After extensive research, I was able to compile a proper list of Google MCM partners to suit publishers’ needs. Over the years, I’ve tried many of these, so here’s what I’ve found to be the most reliable.
Google has approved many publishing partners to provide publishers with good service with ad products and has split partners into two levels:
- Google Certified Publishing Partners
- Premier Certified Publishing Partners
All these partners must prove their qualifications to become MCM partners and set analyses to stay current on Google’s latest services. They need to update their logs and annual reviews to keep the certificates.
The Google MCM (Multiple Customer Management) includes Open Bidding, Ad Manager, and Ad Manager 360. The good thing is that several AD management solutions aren’t GCPPs but are also suitable options to consider.
They can be ideal alternatives to monetizing your websites and apps; however, this post includes only qualified GAM partners eligible for access to ad inventories. In the past few months, Google has listed many GCPPs – here are some of the best Google AdX partners I have tried over the years:
The Top 12 Google MCM Partners For Publishers
1. Raptive
You’ve probably heard of Adthrive, as it was a famous ad management service and a premier Google Ad Manager partner. The same company that acted for both CafeMedia and AdThrive. Now, both brands are known as Raptive.
Although they added some new features, the operation remained the same. According to Raptive’s website, over 3,500 content creators use the platform.
Raptive offers the highest CPM rates in ad monetization – If you get web traffic in the US, Canada, Australia, etc., you might get up to $30 CPM rates.
How Can Publishers Join Raptive?
- A minimum of 100K monthly page hits on Google Analytics
- Most traffic should come from the USA, AUS, New Zealand, and the UK.
- High-quality content that’s helping the audience and advertisers
Raptive accepts a small percentage of applications, and some publishers stated that they were denied despite the high traffic. Thus, Raptive is ideal for bloggers who create long-form content.
Things to Know About Raptive:
If you are already monetizing a website with them, you don’t need 100K page views for other websites (only 30,000 monthly PV for others).
Raptive’s monetization program is perfect for content creators in niches like cooking, decorating, family, gardening, and hobbies (some digital marketers use Raptive to monetize their sites, but it’s rare).
People complain that ads slow down websites; every ad network can slow down your site. You can still optimize ads with script optimization strategies.
Raptive now offers smart loading and deferred ads, a combination of lazy and in-line loading. Publishers can run all kinds of ads with Raptive, including videos. (example ad here)
The dashboard lets you implement a customized, measurable approach with analytics, ad, and video content features. You can get a clear overview of ad revenue with Raptive and navigate it quickly because it’s split into sections.
For publishers, the first payment takes 45 days (get paid every 15 days with Net 45). The minimum payment threshold is $25, except for wire transfers. Payoneer, Wise, eCheck, and wire transfer are all supported.
In summary
Raptive is a popular option for most bloggers who wish to monetize their sites using practical methods – a Google Premier-certified publishing partner.
Raptive is a highly recommended Google Adx partner if you handle medium—to high-traffic niches like nutrition, planting, and other lifestyle blogs that want the right balance of ads and user experience with premium ad partners.
They offer improved RPM rates for specific traffic, such as the US, UK, AUS, NZ, etc. Unlike Adsense, Ezoic, Adnimation, etc., you can’t just join.
They have a rigorous approval process, and that’s my biggest complaint – you must have at least one blog receiving more than 100K visits monthly.
2. Mediavine
Mediavine is one of the best-known full-stack ad management providers. Over 10,000 sites, including NichePursuits.com, Apassionandapassport.com, and many others, use Mediavine to monetize their content.
I like Mediavine because it’s the same as Raptive, and the RPM rates are fair. They work with premium ad partners who pay high.
Mediavine is suitable for blogging in fashion, tourism, food, online marketing, DIY enthusiasts, and any lifestyle area, including finance and wellness. But websites need to meet these requirements to join Mediavine:
- Fifty thousand sessions in the last 30 days (Google Analytics).
- Having a good track record with Google AdSense. They’re a Premier Google Certified Publishing Partner, so their regulations are strict.
- Publishers need unique, compelling content that is long-form and relevant to their ad partners.
- No matter how popular your site is, Mediavine won’t approve it if it doesn’t have quality content.
You’ll get paid on Net65 terms with Mediavine. Payment methods include PayPal, ACH, and wire transfers. For PayPal, the minimum threshold is $25.
Let me explain the pros and cons from a former Mediavine publisher’s perspective.
Pros:
- Mediavine works with premium advertisers and partners.
- They use modern ad technology to deliver a compelling user experience and maximize ad revenue – uses in-process and LAZY loading techniques to load ads, which improves performance.
