Effective July 1, 2021 - Google is shifting how they connect ads to their ad framework. They’ve created Multiple Customer Management (aka MCM), which links all of a publisher’s Google Ad history into a single account. Instead of an AdSense account, a YouTube account, SPM approvals and a Google Ad Manager account.
The biggest difference is that all publishers have to connect to the providers they work with through MCM in order to keep being monetized fully with them. Not just at the site level (like DoubleClick/AdX/SPM), but at an account level as well.
Getting Started
Until an account and site is approved through MCM, we cannot monetize at all. Think of it like a tap - until it’s unlocked, we can’t turn the tap on. Every publisher, and each site with SHE (and any other Google partnership) must be approved first.
So if you’re trying to transfer over from another network to ours and don’t want to lose your revenue at all - you will need to complete several steps first.
- Payment. We need you to enter your payment/tax information. (We use your Payee name for the MCM process)
- Connect your Google Acct for MCM Account approval. This step can take anywhere from 24 hours to a week. If you know you’re in good standing with Google, this part will move quickly. But if you’ve had multiple Google ad product accounts and know it’s a little complicated, give yourself more time.
- Ads.txt - you don’t need to install all our ads. Just put our ads.txt lines up early. We check for them in order to make sure you’re ready to submit for site approval. Google checks for them to verify that we have a relationship and that you’re running our ads. (More ads.txt lines will not affect your current ads. Only if you remove their ads.txt too early. It’s okay to have a really long ads.txt file for a little while)
- MCM Site Approval - Google reviews every site for readiness. If you were in good standing with AdSense or have been approved for SPM, odds are this will go quickly. If you aren’t or haven’t, this can take up to two weeks depending on whether or not your site needs manual review.
Important - if you get any kind of disapproval from Google, it doesn’t necessarily mean that this is the end. We will continue to ask google for more clarity, what we can do until we’re out of answers.
Starting - In the Dashboard
- Fill in the Payment Step. We need your payee name in order to send you the MCM invitation.
- Figure out what email address we should send the MCM invitation to. This needs to be an email that you used with a Google Ad product (AdSense, YouTube, Google Ad Manager). If you have multiple email addresses that you’ve used, or would like to use a different email - please refer to the note below.
Note: Google tries to compare addresses, phone numbers and email addresses to link them together in this process. If you have multiple AdSense accounts that are open - this can be a problem. Please try to close out all but one. If you have YouTube monetized under another email address from your AdSense, please make sure you add the email you’d like to use with MCM with each account as an admin.
If you want to use a different email, simply add it to your existing Google Ad product accounts as an admin.
- If you had Google Ad Manager to manage ads on your site, please give us your Network Code. You can find that by logging in and sharing the number at the upper left of the screen. This is optional, so if you aren’t sure if it’s the right number - leave this field blank
- Submit your MCM invitation information
SHE will send you an invitation through Google Ad Manager shortly after you submit your information, that will ask for permission for PMC (our parent company, Penske Media Corporation) to manage your ad inventory. There will be a link in the email (View Request) that will take you to Google Ad Manager and walk you through the process of creating a payee account (by creating an AdSense account or linking your existing AdSense account), and then submitting your Google Ad Manager account for Google to evaluate.
Important - if you have a Google Ad Manager account and linked it, you will want to login to Google Ad Manager. Go to Admin >> Multiple Customer Management. You should see our invite listed, click on PMC and it'll take you to the invite to fill out.
If you get any errors, please take a screenshot and reach out to support@shemedia.com so that we can open a ticket with Google to try to resolve this.
What’s Next?
Once you’ve submitted your MCM application, Google will evaluate your user account. They’ll be looking for any past policy blocks, multiple accounts. SHE cannot speed up the amount of time this evaluation takes - it’s entirely up to Google.
If your account has already gone through MCM with another network/provider, it’s likely this step will go very quickly. If not, it can take approximately 3 days.
You will get an email that tells you that your account was approved and is connected to PMC. You will also get a series of emails welcoming you to Google Ad Manager, that aren’t tied to SHE or PMC at all - they’re for creating your GAM account.
