Are you looking to find a trustworthy Google Adx partner to help increase your ad revenue? It can be difficult to sift through the wide range of companies and the solutions they offer. In this post, we’ll cover what to look for in a header bidding or AdX partner.

Why Do You Need A Google AdX Partner?

Google Ad Exchange or Google AdX, provides access to premium advertising demand. This means big brands, year-round campaigns, and higher CPMs. If you’re a publisher looking to increase your ad revenue while continuing to only serve high-quality ads, Google AdX is the place to go.

How To Choose A Google AdX Partner

When choosing a Google AdX partner, you should check to see if they have the following:

  • MCM account access
  • Contracts without lock-ins
  • Payment terms – do they pay net. 30?
  • Transparent revenue share
  • High-quality partner websites
  • Good reviews from high-quality websites
  • Solutions for GDPR and CCPA compliance
  • High-quality ads
  • Anti-malvertising
  • Responsive support and account management

Google MCM Approved Partners

Google MCM

Google has switched from Scaled Partner Management (SPM) to Multiple Customer Management (MCM). In short, SPM accounts are being phased out and will no longer be able to access Google AdX. As a result, you must ensure you are working with a Google MCM approved partner to continue to access AdX. Check out our detailed guide on Google MCM and its implications if you’d like to learn more.

Google MCM also delivers several improvements:

  • New ad management features
  • More functionality for managing publisher permissions
  • More transparency for publishers

Snigel is an MCM approved Google partner, contact us here to learn more.

Flexible Contracts

While some AdX Partners will lock you into a 12-month contract, others allow you to leave at any time and shop around for the best deal. Locking your website into a long-term contract means that you won’t be able to switch providers if you have issues with:

  • Customer support
  • Payments
  • Revenue share
  • Ad quality
  • Core Web Vitals

It’s a nightmare to discover your partner provides a bad service when you’re only three months into a 12-month contract. AdX partners that don’t lock in publishers tend to provide better service and technology as they are motivated to continuously improve or publishers will walk away. As a result, it’s best to find a partner that doesn’t use fixed long-term contracts. 

Payment Terms

While contractual commitments are an essential element to consider, it is just as important to reflect on the payment structure and cycle of a potential AdX partner. Additionally, the fees charged and the minimum payout requirements will differ for each company. In some cases, you might have to wait up to 90 days, if not longer, to receive your payouts. 

Depending on your needs, it’s advisable to look for a partner that will pay you on a net 30 basis. This means you will only have to wait 30 days after the end of the month to receive your payment. For example, you receive a payment for April on the 30th of March. This helps ensure your cash flow is not interrupted and makes it easier and faster to switch providers.

Transparent Revenue Share

Most AdX partners will operate on a revenue share model, where you can expect a fee of 15% to 25% from the overall ad revenue earnings the company made for you. While it’s understandable that you want to keep the fees, or revenue share, to a minimum when choosing an AdX partner, it is essential to consider the medium to long-term impact this decision will have on sustainably growing your ad revenue.  Most publishers use a revenue share model with their AdX partner because it motivates them to increase the publisher’s revenue as much as possible. 

While 15% – 25% can seem like a large portion of your ad revenue, it should cover all costs, including ad serving fees, advertising operations management, tech updates, real-time reporting, and anti-malvertising. Be sure to ask your partner if they charge any additional ‘hidden’ fees and make sure they have a transparent revenue share scheme. 

High-Quality Partner Websites

Your AdX partner should be selective about which sites they partner with. A top-tier partner will take the time to carefully review your existing monetization strategy and website traffic before offering a customized solution that will fit your needs. This also means that a partner might decline to work with you if you do not meet their criteria or if the company does not believe that they can positively impact your ad performance.  

Some AdX partners work exclusively with high-quality websites – this means they get a good Google score and better rates for their publishers. In contrast, other AdX partners work with low-quality websites and, in return, have a poor Google score. Therefore, you need to figure out which websites your AdX partner works with.

