Transparency
Never underestimate the importance of transparency.
It’s crucial that your MCM partner is transparent about their processes, fees, and performance metrics.
Unfortunately, the industry norm is to reveal only the net revenue to publishers. As a result, most publishers are unaware of how much they are truly earning and how much their MCM partner is taking.
That’s why at Adnimation, we show our partnering publishers their gross revenue.
Advanced Ad Tech
Although most MCM partners possess the same fundamental ad tech, there are certain technologies like hybrid header bidding that can make a big difference.
When looking into MCMs, ask how their technology differs from their competitors.
Good Revenue Share
There’s no need to elaborate why having a good revenue share is important.
AdSense takes a 68/32 revenue share, which is very high.
Your MCM partner should take much less.
The industry norm is around 75/25, but there are companies that are willing to go lower, especially for quality websites.
No Lock-In Contract
We advise publishers to never sign a lock-in contract.
You should stay with your MCM partner because of good results and service, not due to a contractual obligation.
That’s why at Adnimation, we never require our publishers to sign lock-in contracts.
Excellent Customer Support
It can be incredibly frustrating when a company fails to respond to calls or messages.
That’s why it’s important to work with an MCM partner that has a devoted customer support team and doesn’t leave you hanging.
Positive Reviews
It’s important to see what others have to say about
Publisher testimonials and reviews are a good way to gauge a company’s performance and service.
That’s why you should always look at an MCM partner’s reviews and testimonials first.
Access To Top Demand Partners
To optimize your revenue, it’s essential to have multiple demand sources competing with AdX.
This increased competition can drive up prices and ultimately earn you more money. When considering an MCM partner, ensure that they collaborate with top demand partners in the industry such as Amazon, Magnite, OpenX, AppNexus, TripleLift, and more.
List of Top Google MCM Partners
- Adnimation
- Setupad
- Monumetric
- Mediavine
- Publift
Bottom Line
Partnering with an MCM is essential for maximizing your ad revenue.
But it’s also essential to work with the best possible MCM partner. Of course, we recommend using Adnimation.
By combining advanced technology with a personal approach, we are able to provide our partnering publishers with the best possible results.
To get started or to get a free consultation, contact us today.