- Both CPM and ad revenue are impressive compared to most other networks. They provide better earnings than other platforms for most bloggers, and more ads usually mean more revenue.
- With Mediavine, you get paid 65 days after the end of the month. The process is long, but you can choose from plenty of payment methods and have a reasonable minimum threshold.
Cons:
- Ezoic is overstuffed with features, but Mediavine is overfilled with SEO or blogging tips. I like Mediavine for monetization, but not for SEO.
- Overusing them will ruin the user experience on your blog. Mediavine ads include the Mediavine logo, and their ads need some room to show, so visitors see a lot of white space if they are not fully loaded.
- Publishers must sign the contract online and need to tell Mediavine a month before they want to leave.
- After onboarding, you have 90 days to keep Mediavine’s standard ads; you can’t guarantee they’ll work with you.
- You must have 50K sessions in the last 30 days – Approval takes a while, and you need a mobile-friendly site.
Mediavine has other pros and cons, but it is a good ad management tool for PRO content creators. They’re one of Google’s premium MCM partners.
3. Ezoic
Among all the ad revenue optimization platforms on this list, Ezoic is probably the most popular Google Ad Manager partner—a good ad network for small and average-sized publishers.
You’ll find some good and bad things; I’m not too fond of Ezoic because of the excessive ad slots and overkill features.
Thewindowsclub.com, Seochatter.com, Askdavetaylor.com, and over 15,000 other websites have chosen Ezoic as their monetization solution.
Ezoic has a 30-day net pay schedule (June’s revenue is paid in July). Payoneer and PayPal are the payment options, and the minimum payout is $20.
Publisher Requirements:
With Ezioic, you can join in two ways: Access Now or Levels.
- Ezoic Access now: designed for small publishers that receive fewer than 10,000 monthly visitors. Publishers don’t have to worry about pageview limits; they can get ads from Google Ad Manager (support is only available through the Ezoic user forum).
- Levels: For publishers with over 10,000 visitors per month, you can go from level 1 to level 5. The premium features are only available to publishers with over 50k monthly visits, plus premium ad partners.
You can get in with Ezoic even if you’re in a niche like crypto with quality content. There is no need to use only crypto ad networks because, unlike others, Ezoic accepts all types of niches.
Ad Management
Ezoic’s integration isn’t as good as others; publishers need to connect via NS to use Ezoic for optimal performance. (Change of DNS isn’t my thing).
There are two other ways. First, using Cloudflare integration is manageable but tricky. Second, use the Ezoic WP plugin, but it’s a little bloated.
Typically, Ezoic offers better earnings than AdSense and other single ad networks. They’ve got plenty of header bidding partners, but the problem is that they’ll show many ads.
You’ll get a bad UX, and Ezoic ads display an Ezoic logo, which isn’t suitable for a better user experience. Visit a website that uses Ezoic to see what I mean.
Ezoic CDN offers decent TTFB, but its Leap app is messy, and users can easily make mistakes. The Flickify app is also buggy. It converts articles into videos and shows ads inside. It can, however, distract readers.
I like big data analytics, one of Ezoic’s features. It’s one of the most potent and valuable data analysis tools among MCM Partners.
They’ve got some fantastic features, like big data analytics, but most others, including NicheIQ, GateKeeper, and Leap, are pointless or buggy.
Ezoic is a 50/50 ad platform, which means it has both pros and cons equally. Ezoic would like to introduce itself as a publisher optimization service rather than an ad management company.
Still, it is a good option for small-medium publishers because Ezoic provides a premium service without PV limits and offers features like header bidding, AdSense mediation, direct ad orders, and other AI-based services.
4. Setupad
Setupad is an ad revenue optimization platform that allows publishers to increase their ad revenue through programmatic monetization. Setupad has become a certified Google publishing partner, listed on the official website.
If you have good traffic, you can try a programmatic ad platform. I suggest Setupad to large and medium sites as a complete monetization tool.
With SetupAd’s easy-to-use interface, you can easily monitor and optimize ad performance. Many popular websites, like Ezgif.com and Ascii-code.com, use SetupAd to monetize their traffic.
SetupAd examples:
SetupAd’s official website states that they’re looking for websites with around 100K monthly visitors.
Despite this, some publishers have admitted that they have accepted traffic with over 50K monthly hits—especially from US and UK traffic. Try SetupAd if you have a quality site, even with fewer than 100,000 visitors.
Getting Paid On SetupAd:
- Setupad pays publishers in EUR or USD.
- Payments are made after 60 days.
- Publishers have to reach a total of 100 euros to get paid.