You can get a good idea of an AdX partner’s quality standard by checking for a list of their partner websites. You can also check their main website to see if they showcase any existing publishers. Keep in mind that each website will have a different ad setup that works best for its target audience and revenue goals.

Company Reviews

Reviews from high-quality websites and positive scores on review platforms like Trustpilot are a good indication that the company has a history of delivering excellent service. Before you enter an agreement with a provider, do a quick Google search with the phrase “company name reviews” to see their track record.

You can quickly sort the good from the bad by looking for one-star reviews. If the review is from a legitimate website or contains clear information about problems at the company, you have likely found an AdX partner that should be avoided.

Solutions For GDPR And CCPA Compliance

browser open on a website with Snigel CMP Consent Management Platform (to serve ads without user consent)

Both the EU and California have strict data protection rights. As a result, Google requires websites to use a Consent Management Platform (CPM) if you have an audience in those geos. Ideally, your chosen AdX Partner should have the capability to provide you an IAB approved, customizable GDPR/CCPA solution to obtain consent from these users as part of your agreement. Third-party consent solutions are an unnecessary extra cost and are not explicitly built for publishers that rely on ad revenue. As a result, they are more difficult to integrate into your ad tech stack. 

If your AdX partner has developed their own CPM solution, you can be confident that it is optimized for their ad setup and will work seamlessly on your website. Before filling ad requests, demand partners like Google are increasingly demanding consent strings. This means that publishers without a CMP could experience a drop in ad demand and even fines for non-compliance with GDPR and CCPA. However, missing user consent does not automatically mean you can not serve ads. Read our guide on how to recover revenue when user consent is missing to learn more.

High-Quality Ads

Illustration of monitor displaying a website with ads

Bad ads can degrade your website’s user experience and signal to direct advertisers that the inventory isn’t of the quality they expect. While there are many different types of ads that might be called “bad,” in general, they are categorized as low-quality ads that negatively impact the user experience on your site. Creatives that contain explicit content, gambling ads, commercials that promote misinformation, click-bait ads, and such are all considered low-quality.

While it is never possible to completely eliminate low-quality ads, you can take preventative steps by looking for an AdX partner that only works with reputable demand partners.


Most AdX partner companies use multiple advertising demand sources, SSPs, and ad exchanges that open up your inventory to various advertisers. While this is necessary so that you can make the most out of your inventory, it also means that there is potential for your ad space to be abused through low-quality placements and even malware.  

To keep the quality of your ads high, it is therefore essential to pick a partner that has comprehensive anti-malware technology embedded into their advertising stack.  Anti-malware scanners detect and remove ads that contain malware before they are displayed on the publisher’s website.

Responsive Support and Account Management

The ad tech company you trust with your setup plays a significant role in your monthly revenue performance. The last thing you want is for your website to be set up with new technology and then experience radio silence when you try to get in touch with your AdX partner for any issues or questions you might have. Some AdX partners have a limited number of support staff. As a result, you can wait days for a response from a customer service representative. In some instances, this might cost you a large chunk of your revenue. 

Before signing any agreements, we suggest looking into how your account will be handled once you are a partner. A trusted company will assign one account manager specializing in ad operations to set up your website. The account manager should be available for guidance and support down the line and have a backup support system in the event that they are out of office. This approach ensures that you are in contact with a person that is familiar with your website and specific requirements. Additionally, a good account manager will constantly monitor your performance and make suggestions for improvements to ensure that your setup is optimized at all times and you get the most out of your revenue streams.

Now That You Know What's Important

Finding the right AdX partner or header bidding company might feel a little overwhelming at first, but if you keep an eye out and assess your potential partner based on the above criteria, you should be able to find a great match. If you’d like to apply to access AdX through Snigel, contact us here. Our team of ad operations specialists is always happy to talk you through any questions or inquiries you might have on the topic, so don’t hesitate to get in touch!

