MCM is a feature of GAM 360 that allows parent publishers to manage ad inventory and accounts for child publishers. Using MCM Child publishers can connect with Google Certified 3rd party Partners which help publishers to earn and grow their programmatic revenue.
Publishers, including website and app owners, connect with these Google Partners and form a relationship known as a parent-child relationship. In this relationship, the Child allows the third-party Parent to manage their inventory on their behalf.
Types of Delegations in MCM
There are two types of delegations in the parent-child relationship.
Manage inventory. In which the child delegates their inventory to Parent and Parent manages all of their inventory in his GAM 360.
Manage account. The Child Publisher grants access to his self-serve GAM to the Parent Publisher and the Child manages all his inventory by himself.
A child Publisher can Have both “Manage account” and “Manage inventory” from different Parent accounts, but they can not be allowed to serve ads of both kinds of delegations from the same Parent.
Difference Between Manage Account and Manage Inventory
| Details | Manage Account | Manage Inventory |
| Delegation access | Parent Partners access the Child Publisher account to monetize the Inventory. | The Child Publisher assigns the inventory to Parent and Parent manages the inventory in his own GAM 360 for the child. |
| Reports | All reporting data is available in Child Publisher GAM and can see all the data. | All reporting data is visible only in the Parent account. |
| Invite | A child Publisher receives an invite from the Parent which includes the revenue share percentage agreed upon. It ranges from 0 to 100%. | The child publisher receives an invitation from the Parent and when the invite is accepted the Parent starts managing the inventory. |
| Payments | Payment is made directly to the Publisher by auto-payment on the revenue share percentage defined between the child and parent. | The parent receives full payment from Google and is disbursed to Child Publisher. |
| Tags | Child Publishers use their Tags generated in GAM. | Child users use Parent account-provided tags |
| Trafficking | Parents manage all the inventory in the child’s account. | Parent manages child inventory in Parent GAM 360’s account. |
In conclusion, MCM provides a flexible tool for publishers to collaborate with Google Certified Publisher Partners, offering two delegation approaches to the uit different business needs of Publishers. Whether through Manage Account or Manage Inventory delegation, publishers can leverage expert partners’ experience while maintaining appropriate levels of control over their ad operations.
Understanding these delegation types and their differences is crucial for publishers to make informed decisions about their programmatic advertising strategy and maximize their revenue potential.
Before diving into delegation setup, it’s essential to have a properly configured Google Ad Manager account. Let’s explore the key steps and best practices for setting up your GAM account to ensure smooth delegation implementation and optimal ad management capabilities.
Start Monetizing with the Best MCM Partner
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Ready to maximize your ad revenue? Contact Abakwa Studio today to learn how our MCM partnership can transform your advertising strategy. Let’s discuss your specific needs and create a customized solution that drives results for your website.
