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What Is a Google MCM Account?
Complete Guide to Benefits, Eligibility, and Setup Process for Publishers in 2025
15 min read
Updated 2025
Digital Publishing Expert
Table of Contents
Key Takeaway
Google MCM (Multiple Customer Management) is a powerful feature in Google Ad Manager 360 that enables smaller publishers to access Google Ad Exchange (AdX) through certified third-party partners, potentially increasing ad revenue by 55% or more.
In the evolving landscape of digital advertising, publishers are constantly seeking ways to maximize their ad revenue while maintaining operational efficiency. Google’s Multiple Customer Management (MCM) program has emerged as a game-changing solution for publishers who want to access premium ad demand through Google Ad Exchange without meeting the traditionally high traffic requirements.
2021
MCM Launch Year
55%
Average Revenue Increase
1000+
Publishers Using MCM
What Is Google MCM?
Google MCM (Multiple Customer Management) is a sophisticated feature within Google Ad Manager 360 (GAM 360) that creates a bridge between smaller publishers and Google’s premium ad marketplace. Unlike traditional ad networks, MCM operates through a partnership model where certified third-party companies (parent publishers) manage ad inventories for smaller publishers (child publishers).
Why MCM Matters
MCM democratizes access to Google Ad Exchange, which traditionally required millions of monthly page views and substantial technical expertise. Through MCM, publishers with smaller traffic volumes can tap into premium demand sources and advanced programmatic features.
Parent Publishers
Certified Google partners who manage ad inventories for multiple smaller publishers through their GAM 360 accounts.
Child Publishers
Smaller publishers who gain access to premium ad demand through partnership with MCM-certified parent publishers.
Key Benefits of Google MCM
AdX Access
Direct access to Google Ad Exchange premium marketplace without meeting high traffic requirements.
Revenue Boost
Average 55% increase in ad revenue through premium demand sources and better fill rates.
Ad Fraud Protection
Advanced security measures and fraud detection to protect your ad inventory.
Programmatic Deals
Access to Preferred Deals and Programmatic Guaranteed opportunities.
Expert Management
Professional AdOps expertise without the need for in-house technical teams.
Enhanced Transparency
Better visibility and control over ad inventory compared to traditional networks.
Revenue Comparison: AdSense vs MCM
Eligibility Criteria for Google MCM
Important Note
While MCM eligibility requirements are less stringent than direct AdX access, meeting these criteria is essential for approval and long-term success.
Basic Requirements
Google-Compliant Website
Your website must meet Google’s quality standards and pass compliance verification.
Original Content
All content must be 100% original, authentic, or properly licensed with no copyright violations.
Clean Policy Record
No history of account suspensions or serious policy violations.
Technical Requirements
Valid ads.txt File
Properly configured ads.txt file to combat ad fraud and ensure authenticity.
Mobile-Responsive Design
Website must be mobile-friendly and provide good user experience across devices.
Site Performance
Good page loading speeds and overall technical performance.
Prohibited Content
Publishers with the following content types are not eligible for MCM:
- Adult or sexually explicit content
- Gambling and casino-related content
- Violence or hate speech
- Illegal activities or substances
- Copyrighted material without permission
MCM Setup Process
1
Get Google Ad Manager Account
You need a GAM account with admin access to connect with MCM partners. You can either create a new account or use your existing AdSense account email.
Pro Tip:
If you don’t have a GAM account, you can create one during the MCM setup process.
2
Choose an MCM Partner
Select a Google-certified MCM partner with a proven track record. Research their reputation, revenue share terms, and support quality.
Certification
Google Certified
Track Record
Proven Results
Support
24/7 Available
3
Select Delegation Type
Choose between “Manage Account” or “Manage Inventory” delegation based on your control preferences and technical needs.
Manage Account
- • Full visibility and control
- • One parent publisher only
- • Use your GAM account
Manage Inventory
- • Up to 15 parent publishers
- • Limited visibility
- • Use parent’s GAM account
4
Accept MCM Invitation
Your chosen MCM partner will send an invitation to your GAM account. Log in and accept the invitation to begin the setup process.
Timeline
Google’s verification process can take 2 days to 4 weeks depending on your website and account history.
5
Implementation & Testing
Once approved, implement the required ad tags and conduct thorough testing before going live with your MCM setup.
