What is Google SPM?
The Scaled Partner Management (SPM) program is a technique or method to access Ad Exchange for small publishers. It allows organizations that have their SPM account to offer other publishers access to Google Ad Exchange. If you don’t have a bevy of traffic with its complementary high number of advertising impressions, you can use larger accounts of Ad Exchange Publishers or channel partners. In a way, you are effectively improving the exposure of your inventory to premium demand and persuading the interest of advertisers in your inventory.
Under scaled partnerships, the Publisher’s inventory, better known as child publishers, can be entirely owned, and operated by the partner. Thus, the selection of a proven and proficient partner has a significant impact on inventory performance. Significant partners can implement an appropriate yield management strategy, support ad units on the website, monitor, adjust price rates, and guarantee compliance with the policy.
How does it work?
A child publisher who wants AdX access can use the account of a prominent Ad Exchange publisher, Parent publisher, or SPM partner and expose their ad inventories to a large pool of advertisers. With Scaled Partnerships, the ad inventories on the website can be operated or function entirely by the SPM partner.
How is inventory shared?
Once a child publisher completes the approval process, partners authorize them to run ads on their sites within the same account used for fully owned and operated inventory. In a way, partner’s inventory becomes part of your inventory. However, there’s a clear division between the two inventory types: one is owned and operated (O&O), and the other is represented. All ad exchange functionality is accessible for this specific inventory, incorporating estimated revenue for each child publisher and reporting.
However, there is a big switch happening; MCM (Multiple Customer Management) is replacing SPM. If you want to gain more insights about ‘What is Google MCM & SPM? & Why is MCM replacing SPM?’ You can click on the link and learn more!