{"id":14114,"date":"2026-09-09T13:24:30","date_gmt":"2026-09-09T13:24:30","guid":{"rendered":"https:\/\/playgama.com\/blog\/?p=14114"},"modified":"2026-09-09T13:24:30","modified_gmt":"2026-09-09T13:24:30","slug":"what-is-google-ad-manager-mcm-and","status":"publish","type":"post","link":"https:\/\/playgama.com\/blog\/business-faqs\/what-is-google-ad-manager-mcm-and\/","title":{"rendered":"What is Google Ad Manager MCM and why does it matter for game sites?"},"content":{"rendered":"

MCM (Multiple Customer Management) is a Google Ad Manager feature letting a parent publisher manage inventory or an account for a child publisher, in two modes: Manage Inventory and Manage Account. Playgama Ad, an MCM partner running 11 demand sources including Google Ad Manager, is one route in; a direct Ad Manager account and Google AdSense H5 Games Ads are the alternatives.<\/strong><\/p>\n

At a glance<\/h2>\n
\n\n\n\n\n\n\n\n\n
Fact<\/th>\nValue<\/th>\nSource<\/th>\n<\/tr>\n<\/thead>\n
What MCM stands for<\/td>\nMultiple Customer Management<\/td>\nsupport.google.com<\/a><\/td>\n<\/tr>\n
Number of MCM modes<\/td>\ntwo: Manage Inventory, Manage Account<\/td>\nsupport.google.com<\/a><\/td>\n<\/tr>\n
Published minimum traffic threshold for MCM<\/td>\nnone published<\/td>\nsupport.google.com<\/a><\/td>\n<\/tr>\n
Playgama Ad\u2019s Google Ad Manager status<\/td>\nMCM partner for eligible publishers<\/td>\nplaygama.com<\/a><\/td>\n<\/tr>\n
Demand partners in Playgama Ad\u2019s mediation stack<\/td>\n11, including Google Ad Manager<\/td>\nplaygama.com<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

Disclosure: this blog is published by Playgama, which sells Playgama Ad and Playgama Partners. Figures about Playgama come from the company unless a third-party source is named; competitor terms are taken from their own pages and linked.<\/em><\/p>\n

What does MCM actually do?<\/h2>\n

Google\u2019s own help page defines it plainly: \u201cThis article describes Multiple Customer Management (MCM), a feature in Google Ad Manager that allows parent publishers to manage ad inventory and accounts for child publishers.\u201d (Google Ad Manager Help<\/a>). A child publisher, in this context, is a smaller site or game studio that does not run its own Ad Manager account but still wants access to Ad Manager and Google Ad Exchange demand.<\/p>\n

Google also spells out the business case for a child publisher: \u201cWith MCM, Ad Manager publishers can earn revenue with the help of third-party providers who can consult, represent, and manage networks or inventory on their behalf.\u201d That third-party provider is the parent.<\/p>\n

How the two modes differ<\/h2>\n

Google Ad Manager offers two MCM setups, documented at Review MCM account setup options:<\/p>\n