Implementation Checklist:
- Update ads.txt file
- Implement ad tags
- Test ad serving
- Monitor performance
MCM Delegation Types
Google MCM offers two distinct delegation models, each with unique advantages and considerations. Understanding these options is crucial for making the right choice for your publishing needs.
Manage Account
Parent publisher gets full edit access to your GAM account while you maintain visibility and control over your inventory.
Full inventory visibility
Retain account control
Limited to one parent
Manage Inventory
Assign inventory segments to multiple parent publishers who manage them through their own GAM accounts.
Up to 15 parent publishers
Diversified demand
Limited visibility
| Aspect | Manage Account | Manage Inventory |
|---|---|---|
| Parent Publishers | 1 maximum | Up to 15 |
| Inventory Access | Full visibility | No visibility |
| GAM Account | Your account | Parent’s account |
| Ad Trafficking | Visible in your account | Not visible |
| Payment Options | To parent only | Parent or child |
| Control Level | High | Low |
MCM vs SPM: What Changed?
Google replaced the Scaled Partner Management (SPM) program with MCM in 2021-2022 to address several limitations and provide better functionality for publishers and partners.
SPM Limitations
- Outdated architecture from 2014
- Limited transparency for child publishers
- No permission management options
- Difficulty integrating new features
MCM Improvements
- Modern, unified platform architecture
- Enhanced transparency and control
- Flexible delegation options
- Easy feature integration and updates
Feature Comparison
MCM Best Practices
Communication
- • Maintain regular contact with your MCM partner
- • Request monthly performance reports
- • Discuss optimization opportunities
- • Stay informed about policy updates
Performance Monitoring
- • Track key metrics daily
- • Monitor ad viewability rates
- • Analyze traffic quality
- • Compare performance periods
Compliance
- • Keep ads.txt file updated
- • Follow Google’s ad policies
- • Maintain content quality standards
- • Implement privacy compliance
Optimization
- • Test different ad placements
- • Optimize for mobile experience
- • A/B test ad formats
- • Focus on user experience
Success Metrics to Track
RPM
Revenue per Mille
CTR
Click-Through Rate
Fill Rate
Ad Fill Percentage
Viewability
Ad Viewability Rate
Frequently Asked Questions
With “Manage Account” delegation, you can work with only one parent publisher. With “Manage Inventory” delegation, you can work with up to 15 different parent publishers simultaneously, allowing for diversified demand and better revenue optimization.
Google MCM itself is free, but MCM partners typically charge a revenue share or management fee for their services. This usually ranges from 10-30% of ad revenue, depending on the services provided and the partner’s expertise level.
Yes, you can revoke access from MCM partners at any time. For “Manage Account” delegation, you can remove the parent publisher’s access through your GAM account. For “Manage Inventory” delegation, you can end the relationship and reclaim your inventory segments.
MCM approval typically takes 2 days to 4 weeks, depending on your website’s compliance, account history, and Google’s current review volume. Publishers with clean records and compliant websites usually get approved faster.
If rejected, Google will provide specific reasons. Common issues include existing dormant accounts, policy violations, or site quality problems. You can address these issues and reapply. Your MCM partner can help resolve technical issues and guide you through the reapplication process.
Yes, you can use MCM alongside other ad networks and direct deals. However, ensure your ads.txt file is properly configured and that you’re not violating any exclusivity agreements with your MCM partner. Many publishers successfully diversify their revenue streams this way.
Conclusion
Google MCM represents a significant evolution in programmatic advertising, offering smaller publishers unprecedented access to premium ad demand through Google Ad Exchange. With its flexible delegation options, enhanced transparency, and powerful revenue optimization capabilities, MCM has become an essential tool for publishers looking to maximize their ad revenue potential.
Key Success Factors
- Choose the right partner: Select a Google-certified MCM partner with proven expertise and transparent practices.
- Maintain compliance: Keep your website Google-compliant and your ads.txt file updated.
- Monitor performance: Track key metrics regularly and work with your partner to optimize results.
- Stay informed: Keep up with policy changes and new features in the MCM ecosystem.
3x
Better fill rates vs AdSense
55%
Average revenue increase
24/7
Professional support
As the digital advertising landscape continues to evolve, MCM provides publishers with the tools and opportunities needed to compete effectively in the programmatic marketplace. Whether you’re a small blog or a growing digital publication, understanding and leveraging Google MCM can be the key to unlocking your website’s full monetization potential.