{"id":27653,"date":"2021-03-31T14:34:41","date_gmt":"2021-03-31T12:34:41","guid":{"rendered":"https:\/\/yieldbird.com\/?p=27653"},"modified":"2024-07-22T19:27:12","modified_gmt":"2024-07-22T17:27:12","slug":"how-multiple-customer-management-is-set-to-replace-scaled-partner-management","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/how-multiple-customer-management-is-set-to-replace-scaled-partner-management\/","title":{"rendered":"How Multiple Customer Management Is Set To Replace Scaled Partnerships"},"content":{"rendered":"\n

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.<\/strong><\/span><\/p>\n\n\n\n

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? <\/span><\/p>\n\n\n\n

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Explaining the Scaled Partner Management (SPM) program<\/h2>\n\n\n\n
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  • \"Scaled<\/figure><\/li><\/ul><\/figure>\n\n\n\n

    The Scaled Partner Management (SPM) program is a method of accessing Ad Exchange for small publishers<\/strong>. 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.<\/span><\/p>\n\n\n\n

    Under scaled partnerships, the Publisher’s inventory (the so-called child publisher<\/em>) 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.<\/span><\/p>\n\n\n\n

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    Why will MCM replace SPM?<\/h2>\n\n\n\n
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    \"Google<\/figure>\n\n\n\n

    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.<\/span><\/p>\n\n\n\n

    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<\/strong> continues and will undoubtedly continue throughout Q2, we should not fear the unknown, but rather expect improvements at many levels.<\/span><\/p>\n\n\n\n

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