Unlock New Demand Streams with

Google
MCM Integration

Discover how integrating Google MCM with MGID widgets can expand your demand sources and boost revenue.

The Who, How and Why of Google MCM

What is Google MCM?

Google MCM, short for Multiple Customer Management, is a feature of Google Ad Manager (GAM) 360 that lets publishers link with Google Ad Exchange (AdX) through certain third-party Google partners. These partners advise, represent and oversee networks or inventory on behalf of publishers.

How does Google MCM work?

Google MCM sets up a parent-child relationship between networks. The network requesting access becomes the "parent publisher," while the network granting access becomes the "child publisher."

Why is Google MCM important?

Google MCM simplifies the process of managing multiple ad accounts. It allows publishers to connect with AdX more efficiently and enables partners to provide guidance and support. This collaboration enhances publishers' ability to optimize their networks and inventory for better results.

Benefits of Google MCM Program for Publishers

Access to high-quality demand

MCM connects publishers to additional ad exchanges through Open Bidding, increasing the number of sources for ads.

Efficient deal management

MCM simplifies the management of various ad deals, including direct, programmatic guaranteed and PMPs, making the process more seamless and efficient.

Expert guidance

Publishers using MCM benefit from the expertise and support of third-party monetization experts, helping them optimize ads and manage yield effectively.

Protection against ad fraud

MCM includes advanced security measures to safeguard publishers' inventory from fraudulent activities, ensuring a safe and stable ad management environment.

Types of “Parent-Child” Relationships

In Google MCM, there are two main roles: the parent publisher and the child publisher.

The parent publisher is a third-party ad tech company or a Google certified partner with direct access to Google AdX.

The child publisher is usually the user, often a publisher, who accesses AdX through the parent publisher. Child publishers have the ability to grant different authorization levels to their parent publishers.

Here are the two types of Google MCM delegation

Managed Account (MA):

Child publishers grant parent publishers editing access to all ad inventory.

Parent publishers manage and monetize the ad inventory of child publishers.

The Managed Account delegation is great for publishers who want their partners to fully manage their GAM account.

Managed Inventory (MI):

Parent publishers can see ad requests from child publishers.

Child publishers maintain control over access and settings.

The Managed Inventory delegation is ideal for publishers who want to maintain some control over their ad inventory.

MI vs. MA: Side-by-Side Analysis

Aspect

Managed Account

Managed Inventory

Inventory
access

The parent publisher has direct access to the complete ad inventory.

The parent publisher has direct access to only delegated ad inventories. lorem

Number of parent publishers

The child publisher can have only 1 parent publisher.

The child publisher can have up to 15 parent publishers.

Access to Google Ad manager account

The parent publisher has access to the child publisher’s ad manager account.

The parent publisher does not have access to the child publisher’s ad manager account.

Ad tags

The child publisher must use their own GAM tags.

The child publisher must use GAM tags provided by the parent publishers.

Payment

Payments are made to the child publisher.

Payments are made to the parent publisher

How Can I Join
The Google MCM
Program?

As a Google MCM program partner, MGID can invite publishers to MCM. Contact us to start the process.



We’d be happy to answer your questions and share how MCM could work for your website.

Eligibility Criteria for
the Google MCM Program

Website compliance

Websites must meet Google's quality standards.

Original content

All content must be original or licensed from appropriate sources, without copyright infringements.

No sensitive content

Websites promoting sensitive topics like gambling, pornography or violence are ineligible for the program.

Valid ads.txt file

Websites must contain a valid ads.txt file to prevent ad fraud and ensure transparent ad purchasing.

MGID’s Role in MCM Program

MGID acts as the parent publisher while you become the child publisher in the Google MCM program. To begin this partnership, MGID will send a request to access your inventory. When you accept our invite, you're signaling to Google that we are in direct cooperation. Consequently, MGID becomes eligible to monetize your traffic through the Google platform.

This integration is crucial because it expands the demand for your inventory, increasing competition for ad placement. As a result, you experience boosted CPMs and revenue streams.

Here's how it works

MGID's direct campaigns compete directly with Ad Exchange demand. The ad with the highest bid gets displayed in MGID's widget on your website.

To ensure transparency and control, MGID requests only to manage inventory, empowering you to maintain oversight of your inventory while still benefiting from our partnership.

How to Join MGID’s Google MCM

GAM Network ID

1234567

email

name@gmail.com

01

Share your GAM Network ID and email with MGID.

