Understanding Google’s Transition from SPM to MCM

Understanding Google’s Transition from SPM to MCM

Google is migrating from Scaled Partner Management (SPM) to Multiple Customer Management (MCM). Here’s what you need to know.

Why the change?

MCM will allow data to be transferred and available to publishers, leading to greater transparency and more useful and immediate reporting. Publishers will also have more control both over which parts of their inventory are to be managed by their network partners, as well as being able to use multiple partners at the same time. Moving to this setup also has significant data privacy and security advantages.

Google normally refers to the relationship as a parent/child relationship, with the managing networks being the parents and the individual publishers being children.

Do I need to become an MCM?

If you’re currently using SPM, or if you want to start managing the inventory of a site that you do not own or operate, you must use MCM. If you have one site that you are managing in Ad Manager and want to add a second domain that you own and operate, MCM will not apply.

Both the parent and their child(ren) must have an Ad Manager account, though it is not essential for the child to run any orders in their own account; if they wish, it can be handled in entirety by the parent.

Accounts must be in good standing, and the parents and children need a contractual relationship giving parents access to the child’s inventory.

What can I do with MCM?

MCM allows you to display ads on inventory that you have been granted access to by your children. The parent can create orders and line items within their own Ad Manager account and target them to their own inventory, a child’s inventory, multiple children’s inventory or any combination.

What’s the timeline for changes?

The first key date is June 30, 2021, by which date all SPMs that are eligible for MCM should ensure they have completed all contractual requirements. Contact your account manager if you haven’t already started this process.

In terms of the actual transition from SPM to MCM, that will depend on whether your children are connected to you via Linked Accounts.

If they are not connected to you in this way, then you may not add any new SPM children after July 1, 2021, and SPM will be turned off on September 30, 2021. Any inventory not associated via MCM will have ad serving stopped on October 1, 2021.

If you have children that are connected to your account via Linked Accounts, then you have a little more time to make the transition. You may not add any new children via SPM after August 1, 2021, and SPM will be turned off on January 31, 2022, with ads ceasing to serve by February 1, 2022.


Industry changes can always be challenging, we hope to have helped you to understand the SPM to MCM transition, but if your goal is to become an Ad Ops specialist, you have to get into PubGuru University. Over there, you can learn from experts how to master your ad inventory. Subscribe today!

Kean Graham

CEO and Founder at MonetizeMore

Kean is the resident expert in Ad Optimization covering areas like AdSense Optimization, DFP Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.

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