What is Google intension when they remove SPM but keep MCM?

What is Google intension when they remove SPM but keep MCM?

Google Ad Exchange is known as one of the highest paying ad exchange networks to buy ad placements for publishers. But there are also many publishers who are missing the opportunity to be brought from this advertising channel.


Many publishers use Google Ad Manager, a centralized ad management platform that allows them to monetize a variety of inventory including websites, videos, and apps. It gives them access to premium monetization tools like Google AdX, a programmatic advertising exchange formerly known as DoubleClick Ad Exchange.

Although less known than its siblings Google AdSense, Google AdMob and Google Ad Manager, Google Ad Exchange is one of the gems that not too many publishers are exploiting. Google’s Ad exchange is known to be one of the highest paying exchanges to buy inventory.

1. What makes SPM?

Google Ad Exchange is only for medium and large businesses, so Google created Scaled Partner Management (SPM) so that small publishers can also use this exchange by linking with a third party, who is a direct partner of Google and has a Google Ad Manager account.

“Netlink is the first company to be accepted as a direct partner of Google in Southeast Asia with the title of Certified Publishing Partner. We are very pleased to assist you in consulting with advertising experts with many years of experience, giving orientation for your website/app to optimize revenue.”

With Google AdSense, you can get a decent amount of revenue from ads, but to further optimize your revenue, get higher quality ads with higher CPM you need to have Google Ad Exchange (Google AdX). Especially, for websites/apps with about 10 million views per month or more, you will see a big difference in revenue when using Google AdX instead of Google AdSense.

In order for small publishers to also take advantage of Google AdX profits, Google introduced SPM, which allows Google’s partners to provide users with the right to use Google Exchange as other medium and large businesses when they have not reached 10 million views per month.

2. Why did Google choose MCM over SPM?

The Scaled Partner Management (SPM) program allows small and medium-sized publishers to access Google AdX through larger publishers or direct Google partners. This is a form of a Parent-Child relationship. The main account will be the Parent account and the accounts of small and medium enterprises will be the Child account. Child publishers can use Parent publisher accounts to access Google AdX and show their inventory to multiple advertisers.

Not only can Google AdExchange be used, but Google partners can also help with additional services such as yield management, ad optimization, etc. The idea of SPM is simply for publishers Your child, space on your website or app is entirely run by an SPM partner.

With Scaled Partnerships, the mandate of the chosen partnership has very little clarity on the level of authorization. To create a more transparent and efficient environment for both parties – the Parent account and the Child account, Google is replacing it with Multiple Customer Management (MCM).

Google has officially announced the complete death of SPM and instead let users switch completely to MCM. All accounts that are using SPM have had a transition period, SPM will also not exist after January 31, 2022. That means Google has given users about 5 months to complete the transition. and get used to using MCM instead of SPM.

“If you are already a Netlink partner, you don’t have to worry about switching MCM because your account manager in our system will contact you and send you an invitation. Please pay attention to confirm this invitation. Any questions please contact your account manager directly. In case you want to experience MCM, and are not yet our partners, please contact us via email: [email protected] for the earliest support.

With the MCM program, Child publishers will have the option of setting up their account (also known as authorization type) as: account management and placement management. It will be explained in detail in the image below.

In addition to the primary benefit of gaining access to Google Ad Exchange and maximizing available revenue opportunities, the MCM program offers other advantages such as:

  • Reach additional demand from other ad exchanges through Open Bidding.
  • Programmatic Direct, Preferred and Programmatic Secured transactions are supported.
3. Conclusion:

Google Ad Exchange is one of the best in-demand partners in the programmatic landscape. However, getting access to it is a tedious process. You need hundreds of millions of page impressions, go through a tough review process, and wait for days. By partnering with us, you will be able to shorten this waiting process.

To experience this MCM program, you just need to contact us, Netlink will send you an MCM invitation (in our experience, when an authorized Google partner sends a request related to account creation) GAM, publishers will get account approvals faster.)


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