Google MCM 2025 Updates:
What’s New for Publishers
Comprehensive guide to Multiple Customer Management updates, new features, and strategies to maximize your ad revenue in the evolving programmatic landscape
Executive Summary
Google’s Multiple Customer Management (MCM) program has evolved significantly in 2025, introducing enhanced privacy features, streamlined onboarding processes, and improved revenue optimization tools. This comprehensive guide covers everything publishers need to know about leveraging MCM for maximum ad revenue in the post-cookie era.
What is Google MCM?
Multiple Customer Management
MCM is Google’s framework that allows authorized publishers (parents) to provide Google Ad Exchange access to other publishers (children) who cannot directly access AdX.
Partnership Model
Creates parent-child relationships where experienced publishers help smaller ones access premium programmatic demand and advanced monetization tools.
Evolution from SPM to MCM
SPM Discontinued
February 2022
MCM Launch
Enhanced features
2025 Updates
New capabilities
Key Updates in 2025
Enhanced Privacy Controls
New privacy-first features aligned with post-cookie advertising, including improved first-party data integration and consent management.
Streamlined Onboarding
Faster setup process with automated compliance checks and simplified delegation workflows for new publishers.
Advanced Analytics
Enhanced reporting capabilities with real-time performance insights and predictive revenue analytics.
Privacy-First Advertising Changes
Third-Party Cookie Transition
While Google postponed the complete deprecation of third-party cookies in Chrome, 2025 has seen significant improvements in privacy-compliant targeting methods within the MCM framework.
Important: Publishers should still prepare for a cookieless future by implementing first-party data strategies and Privacy Sandbox APIs.
New Privacy Features
- Enhanced consent management integration
- Topics API optimization for MCM partners
- Privacy Sandbox compatibility improvements
- First-party data activation tools
Compliance Benefits
- Automated GDPR compliance checks
- CCPA-ready data handling
- Real-time consent verification
- Audit trail functionality
MCM Delegation Types Explained
Managed Inventory (MI)
Parent manages specific inventory
✓ Best for:
- • Publishers without GAM experience
- • Fast implementation needs
- • Hands-off approach preferred
- • Multiple MCM partners desired
Key Features:
- • Up to 15 parent publishers allowed
- • Parent’s GAM tags implementation
- • Parent receives payments
- • No GAM account access required
Managed Account (MA)
Parent accesses child’s account
✓ Best for:
- • Publishers with GAM 360 accounts
- • Need for direct control
- • In-house ad operations teams
- • Custom reporting requirements
Key Features:
- • Only 1 parent publisher allowed
- • Child’s GAM tags used
- • Child receives direct payments
- • Full account visibility maintained
Detailed Comparison: MI vs MA
| Feature | Managed Inventory (MI) | Managed Account (MA) |
|---|---|---|
| Setup Complexity | Low – Parent handles everything | High – Requires GAM 360 setup |
| Time to Launch | 1-2 weeks | 4-6 weeks |
| Revenue Control | Parent manages revenue share | Direct payment to child |
| Reporting Access | Parent’s GAM reporting | Child’s GAM reporting |
| Technical Expertise Needed | None – Parent provides | High – Child must manage |
| Scalability | High – Multiple parents allowed | Limited – Single parent only |
Benefits of Google MCM in 2025
Higher Revenue
Access to premium AdX demand typically increases revenue by 20-40% compared to standard ad networks.
Global Demand
Connect with advertisers worldwide through Google’s extensive demand partnerships and direct buyers.
Advanced Tools
Access GAM 360 features including Open Bidding, Programmatic Direct, and advanced optimization.
Better Fill Rates
Improved inventory monetization with higher fill rates and reduced unsold impressions.
Brand Safety
Enterprise-grade brand safety controls and fraud protection through Google’s security infrastructure.
Expert Support
Dedicated account management and technical support from certified MCM partners.
Getting Started with MCM
Step-by-Step Onboarding Process
Choose Your MCM Partner
Research and select a certified Google MCM partner that aligns with your needs, traffic volume, and monetization goals.
Tip: Look for partners with proven track records in your niche and positive publisher reviews.
Submit Application
Complete the application process with your chosen partner, providing website details, traffic statistics, and current monetization setup.
Required: Minimum 100K monthly pageviews, compliance with Google policies, and content in tier-1 languages.
Choose Delegation Type
Decide between Managed Inventory (MI) or Managed Account (MA) based on your technical capabilities and control preferences.
Technical Setup
Implement the required ad tags (either parent’s or your own GAM tags) and complete the technical integration.
<script>
window.googletag = window.googletag || {cmd: []};
googletag.cmd.push(function() {
googletag.defineSlot(‘/PARENT_CODE,CHILD_CODE/AdUnit’, [300, 250], ‘ad-container’);
});
</script>
Go Live & Optimize
Launch your MCM setup, monitor performance metrics, and work with your partner to optimize revenue through A/B testing and strategy adjustments.
Top Google MCM Partners for 2025
Enterprise Partners
Specialized Partners
Selection Criteria: Choose partners based on your specific needs – traffic volume, geographic focus, content vertical, technical support requirements, and revenue sharing terms.
Best Practices for MCM Success
Revenue Optimization
-
Implement header bidding alongside MCM for maximum competition and higher CPMs
-
Optimize ad placements using Google’s Open Bidding for real-time demand competition
-
Monitor performance regularly and adjust strategies based on data insights
-
Test ad formats including display, video, and native ads for optimal performance
Compliance & Quality
-
Maintain content quality and adhere to Google Publisher Policies at all times
-
Implement proper consent management for GDPR/CCPA compliance
-
Regular policy audits to prevent violations and maintain account health
-
Monitor invalid traffic and implement protection measures
Key Performance Metrics to Track
RPM
Revenue per thousand impressions
Fill Rate
Percentage of requests filled
CTR
Click-through rate
Viewability
Ads in viewable position
Common Mistakes to Avoid
- Not monitoring policy compliance regularly
- Ignoring mobile optimization for ad units
- Over-relying on a single MCM partner
- Poor ad placement affecting user experience
- Neglecting page speed impact from ads
- Not diversifying revenue streams
Frequently Asked Questions
What are the minimum requirements for MCM?
Publishers typically need 100K+ monthly pageviews, compliant content, and adherence to Google Publisher Policies. Some MCM partners may have higher requirements depending on their target market.
How long does MCM setup take?
Managed Inventory (MI) typically takes 1-2 weeks for full setup, while Managed Account (MA) can take 4-6 weeks due to the complexity of GAM 360 account requirements and approval processes.
Can I switch between MCM partners?
Yes, publishers can change MCM partners, though it requires coordination between all parties. For MI delegation, you can work with up to 15 partners simultaneously. MA delegation allows only one partner at a time.
What’s the difference between MCM and direct AdX access?
Direct AdX access requires GAM 360 ($150K+ annual revenue) and technical expertise. MCM provides the same AdX demand through a certified partner without these requirements, making it accessible to smaller publishers.
How does revenue sharing work in MCM?
In MI delegation, the parent receives payment and shares revenue based on agreed terms (typically 70-80% to publisher). In MA delegation, Google pays the child publisher directly after deducting the parent’s agreed fee.
Ready to Maximize Your Ad Revenue with MCM?
Google MCM continues to evolve in 2025, offering publishers unprecedented access to premium programmatic demand. Whether you’re a small publisher looking to scale or an established site seeking optimization, MCM provides the tools and partnerships needed for success.
Get Started
Research MCM partners and submit applications
Optimize
Implement best practices for maximum revenue
Scale
Grow your business with premium demand access