CafeMedia is proud to help Google launch MCM

There is a new digital advertising acronym in the mix, MCM — Multiple Customer Management.

What is Multiple Customer Management (MCM)?

As a Google Certified Publishing Partner (another acronym for you — GCPP), we work closely with Google to make sure our publishers’ ads are up to date with current and future policies. Being a GCPP means our ad optimization, policies, financials, business practices, and ad layouts are Google-approved. 

It also means that every publisher we approve to work with CafeMedia must be approved to work with Google.

Now, Google is replacing the existing way of approving publishers with a new and more robust method, MCM. 

MCM helps reduce fraud in digital advertising and increase advertiser trust

As part of a push to further reduce fraud in the digital advertising ecosystem, MCM helps Google know more about the publishers they work with, often via a third-party ad manager like CafeMedia or other GCPPs. 

With MCM, Google can vet publishers more directly to make sure there aren’t any bad actors misrepresenting the value of their traffic or ad inventory and defrauding advertisers.

It’s a much-needed release that supports other recent initiatives to reduce fraud, like ads.txt and Sellers.json, and protect advertisers and publishers alike.

At CafeMedia, we already take great measures to ensure that the publishers we work with produce high-quality, original, brand-safe content that advertisers feel confident about placing their ads next to. So we’re highly supportive of these efforts to make the ecosystem better. 

The added level of protection that MCM brings will help make sure other GCPPs start enforcing policies that look a bit more like the ones we already have in place, increasing advertisers’ trust and spending.

CafeMedia publishers will be among the first to start using MCM

This year, Google is requiring all publishers they work with to migrate to MCM.

We’ve been working closely with Google for the past year and a half to help shape and ease the process of moving to the new MCM system.

CafeMedia publishers will be among the first to start using MCM, and we’re excited and ready to help.

What does MCM mean for publishers in the CafeMedia network?

Getting an account set up with MCM will require a little bit of activity for publishers, but our dedicated support team will ensure everything goes smoothly.

Google plans to sunset their current system for managing publishers this summer, so we’ll reach out to all CafeMedia publishers to get set up with MCM over the next few months. 

When the time comes, we’ll send an invitation via Google Ad Manager to allow us to manage each publisher’s ads through MCM. We will also provide some simple instructions on setting up or connecting a Google Ad Manager account.

For most publishers, this should be a quick and painless process. But it has the potential to get a little tricky if a publisher has another Google Ad Manager account, because duplicate accounts are not allowed. For these cases, we helped Google establish a process to locate and connect these existing accounts.

The good news is that once a publisher is set up with MCM, they can feel confident that: 

• They are meeting Google requirements
• They are earning top dollar as CafeMedia manages and optimizes their ads (absolutely nothing will change with the ads or our service )
• Each publisher is doing their part to help reduce fraud in the industry

I’m not with CafeMedia — what do I need to do for MCM?

It’s critical that publishers work with a Google Certified Publishing Partner to help navigate things like MCM and other transparency measures. We all have to do our part to make sure digital advertising stays healthy and thriving.

Interested in learning more about how CafeMedia supports publishers? Reach out to publishers@cafemedia.com.