Sometimes the digital advertising industry is like a bowl of alphabet soup…
- RPM — calculate it!
- CSS — minify it!
- SEO — optimize for it!
- GDPR — comply with it!
- And so on.
Well now there’s a new acronym in town that you’ll soon be hearing chatter about, and that’s MCM — Multiple Customer Management. We’ll be asking you to “switch to it!” and we’re here to help every step of the way.
What is Multiple Customer Management (MCM)?
As a Google Certified Publishing Partner (another acronym for you — GCPP), we work closely with Google to make sure your ads are up to date with their current and future policies. Being a GCPP means our ad optimization, policies, financials, business practices, and ad layouts are Google-approved.
It also means that every publisher we approve to work with AdThrive must be approved to work with Google.
Now, Google is replacing the existing way of approving publishers with a new and more robust method, MCM.
MCM helps reduce fraud in digital advertising and increase advertiser trust
As part of a push to further reduce fraud in the digital advertising ecosystem, MCM helps Google know more about the publishers they work with, often via a third-party ad manager like AdThrive or other GCPPs.
With MCM, Google can vet publishers more directly to make sure there aren’t any bad actors misrepresenting the value of their traffic or ad inventory and defrauding advertisers.
It’s a much-needed release that supports other recent initiatives to reduce fraud, like ads.txt and Sellers.json, and protect advertisers and publishers alike!
At AdThrive, we already take great measures to ensure that the publishers we work with produce high-quality, original, brand-safe content that advertisers feel confident about placing their ads next to. So we’re highly supportive of these efforts to make the ecosystem better.
The added level of protection that MCM brings will help make sure other GCPPs start enforcing policies that look a bit more like the ones we already have in place, increasing advertisers’ trust and spending.
AdThrive publishers will be among the first to start using MCM
This year, Google is requiring all publishers they work with to migrate to MCM.
We’ve been working closely with Google for the past year and a half to help shape and ease the process of moving to the new MCM system, so you are in the best hands!
AdThrive publishers will be among the first to start using MCM, and we’re excited and ready to help.
What does MCM mean for me?
Getting your account set up with MCM will require a little bit of activity on your end, but we’ll be there by your side making sure everything goes smoothly!
Google plans to sunset their current system for managing publishers this summer, so we’ll help all AdThrive publishers get set up with MCM over the next few months. Don’t worry — you don’t have to take any action until you hear from us!
When the time comes, we’ll be sending you an invitation via Google Ad Manager to allow us to manage your ads through MCM. You’ll get some simple instructions on setting up or connecting a Google Ad Manager account.
For most publishers, this should be a quick and painless process. But it has the potential to get a little tricky if you have an existing Google Ad Manager account (that you may or may not remember setting up!) because duplicate accounts are not allowed. For these cases, we helped Google establish a process to locate and connect your existing account.
The good news is that once you’re set up with MCM, you can breathe easy knowing:
- You’re meeting Google requirements
- You’re earning top dollar as we manage and optimize your ads (absolutely nothing will change with your ads or your AdThrive service)
- And you’re doing your part to help reduce fraud in the industry!
I’m not with AdThrive — what do I need to do for MCM?
It’s critical to make sure you’re working with a Google Certified Publishing Partner that will help you navigate things like MCM and other transparency measures! We all have to do our part to make sure digital advertising stays healthy and thriving.
Be sure to reach out to your ad management company to make sure they’re ready (and excited) for Google’s MCM and have plans for getting you set up before the deadline.
Or apply here to join AdThrive and we’ll have your back!