About the Author

Ira Nikolaou

Ira is Snigel's Online Marketing Executive. She supports our team and publishers by creating awesome guides on the latest adtech trends. Ira has studied software development, communications, and media.


Let our team of experts assess how Snigel can increase your ad revenue.
We pride ourselves on creating meaningful relationships with our publishers, understanding their priorities and customizing our solutions to meet their unique needs.
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Google MCM Program (Multiple Customer Management) lets publishers access Google Ad Exchange through a 3rd party. It is the replacement for Google SPM (Scaled Partner Management) and a tool for publishers to increase their ad revenue and gain deeper insight into their Ad Exchange performance. This guide will cover the differences between MCM and SPM and how to get access to MCM.

Google MCM

What is Google SPM?

Google SPM (Scaled Partner Management) lets publishers access Google Ad Exchange through a 3rd party advertising technology company or channel partner. By accessing Google Ad Exchange, publishers can connect with a larger pool of advertisers. This increases competition for the publisher’s ad inventory which in turn increases the publisher’s ad revenue.  

SPM will be deprecated starting July 2021 and replaced by Multiple Customer Management (MCM).

Google MCM Migration Timeline

Why is Google MCM program replacing Google SPM?

There were several issues with SPM:

  • Harder to add new features
  • Less functionality for managing publisher permissions
  • Less transparency for publishers
  • Less access to ad management features

SPM was developed when Ad Exchange and Ad Manager were different products. Google’s ad management products have since evolved. As a result, it has become difficult to maintain and update SPM with new features.

Google SPM (Scaled Partner Management) Google MCM (Multiple Customer Management) Replaced By Google MCM
Source: Google

MCM provides improved transparency and functionality for publishers and advertising technology companies. In addition, it will be native to Google Ad Manager (GAM) so users can access it with ease.

What is Google MCM?

Google MCM (Multiple Customer Management) is an Ad Manager 360 tool that allows publishers to access Google Ad Exchange through select 3rd party Google partners. These 3rd parties consult, represent, and manage networks or inventory on behalf of the publisher.

MCM is a feature that will only be available to Google partners that fulfill strict quality criteria. This includes the protection of represented inventory against ad fraud (including invalid traffic, click spam, and accidental and forced clicks) and a low number of account terminations. Publishers who want access to MCM can do so through a qualified Google MCM program partner like Snigel. Contact us here to get started.

There are two key roles in Google MCM: parent publisher and child publisher. “Parent publisher” refers to a 3rd party advertising technology company or channel partner who has direct access to Google Ad Exchange. “Child publisher” refers to an entity that gets access to Ad Exchange through the Parent Publisher.

MCM Delegation Types

There are two MCM delegation types or modes of use: Manage Account and Manage Inventory

MCM Manage Account Delegation

The MCM Manage Account delegation type grants parent publishers edit access to manage inventory directly in the child publisher account. The child publisher retains permissions and access to all settings.

MCM Manage Inventory Delegation

The MCM Manage Inventory delegation type grants parent publishers access to ad requests that the child publisher has sent to the parent account. This is a more limited level of access than the Manage Account Delegation.


Manage Account

Manage Inventory

Inventory access

Parent publishers get access to the child publisher’s account to help the child monetize their inventory.

Parent publishers have inventory passed to them by child publishers to monetize on the child's behalf.


A child publisher receives an invitation from a parent publisher.

A child publisher receives an invitation from a parent publisher.

Account access

The parent publisher has access to the child's account, except for billing information.

The parent publisher does not have access to the child's account.

Maximum Parent Publishers

1 Parent Publisher.

15 Parent Publishers.


The parent publisher manages all inventory in the child's account.

All settings can be found in the child's account. Managed inventory is limited to features available in the child’s account.

The parent publisher manages all delegated ad requests from within the parent's account.

All settings can be found in the parent account and the child publisher has no visibility of those settings.


Child publishers use their own Ad Manager tags.

Child publisher uses the parent publisher's Ad Manager.


