{"id":592,"date":"2022-02-12T13:39:36","date_gmt":"2022-02-12T13:39:36","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=592"},"modified":"2022-02-12T13:39:36","modified_gmt":"2022-02-12T13:39:36","slug":"ad-manager-mcm-partner","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2022\/02\/12\/ad-manager-mcm-partner\/","title":{"rendered":"How to Choose an Ad Manager MCM Partner"},"content":{"rendered":"

The changes Google has been making to how publishers access\u00a0Ad Exchange<\/a>\u00a0mean that many publishers have found themselves looking for new MCM partners this year. Whilst larger publishers are able to access Ad Exchange through their own Ad Manager 360 Account, most do so through MCM Partners. The MCM (Multi-Client Management) program gives approved third parties the means to offer Ad Exchange access to their clients, opening up Google\u2019s premium monetization service to more publishers without the cost of high entry requirements of direct account access.<\/p>\n

Aren\u2019t all MCM Partners reselling the same thing?<\/h2>\n

MCM partners are still sometimes referred to as \u201cAdX resellers\u201d, but it is a misleading term. It is an even less relevant term under recent changes to the Ad Exchange \/ Ad Manager ecosystem.<\/p>\n

Under the old Ad Exchange infrastructure (called\u00a0SPM, or Scaled Partner Management<\/a>) there was a route for partners to provide access to Ad Exchange in a largely hands-off, reseller-like, manner. That system is being retired by Google this year and the new MCM framework is far more involved. For most publishers, their inventory will be running within their partner\u2019s Ad manager account and therefore far more closely managed than it would have been under SPM. Partners are now far more \u201cmanagers\u201d than they are \u201cresellers\u201d.<\/p>\n

In addition, few partners are just offering the basic product. MCM encourages each partner to bring their own value, so no two offerings are likely to be exactly the same.<\/p>\n

Partner vs Certified Partner<\/h2>\n

One shortcut to finding a better partner is to look at Google\u2019s own list of\u00a0Google Certified Publishing partners<\/a>. Certified Publishing partners are continually assessed on quality, knowledge, and results to ensure they are meeting the rigorous standards of the program. Whilst all MCM partners have to meet certain criteria, the selection process for Certified Partners is far more strict and those who fail to maintain the standards are removed from the program.
\nOpting for a Certified Partner (one that appears on Google\u2019s Certified Partner website) is your assurance of those standards.<\/p>\n

Commercial Terms<\/h2>\n

The fees and contractual terms of any partnership are always going to play a big part in your decision, so establishing those early is important. Things to look out for:<\/p>\n