02

Place the MGID MCM ads.txt line on all websites connected to the program.

03

Accept MGID’s invitation to join our MCM on your GAM account.

After the ads.txt line is inserted and your website is approved as managed inventory for MCM, our Ad Operations team will set up an MCM placement inside our widgets.

FAQ

Could you provide step-by-step detailed instructions on how, where and what the publisher should do to set up the Google child account and accept the MCM invite?

If you don't have a Google Ad Manager (GAM) account yet, you'll need to create one before setting up the child account and accepting the MCM invite. Here are the steps:

  1. Sign up for Google Ad Manager: Visit the Google Ad Manager website (https://admanager.google.com/) and click on the Get started or Sign up button. Follow the prompts to create a new account. You'll need to provide relevant information such as your email address, company name and website URL.
  2. Verify your account: After signing up, Google may require you to verify your account by providing additional information or completing verification steps. Follow the instructions provided to verify your account.
  3. Set up your account: Once your account is verified, log in to Google Ad Manager using your credentials. Follow the on-screen instructions to set up your account. This may include configuring your network settings, defining your ad units and setting up other account preferences.
  4. Admin settings: After setting up your account, navigate to the Admin tab located in the top-right corner of the page.
  5. Navigate to Access & Authorization: Under the Admin tab, select Access & authorization from the left-hand menu.
  6. Select Child Publisher: Within the Access & authorization section, click on Child publisher.
  7. Add MGID's Information: Click on the blue button labeled Add child publisher to initiate the process. Enter MGID's unique publisher ID and any other required information to identify MGID as the parent publisher.
  8. Submit the request: Once you've entered MGID's information, click the Submit or Save button to send the request.

After submitting the request, MGID will send you an MCM invite. You can review how to accept an invitation in the How to Join MGID’s Google MCM section of this guide.

How to verify whether the account is child or parent?

Verifying whether an account is a child or parent in Google Ad Manager (GAM) can be done by checking for the presence of the Multiple Customer Management (MCM) tab in the Admin settings. Here's how you can do it:

  1. Log in to Google Ad Manag: Access the Google Ad Manager account using the client's credentials.
  2. Navigate to admin settings: Click on the Admin tab located in the top-right corner of the page.
  3. Check for MCM tab:
    • Parent account:If it is a parent account, there will typically be an option or tab labeled Multiple Customer Management (or MCM) within the Admin settings. This indicates that the account has access to manage multiple child accounts.
    • Child account: If it is a child account, the MCM tab will be absent, indicating that it does not have access to manage other accounts and is connected to a parent network.
How much time will it take for Google to accept or reject the website?

In general, the review process for Google AdSense or Google Ad Manager can take anywhere from a few days to 4 weeks . However, Google does not provide a specific timeline for review and approval as it varies in each case. It's important for publishers to monitor their application status and follow up with Google if there are any delays or concerns during the review process.

Is there anything to change in a website’s setup from the publisher’s side?

No additional effort from the publisher is required because the integration process is fully automated and handled within MGID widgets. This eliminates the need for technical expertise and ensures a smooth and efficient implementation.

Will there be additional invoices to take care of?

No, MGID handles the entire billing process, eliminating the need for publishers to manage multiple invoices. This means that all of the MCM revenue will be added to the widget earnings publishers see in the dashboard.

Will MGID MCM integration interfere with the publisher’s existing setup?

No, the integration takes place entirely within the MGID widget and does not affect the existing ad placement configurations.

Will this integration somehow impact publishers revenue from other Google products?

No, this integration will influence only the CPMs and revenue a publisher receives from MGID widgets uplifting them by at least 10%. This integration will not impact your revenue from other Google ad formats/channels (e.g., AdSense). Joining MGID MCM won’t affect your main Google Ad Manager (GAM) functionalities or revenues. In addition, your own GAM usage will not vary.

Where can I track revenue from MCM? Is it possible to show in my GAM?

MCM revenue is included in the general revenue of MGID widgets. It is not reflected in GAM.

Can I access MCM through MGID if I already have other MCM connections?

Yes, you can access MCM through MGID even if you already have other MCM connections. MGID can serve as an additional MCM partner, providing you with expanded access to Google Ad Exchange (AdX) demand and offering unique benefits and features tailored to your needs.

Being the trusted Google MCM program partner, MGID has already given many publishers access to MCM

Contact us to get started with onboarding