Both Child and parent publishers receive payments.

Payments are made to the Parent Publisher.


EU User Consent Policy compliance

All MCM inventory must comply with Google’s EU User Consent Policy. The parent and child publisher must ensure that personalized ads are only served after a user provides consent. See our guide on serving ads without user consent here if you would like to recover revenue when user consent is missing. See our guide here on how to choose a CMP if you are not yet gathering user consent.

Why Use Google MCM Program?

  • Access to premium Google demand (via Google Ad Exchange/AdX)
  • Access to demand from other premium exchanges via Google Open Bidding
  • Access to Programmatic Direct deals (Preferred Deals and Programmatic Guaranteed)
  • Access to 3rd party ad management and optimization

Overall, this functionality helps publishers increase their ad revenue and save time by outsourcing all or part of their ad operations. Snigel received early access to MCM as part of the beta program. We’ve had some time to test out the new features and overall we’re pleased to say MCM is a strong improvement over SPM.

Google MCM Comparison Google SPM

Premium Exchanges via Open Bidding

Open Bidding is Google’s server-side header bidding solution. It lets more advertising demand partners bid on your inventory without the added latency of client-side header bidding. Open bidding is limited to Ad Manager 360. As a result, most publishers have not been able to access this powerful feature. Publishers can now access Google Open Bidding through an MCM partner like Snigel.

More Programmatic Deals

MCM makes Programmatic Guaranteed and Preferred Deals easy to manage. These high CPM tools deliver additional revenue to publishers.

Google MCM Program vs. AdSense

AdSense publishers that switch to MCM should notice a strong increase in ad revenue. You can find an estimate using Snigel’s AdSense revenue calculator here.

How can I access Google MCM Program?

As a Google MCM program partner, Snigel can invite publishers to MCM. Contact us here to start the process. We’d be happy to answer your questions and tell you more about how MCM could work for your website.

My partner can’t offer MCM

MCM partners have to meet strict new criteria for ad inventory quality. As a result, many monetization providers have not qualified. If your existing partner doesn’t have access to MCM you will need to find a new partner like Snigel. If you’re unsure whether your partner qualifies for MCM contact them immediately. If they are not qualified you will lose access to Google Ad Exchange in July 2021.

Snigel is an authorized MCM Partner!

As an approved Google Multiple Customer Manager (MCM) partner, Snigel can help you gain access to Google AdX.

How do I switch to MCM?

Every site added via MCM will need to be approved by Google. This can take approximately two weeks. As a result, it’s best to engage with your MCM partner well before July to make sure your site is migrated before the deadline.

How to update your GPT or video tags for MCM

Once MCM is enabled, your Google Publisher Tag should be updated to add the child network code to the child network’s ad unit in order to use inventory management. Use the tag generator or manually update the JavaScript.

GPT code sample:

  <script async src=""></script>
    window.googletag = window.googletag || {cmd: []};
    googletag.cmd.push(function() {
         .defineSlot('/1234567,1234/Travel', [300, 250], 'div-gpt-ad-1568729559138-0');
          [...]   } </script> </head>

Source: Google

The highlighted parameter, 1234, represents the network code for the child publisher. 1234567 represents the parent’s network code.

You must add the highlighted parameter to the .defineSlot() function. This will allow the child publisher network to be recognized and help creatives serve correctly when “Manage Inventory” is enabled. No changes to the line items or targeting are necessary.

Your MCM Questions

If you’d like to find out more about MCM contact us here. Our AdOps experts have in-depth knowledge of Google MCM and will be happy to respond to your questions.

About the Author

Ben Rycroft

Ben is Snigel's Head of Publisher Success. He works on business development and marketing - spreading the word about how Snigel can help publishers supercharge their ad revenue.


Let our team of experts assess how Snigel can increase your ad revenue.
We pride ourselves on creating meaningful relationships with our publishers, understanding their priorities and customizing our solutions to meet their unique needs.
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