- Accepted payment methods: Wire, Payoneer, Wise, Revolut, or Paysera.
There will be a delay in receiving your first payment. SetupAd doesn’t just show ads from one ad network; earnings come from several. That’s all SetupAd’s pros, but what’s the con? Here’s what I don’t like about SetupAd:
Setupad’s Cons:
- Ads limitations: To set up new ads, you have to contact an account manager. I don’t like this approach to setting up new ad units.
- Getting paid isn’t definitive: With SetupAd, you’ll be paid after 60 days. It is long, but this is common among ad networks.
- Slow Ads: SetupAd’s ad serving isn’t as good as Monumetric, Mediavine, etc. You’ll feel the site’s performance slipping. Use SetupAd with Litespeed for hosting to prevent speed issues.
- Less elegant: SetupAd’s tech is less advanced than Playwire, Mediavine, etc. Setting up every banner will prevent you from running tests.
- Agreement: Publishers have to sign an agreement before they can use SetupAd. Before you leave, tell them a few days in advance.
- Often out of reach: Your site needs at least 75K to 100K monthly visitors. Many other ad networks have fewer requirements.
To be honest, SetupAd is sluggish; it doesn’t have auto-ads, which makes optimizing it difficult. Other ad networks let you integrate the ads with a single tag or a plugin – use a better cache plugin with this platform.
Google Ad Manager partners like Playwire, Raptive, Monumetric, etc., can provide more innovative solutions than SetupAd. Still, SetupAd requires manual integration of every ad, and you have to contact them for changes.
However, SetupAD is suitable for reputable, medium, and high-traffic websites – not the most innovative solution, but it’s effective.
5. Playwire
Playwire is another platform that helps publishers optimize their ad revenue, mainly targeting entertainment and gaming content creators.
In addition to Google, Playwire has several header bidding partners to improve revenue with banners – videos – native ads at competitive CPM rates.
Playwire has different revenue share models. Publishers get 50% of direct ad revenue and 70% of indirect profits. They are paid 60 days after the end of the month – All payouts are in USD, and the lowest payout is $100.
Are you eligible to join Playwire?
Yes, if you meet these criteria:
- A solid website with a niche that makes it worthwhile for Playwire advertisers. Be creative and unique with your content.
- At least 50,000 monthly page views in English-speaking countries.
- Playwire is a certified partner with Google and other ad networks, so your domains should not be penalized.
Moreover, if your site has impressive traffic percentages from the UK, US, and other parts of the world, they’ll consider you. Don’t forget to use a reliable WP CDN service.
Playwire monetizes websites like Raider.io and Manta.com. Display, native, and custom ads are all available on Playwire, which contains a video player that expands CPMs with video ads but can distract visitors.
They have a consent management tool to comply with the CCPA and GDPR. The ad quality/safety feature protects your brand from unsafe ads.
In a nutshell,
Playwire is a fine ad optimization platform and a certified MCM partner for medium and large content creators. They’re also good at niches like gaming, entertainment, and lifestyle content – offers access to the latest ad management tools, but publishers must meet specific criteria.
6. Publift
I haven’t tried Publift, but I hear good and bad things. Their stature as a Google MCM partner (GCPP) is solid. It follows the same approach as AdPushup, and this is a full-stack management service you can’t use with other platforms.
Publishers will get a rep and need to sign a contract. You are, however, free to leave at any time. Publift has lots of header bidding partners, like AppNexus, TripleLift, Nobid, and more.
What are Publift’s requirements?
Publift chooses publishers in two ways:
- Publishers with a monthly revenue exceeding $2,000 or more in the previous months are eligible for the Publift monetization program.
- You can also join Publift based on your monthly page views. Publift ASK 500,000 page views or more a month.
Most of the time, they approve traffic from around the world. Websites like Studyrankers.com and Ozbargain.com.au use Publift to manage their ads.
Here are a few facts about Publift:
- Getting accepted can take a week or more.
- Net30 pays publishers after 30 days if they make $100 or more. Bank transfer is the only payment method.
- With Publift’s stats page, you get all the needed statistics.
- In addition to native and display ads, Publift offers video monetization.
It’s hard to get in if you don’t have $2,000 in recent monthly earnings or more than 500k monthly PV. That is too high, as more Google AdX partners accept fewer requirements and do a better job than Publift.
Publift suits big sites because its entry criteria are unsuitable for small or medium-sized sites. Some publishers complain that Publift’s CPMs aren’t as good as Raptive’s or Setupad’s. Unlike Ezoic, Publift’s ad optimization focuses on speed and UX, so it’s ideal for ad optimization.
