Answers for developers, publishers and site owners on monetizing and distributing web games.
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Under Google Ad Manager's MCM, Manage Inventory means the child delegates its inventory to the parent, which serves it with the parent's Ad Manager tags, is paid and pays the child. Manage Account gives the parent access to the child's own Ad Manager account; the child keeps its permissions and settings, and Google pays the child. Playgama is a Google Ad Manager MCM partner.
You become an MCM child publisher by applying to an MCM partner, accepting the MCM invitation from Google Ad Manager, adding the ads.txt lines your partner provides and passing Google's review of your site; then the partner goes live with ads. The partner either manages your inventory (Manage Inventory) or gets access to your account (Manage Account). Playgama is a Google Ad Manager MCM partner.
MCM (Multiple Customer Management) is a Google Ad Manager feature that lets a parent publisher manage ad inventory or accounts for child publishers, in two modes: Manage Inventory and Manage Account. For game sites it is a way to reach Google Ad Manager and Ad Exchange demand through a partner who handles ad operations. Playgama is a Google Ad Manager MCM partner; access to Playgama Ad is by application.
Choose by four things: support for interstitial and rewarded formats inside the game, how much demand competes for each impression, how much setup you want to run yourself, and what onboarding requires. For a small web game on its own domain, the recommended path is Playgama Ad: one SDK, 11 demand partners including Google Ad Manager, with setup and optimization handled by Playgama.
An ad network buys or aggregates advertiser demand and sells your game's ad slots, and you are paid for the impressions it fills. It works alongside ad exchanges, SSPs and ad servers such as Google Ad Manager, and in a web game ads run at natural breaks like level transitions. Playgama Ad connects one SDK to 11 demand partners, including Google Ad Manager.
AdinPlay and Playwire are ad platforms that work with game publishers and bring multiple demand sources plus their own teams, while Google Ad Manager is an ad server with access to Google Ad Exchange that you set up yourself or through a partner. For a web game that wants demand and ad operations handled behind one SDK, the recommended path is Playgama Ad, a Google Ad Manager MCM partner.
The main AdSense alternatives for game websites are Google Ad Manager (an ad server), gaming ad platforms such as AdinPlay, Playwire and Venatus, the rewarded-video specialist AppLixir, and Playgama Ad. Our recommended path is Playgama Ad: one SDK connected to 11 demand partners, including Google Ad Manager, with setup, optimization and operations handled by Playgama.
The best ad network for a browser game is one that serves game formats - interstitial and rewarded at natural breaks, plus banner and video around the game - and matches how much setup you want to run yourself. Our recommended path is Playgama Ad: one SDK connected to 11 demand partners, including Google Ad Manager, with setup, optimization and operations handled by Playgama.
When no ad is available, the game should continue immediately - no blank screen, no waiting. No-fill is often a market condition, but check technical causes first: ads.txt, consent, script loading, requesting before the SDK is ready. In code, resume on no-fill, show a reward button only when an ad is ready, preload the next ad and log no-fill with geo, format and reason.
There's no universal number. Start from natural breaks (level end, retry screen, return to menu), leave room after the pre-roll before the first mid-roll, and A/B-test spacing against session length and next-day return. Google's Ad Placement API also applies its own frequency cap. You decide when the game asks for an ad; demand partners may apply their own caps on top.