How Multiple Customer Management Is Set To Replace Scaled Partnerships

Google has officially announced that its Scaled Partner Management (SPM) program will be replaced by a Multiple Customer Management (MCM) module for Google AdManager users in July 2021.

Publishers working with partners under SPM are beginning to ask what the consequences of such a move will be. Why is this change coming about, and will it be necessary to prepare for this change in advance? Or will the transition between SPM and MCM be just a click of a button or a multi-step process?

Explaining the Scaled Partner Management (SPM) program

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The Scaled Partner Management (SPM) program is a method of accessing Ad Exchange for small publishers. If you do not have a large scale of traffic with its accompanying high number of advertising impressions, you can use larger accounts of Ad Exchange Publishers or channel partners. This is a way of effectively improving the exposure of your inventory to premium demand and increasing the interest of advertisers in your inventory.

Under scaled partnerships, the Publisher’s inventory (the so-called child publisher) can be fully owned and operated by the partner – therefore the selection of a proven and competent partner (able to implement an appropriate yield management strategy, monitoring and adjusting price rates, supporting units on the website and ensuring compliance with the policy) has a significant impact on inventory performance.

Why will MCM replace SPM?

For some time, Google has been communicating work on a program that will eventually replace SPM as a solution better suited to market expectations. From August 2020, selected users of Google AdManager 360 could use the beta version of MCM – in parallel with the still functioning and supported SPM feature.

When launching the beta, Google emphasized its efforts to make the system of partnership between Publishers and publishing partners even more effective, transparent and convenient for all parties. Implementation of the so-called delegation types (currently distinguishing Manage Inventory and Manage Account) is a step in this direction, because it will facilitate a clear understanding of the authorization level of the selected partnership. Although work on the final shape of Multiple Customer Management continues and will undoubtedly continue throughout Q2, we should not fear the unknown, but rather expect improvements at many levels.

Will all entities that are currently SPM partners be automatically included in the new program?

No. Although the Multiple Customer Management program will replace Scaled Partnership Management, it is not its continuation. There will be a separate qualification system for MCM.

If your current SPM partner is not participating in the MCM beta program, you may want to verify whether they are already talking to their Google account representative about joining MCM. Treat any delayed response or any downplaying of the upcoming change as a red flag – perhaps your current partner has not been accepted into the MCM program.

In such a situation, it is worth verifying the alternatives in advance, because if you do not switch to MCM when SPM expires, then you may experience a break in monetization. This could last several days, until you find a new MCM partner.

Is the transition from SPM to MCM difficult for Publishers?

Not at all. Regardless of the type of delegation, joining MCM is based on a short and clear instruction and requires minimal involvement of the Publisher – short formalities and simple adjustments in the codes of advertising units.

You can read more about it in Google review of MCM delegation types.

What revenue sources are available to Publishers through MCM?

Participation in MCM allows Publishers to use premium Adx demand, Open Bidding and Programmatic Direct – Preferred Deals and Programmatic Guaranteed (and, of course, such participation does not limit the use of non-Google demand sources).

Is it safe to join MCM? Will my current SPM partner possess more permissions than before in order to operate on my site after their switch to MCM?

The MCM program is completely secure and allows Publishers to fully control what access and rights are held by third-party partners. For full security, you can choose to cooperate with Google Certified Publishing Partners – entities that work closely with Google and are regularly audited for compliance with publishing policies.

My SPM partner is in the MCM beta program and wants me to join. Would such a move be safe from the perspective of performance revenue stability?

We at Yieldbird have been testing MCM for several months and our experience confirms that regardless of the selected type of delegation (Manage Inventory or Manage Account), there is no negative impact arising from the site’s performance. If you have the opportunity to go through this process now – much earlier than most Publishers – then take such steps with confidence!