7. Ad.Plus
Ad.Plus is a growing ad network, and I have recently noticed that they have been approved as a Google Publishing Partner.
This company is a monetization solution for web and app publishers with display and video advertising solutions.
Unlike Ezoic and Mediavine, it’s not very comprehensive. I like this because we need a monetization method, not a bloated ad-management system.
How to become an AdPlus publisher?
You’ll need these:
The site must have at least 100,000 page views per month, and most of the time, it does not matter what traffic regions or niches the site or app targets.
However, publishers can’t use mixed, nude, or offensive content. In addition, you should have done better with Google ad products in the past.
- Ad.Plus pays on a net 45-day cycle
- Minimum payment of $100 for PayPal
Most Ad.plus ads come from Google Ad Exchange, direct auctions, and private auctions. Because of this, CPM rates aren’t very competitive when compared to platforms that support header bidding, such as Raptive, SetupAD, etc.
8. OptAd360
Optad360 is a solid monetization service and a premier partner with Google MCM. However, because of its strict requirements, it isn’t for everybody. In addition to GAM, Optad360 has many header bidding partners.
Besides monetizing websites, their services extend to monetizing mobile apps with several ad formats, like banners, full-screen ads, and videos.
Requirements & Payments:
Optad360 won’t consider low-traffic publishers. When your site gets over 50,000 monthly page hits, you can try them out. Publishers can use them on websites and apps in multiple languages.
Most ad networks only support a few, but OptAd360 supports more. They’ll contact you for the site details and analytics data if you meet the minimum criteria. Everything looks good, so you’ll be accepted.
OptAd360 offers multiple payment options, including PayPal, Payoneer, and wire transfers. $100 is the lowest payout threshold, and the cycle is 30 days.
Pros/Cons
OptAd360 has one-tag monetization, so you can easily set up – also available with more than a hundred ad exchanges. The technology includes ad rotation tools that adjust the ad cycle and load ads based on changing conditions.
However, it doesn’t always fill ad slots, ads take a long time to load, and ads can be oversized on your site. OptAd360 has modest CPM rates compared to top competitors like Raptive, Mediavine, etc.
This is a decent ad revenue platform for mobile and web publishers – an official MCM ad partner, but its earning potential isn’t as great as the top ones.
9. Clickio
Clickio is a programmatic monetization platform based in the UK – company is listed as a Google MCM partner and targets UK, US, and EU publishers.
Publishers can use its functionality to optimize the website and app, including audience insights, privacy settings, and optimization.
And some cool features help you earn more with a decent user experience. However, publishers cannot use other ad networks when using Clickio.
This platform offers a variety of ADS, sizes, and pricing options. Ads are placed based on machine learning data for page structure.
The ad layouts change depending on the internet connection (3G, LTE, or Fiber)—a slow connection displays a few, but a fast connection shows multiple ads.
Analytics lets you track your website’s progress and income, user behavior across devices, systems, and GEO, and gain better insight into the data.
Requirements & Payments:
Publishers can sign up with Clickio using earlier ad revenue or traffic conditions. Sites that earn over $500 monthly from reputable ad networks are eligible.
According to Clickio, the traffic requirements differ from country to country. They’ll accept quality sites from Europe, North America, and A-list countries with over 100K PV. For other publishers, it’s usually more than 300K MPV.
Publishers get paid after 60 days with Clickio, which means you’ll get paid for February at the end of April. Regarding payment options, the thresholds are $100 for wire, $100 for PayPal/Payoneer, and $10 for Webmoney.
Pros/Cons
Clickio has over 50 header bidding partners besides Google – offers tag monetization (place one ad code, and Clickio will display ads where they’re most effective), and accepts all primary payment methods.
Clickio allows users to connect to their AdSense account and continue to receive AdSense payments from Google. However, Clickio publisher criteria vary by country and are not accessible to small publishers.
If your site does not generate $500 monthly within three months, they’ll stop serving ads. Also, ad rates can be lower than those of the top MCM partners.
Compared to others, Clickio has multiple rules regarding criteria and ad serving (some features are unnecessary).
I like Clickio’s features, but I don’t like the limitations because there are better alternatives. For US, UK, and European publishers, Clickio can be a good fit.
10. Snigel
Based in Ireland, Snigel is a platform that offers premium revenue optimization solutions for publishers and is a fully integrated ad management firm.
Sites like Devicetests and Askmefast.com monetize with Snigel. They can access premium ad inventory through Google MCM.
Criteria & Payments:
- To get on their list, publishers must have high-quality content and traffic.
