Trade House Media are thrilled to announce that we have been recognised by Google as a business disrupting the online advertising space and have been approved as an official Google Multiple Customer Management (MCM) reseller.
When Google retired the Scaled Management Partner (SMP) programme in 2021 and replaced it with MCM, they began the job of finding businesses to work with who were offering something unique in the market and whom they could trust to provide a world beating service globally. With our innovative publisher tools, unique inventory management and outstanding focus on putting publishers first, Google’s MCM approval was a natural step.
What is a Google MCM account?
Put simply, a Google MCM account allows Trade House Media to offer a suite of Google publisher tools (including Google’s ad exchange, AdX and their server-side auction environment, Open Bidding) to publishers who might not otherwise have access to them.
AdX is the most lucrative and widely adopted ad exchange in the world and an integral part to any mature publisher advertising stack. However, gaining access to AdX is not straightforward and Google has a strict list of criteria that publishers must fulfil in order to get their own AdX account. Google doesn’t publicly share these criteria, but it is believed that publishers need to have in the region of 10-20 million pageviews per month as a minimum to be eligible. This puts a direct AdX integration well out of reach of all but the biggest global publishers and means the majority of small to medium-sized publishers must operate via a reseller (like Trade House Media) in order to access this lucrative revenue stream.
How does an MCM account work?
Before diving too deep into the weeds of how a Google MCM account works, it makes sense to understand some of the terminology used by Google.
MCM account holders (like Trade House Media) manage a ‘parent’ MCM account, whilst publishers accessing the suite of Google products via a reseller operate a ‘child’ account.
A child account can have two delegations: manage account or manage inventory.
By using the MCM Manage Account delegation, parent accounts are granted access to edit and manage the inventory of a publisher’s child account. The publisher remains in control of all settings and permissions. This setup is perfect for publishers who have a trusted partner that manages all aspects of their account.
Conversely, the MCM Manage Inventory delegation is designed for publishers who require a more hands-on approach to managing their inventory. This delegation allows the parent account to manage publisher inventory via the parent account, whilst leaving the child account free to manage their own internal ad units, orders and line items.
How can Trade House Media help?
As an official reseller of Google products via the MCM programme, Trade House Media ranks amongst a small number of companies globally who are able to offer AdX directly to publishers. By partnering with us, we are able to grant access to the full suite of monetisation tools, including AdX and Open Bidding.
On top of this, we are able to have Google compete with the full marketplace of buyers via our trading platform, integrate with your website via a single line of code, provide access to our powerful and bespoke analytics suite and manage all aspects of monetisation on your site. All of this is wrapped in our famous white glove service, with access to your own dedicated account management team.
We don’t believe having a world-leading ad monetisation strategy should be a luxury enjoyed by only the largest multinational publishing houses with huge ad operations teams. Get in touch with us today if you’d like to discuss getting access to AdX & Open Bidding or start the journey to becoming a profitable publisher without the headache.