{"id":8180,"date":"2024-03-01T14:35:31","date_gmt":"2024-03-01T14:35:31","guid":{"rendered":"https:\/\/oko.uk\/?p=8180"},"modified":"2024-03-01T14:35:31","modified_gmt":"2024-03-01T14:35:31","slug":"google-mcm-vs-google-gcpp-whats-the-difference","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/google-mcm-vs-google-gcpp-whats-the-difference\/","title":{"rendered":"Google MCM vs. Google GCPP: What\u2019s The Difference?"},"content":{"rendered":"<p><em><span style=\"font-weight: 400\">When searching for a monetization partner online, it\u2019s easy to get bogged down in acronyms. Here\u2019s how to find the one that works for you.<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400\">If you\u2019re interested in maximizing your revenue from advertising on your site\/app\/CTV channel, you\u2019re going to need to include <a href=\"https:\/\/oko.uk\/topic\/adx\" target=\"_blank\" rel=\"noopener\">Google AdX<\/a> into your demand stack. And if you\u2019re interested in making money through Google AdX, there are three ways to do it: by being eligible yourself, by partnering with a Google Multiple Customer Management Partner (MCM), or by teaming up with a Google Certified Publishing Partner (GCPP).<\/span><\/p>\n<p><span style=\"font-weight: 400\">The names themselves don\u2019t tell you much, and in the complicated world of monetization it\u2019s important to choose the publishing partner that suits your business\u2019s needs. So let\u2019s break down why you need a publishing partner at all, and then explain the differences between your options.<\/span><\/p>\n<p><span style=\"font-weight: 400\"><strong>Case Study:<\/strong> <em>find out how OKO was able to boost Loop Media\u2019s revenue by 500% \u2014 <a href=\"https:\/\/oko.uk\/case-study\/oko-was-asked-to-boost-loop-tvs-revenue-per-month\" target=\"_blank\" rel=\"noopener\">on the first day<\/a><\/em>.<\/span><\/p>\n<h2>Why Do You Need An MCM Or GCPP?<\/h2>\n<p>Google AdX is a powerful marketplace that uses programmatic auctions to place advertising inside publisher ad slots. Through this real-time bidding, publishers can guarantee that their ad space is going for top dollar. This is the premium tier compared to <a href=\"https:\/\/oko.uk\/topic\/adsense\" target=\"_blank\" rel=\"noopener\">Google AdSense<\/a>, which uses set pricing and is easier for small publishers to implement.<\/p>\n<p>Google AdSense is self-service, easy-to-implement, and it\u2019s the most popular ad network around. So it\u2019s certainly nothing to sneeze at. That being said, Google AdX is the next level, like the VIP area in a nightclub. And like any VIP area, you\u2019re not getting in unless you\u2019re on the list.<\/p>\n<p>Getting on that list is invitation-only, and only a select group of companies qualify. Having a publishing partner is like having a VIP point you out to the bouncer and saying, \u201cThey\u2019re with me.\u201d You can use Google AdX in addition to prebid monetization that should provide the maximum revenue by increasing the competition for each ad opportunity.<\/p>\n<h2>What Is A Google MCM?<\/h2>\n<p>Basically, Google doesn\u2019t want to let you into AdX unless you have an adult. A Google MCM is the adult in the relationship: literally, your Google MCM partner is referred to as the \u201cParent Publisher,\u201d and the publisher they\u2019re partnering with is called the \u201cChild Publisher.\u201d So they\u2019re approved to operate within the space, and sell your inventory on your behalf.<\/p>\n<h2>What Is A Google Certified Publishing Partner?<\/h2>\n<p>Like an MCM, a Google Certified Publishing Partner is authorized to operate in AdX and to sell your inventory on your behalf. But what separates a GCPP from an MCM is almost as big as the difference between AdSense and AdX.<\/p>\n<p>As Google <a href=\"https:\/\/www.google.com\/ads\/publisher\/partners\/#:~:text=Look%20for%20the,like%20you%20succeed.\" target=\"_blank\" rel=\"noopener\">says<\/a>, \u201c<em>The Certified Publishing Partners badge lets you know you\u2019re working with someone who has been carefully vetted by Google. Not only have they passed Google\u2019s product certification exams, but they\u2019ve also established a successful track record of helping publishers like you succeed<\/em>.\u201d<\/p>\n<p>So while both MCMs and GCPPs are permitted to work on Google AdX, a GCPP has been more-carefully vetted. GCPP companies are continually assessed on a number of quality standards. It&#8217;s not about being the biggest or being around the longest. It&#8217;s about hitting the numbers continually and ensuring that staff pass the exams.<\/p>\n<p>Google tracks those same numbers for all MCM partners. If a partner scores well consistently they get invited to be part of the program.<\/p>\n<h2>Which Publishing Partner Is Right For You?<\/h2>\n<p>At <a href=\"https:\/\/oko.uk\/ourstory\" target=\"_blank\" rel=\"noopener\">OKO Digital<\/a>, we might be a little biased: in 2016, we were the very first company in the UK to be awarded GCPP status, and we\u2019re very proud of that fact. That being said, the difference is fairly obvious: while all GCPP and MCM companies are authorized to operate on AdX, any company that has MCM status, but not GCPP status, hasn\u2019t been invited to participate.<\/p>\n<p>At the very least, if the publishing partner you\u2019re looking at is an MCM, but not a GCPP, you should probably ask them why that is.<\/p>\n<h2>Final thoughts<\/h2>\n<p>Google is one of the most-powerful advertising and publishing platforms in the world \u2014 and any company carrying the badge of a GCPP is, in part, representing Google\u2019s ability to vet and vouch for their publisher partners. They take that vetting process seriously, and if you take your business seriously as well, you should never settle for less than a Google Certified Publishing Partner.<\/p>\n<p>If you\u2019re interested in getting your inventory on AdX, or just want to improve upon the results you\u2019ve been getting with an MCM, reach out to <a href=\"https:\/\/oko.uk\/contact\" target=\"_blank\" rel=\"noopener\">OKO<\/a> today. We\u2019re also certified partners for <a href=\"https:\/\/oko.uk\/blog\/the-ctv-advantage-key-benefits-to-maximizing-your-monetization-potential\" target=\"_blank\" rel=\"noopener\">CTV<\/a> advertising, and experts at getting the most out of your monetization. We\u2019re ready to show you what we can do.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When searching for a monetization partner online, it\u2019s easy to get bogged down in acronyms. Here\u2019s how to find the one that works for<\/p>\n","protected":false},"author":1,"featured_media":9288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[12,5,9],"class_list":["post-8180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips","tag-admanager","tag-gcpp","tag-google-mcm"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google MCM vs. Google GCPP: What\u2019s The Difference? | Supply-Side Platform | COOL Media (formerly OKO Digital)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/supply-side-platform-home\/google-mcm-vs-google-gcpp-whats-the-difference\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google MCM vs. Google GCPP: What\u2019s The Difference? | Supply-Side Platform | COOL Media (formerly OKO Digital)\" \/>\n<meta property=\"og:description\" content=\"When searching for a monetization partner online, it\u2019s easy to get bogged down in acronyms. 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