- You must receive at least 100K monthly visitors, or $50 per day in revenue.
- NET 30 is Snigel’s payment schedule, and wire transfer is the payment method. (no minimum amount in EUR or USD).
Aside from being a Google-authorized partner, Snigel also has partnerships with over 30 different SSPs worldwide. Although I’m not a fan of how they load their ads, it takes a little while and takes up a lot of space.
Provides multiple optimization features, including automatic bidder optimization – real-time adblocker revenue recovery – security features like malware detection and bot protection.
You don’t have to sign a contract; Snigel only accepts publishers with high traffic and authentic content (support mobile apps). Suppose you want a different Google Ad Manager partner for the app or website – in that case, Snigel may be what you want because it offers multiple optimizations.
11. Waytogrow
Waytogrow is an ad management platform based in Europe – also one of the fine Google-certified publishing partners and works with many other bidding partners. However, I think the requirements are inflexible.
Waytogrow header bidding works the same way as other ad management services. However, it is less elegant than the other Google Ad Manager partners because most steps must be done manually.
Waytogrow has video ads and other ad units. Here is an example:
Criteria & Payments:
- Publishers need at least 100,000 monthly page views
- Waytogrow usually takes a couple of days to get approval from Google’s MCM program and other advertising partners.
- They pay by wire transfer in EUR or USD every 45 days, with a minimum threshold of €100.
Waytogrow is a solid ad management service for premium publishers – still, it doesn’t use the same technology as Mediavine, Ezoic, etc., and each of its settings requires many manual steps.
Waytogrow uses some Asian websites, which is not ideal for Asian publishers. As far as I know, most of their publishers are in Europe – means they’re compatible with EU, AUS, and US traffic.
12. Adnimation
Adnimation is a certified MCM partner that offers publishers a variety of monetizing options, whether that’s websites, mobile apps, or OTT services. Adnimation header bidding partners include Outbrain, GumGum, etc.
Here’s an Adnimation ad example:
If you’re a website publisher, you have two options:
- You can go with Adnimation’s fully managed monetization.
- Adnimation’s Monetization Accelerator Program (no pageview minimum requirement)
Publishers get paid directly to your bank with Adnimation. The payment term is net 35 days, which means 35 days following the end of the month. The minimum threshold, however, isn’t fair because it is $400, which is too high.
Fully Managed Monetization
This program gives publishers FULL monetization options, including native, video, and display ads, with an advanced header bidding setup.
It’s aimed at medium/high publishers and offers personalized service through digital tools and personal attention; publishers must have at least 100K monthly PV with top-tier traffic.
Monetization Accelerator Program
MAP monetization is designed for small and medium publishers who like to make decisions and do things their way. You can even monetize documentation websites if they have good traffic.
The process is quick if you’ve got a decent website but don’t have enough traffic to join a full-stack ad management service; this solution lets you choose ad units and insert the codes.
MAP publishers must manage the configuration process, which is the primary difference between their full-stack solutions.
Support is also limited, and response times are slow. One of the biggest cons of this program is that the minimum payment threshold is $400.
It feels scammy because small publishers may leave before they reach the threshold. For some publishers, this is a pretty high threshold. Even on premium ad management platforms like Mediavine, the bare minimum is $25.
Adnimation is an easy way to monetize your website with premium ad partners; they’re a certified Google publishing partner and accept publishers in two ways: with or without a minimum of traffic.
I think their notable downside is the threshold. It’s hard to archive publishers with small traffic, and they don’t offer extra payout options.
Conclusion
I have listed over 12 Google MCM partners in this article, but that doesn’t mean you should only look at GCPPs.
Google’s website has listed over 60 Google Certified Publishing Partners. The service, however, is available to more global AdX partners.
Here’s a quick rundown of other Ad Manager partners:
- AdPushup: Premium monetization solution for big publishers – many features are included in their suite of services, such as header bidding, video ads, A/B tests, dynamic ads, and AI-powered features.
- Freestar: premium Google Ad Manager partner for enterprise publishers.
- SHE Media: Ad management network that specializes in content-based advertising for women.
- Oraki: Ad Manager 360 partner for premium publishers.
- Yieldbird: A Polish ADM company that caters to large publishers.
- Engine Media: Good for esports, updates, and video games.
- Digo: An ideal monetization solution for US traffic and Latinos.
- Newor Media: Certified Google ad exchange partner for medium publishers – However, you will need significant U.S. monthly PV.
There are countless reseller partners, including some famous ones. I wish I could list all of them in this article, but I can’t because this is already too long. Aside from these, there are tons of other ad networks.
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