If your user account is not approved, you’ll receive an email that says you were disapproved and might give you the reason why. If there’s no reason given, don’t worry - our team will get a notification and we’ll reach out to Google to see what we can do.
If your user account is approved, we’ll automatically help you with the next step - we’ll submit your site to Google for evaluation. If your site was ever evaluated in the past for AdX/Google Doubleclick, this might not take very long. But it can take anywhere from hours to 14 days. It’s all based on Google’s timeframe and what they find with your site.
However, Google will be looking for one very particular thing - their ads.txt line for SHE.
So we ask that you get our ads.txt file up as soon as you can. Otherwise it can delay your site being evaluated.
For Existing SHE Publishers (joined prior to Feb 2022)
If you have not completed this process, then you have not been monetizing since the cutoff on February 1, 2022. You will need to begin this process immediately to begin monetizing.
You will not need to update or change your code at all. Any and all changes occur behind the scenes.
Starting - In the Dashboard
- The Payee step should be checked as complete. If for any reason it isn’t, contact support@shemedia.com or your account manager and we’ll make sure you’re set. (Odds are the part where your payment information is stored isn’t connected. We’ll just have to do that, and it won’t take our team very long)
- Figure out what email address we should send the MCM invitation to. This needs to be any email that you used with a Google Ad product (AdSense, YouTube, Google Ad Manager). If you have multiple email addresses that you’ve used, or would like to use a different email - please refer to the note below.
Note: Google tries to compare addresses, phone numbers and email addresses to link them together in this process. If you have multiple AdSense accounts that are open - this can be a problem. Please try to close out all but one. If you have YouTube monetized under another email address from your AdSense, please make sure you add the email you’d like to use with MCM with each account as an admin.
If you would prefer to use a different email address than what your AdSense or Google Ad Manager accounts have linked to them, then you need to add that email address with an administrator role first.
- If you had Google Ad Manager to manage ads on your site, please give us your Network Code. You can find that by logging in and sharing the number at the upper left of the screen.
- Submit your MCM invitation information
SHE will send you an invitation through Google Ad Manager shortly after you submit your information, that will ask for permission from PMC (our parent company, Penske Media Corporation) to manage your ad inventory. There will be a link in the email that will take you to Google Ad Manager and walk you through the process of creating a payee account (by creating an AdSense account or linking your existing AdSense account), and then submitting your Google Ad Manager account for Google to evaluate.
If you get any errors, please take a screenshot and reach out to support@shemedia.com so that we can open a ticket with Google to try to resolve this.
What’s Next?
Once you’ve submitted your MCM application, Google will evaluate your user account. They’ll be looking for any past policy blocks, multiple accounts. SHE cannot speed up the amount of time this evaluation takes - it’s entirely up to Google.
If your account has already gone through MCM with another network/provider, it’s likely this step will go very quickly. If not, it can take approximately 3 days.
You will get an email that tells you that your account was approved and is connected to PMC. You will also get a series of emails welcoming you to Google Ad Manager, that aren’t tied to SHE or PMC at all - they’re for creating your GAM account.
If your user account is not approved, you’ll receive an email that says you were disapproved and might give you the reason why. If there’s no reason given, don’t worry - our team will get a notification and we’ll reach out to Google to see what we can do.
When your user account is approved, we’ll automatically help you with the next step - we’ll submit your site to Google for evaluation. If your site was ever evaluated in the past for AdX/Google Doubleclick, this might not take very long. But it can take anywhere from hours to 14 days. It’s all based on Google’s timeframe and what they find with your site.
However, Google will be looking for one very particular thing - their ads.txt line for SHE.
So we ask that you get our ads.txt file up as soon as you can. Otherwise it can delay your site being evaluated.
Once everything is set, we’ll connect your new MCM ID to your ad code behind the scenes. You won’t need to make any changes at all.
You may receive emails from AdSense and Google Ad Manager, but none of them will directly impact your ads with us.
If you login to your Google Ad Manager, you will be able to see that you’re connected to PMC. Do not disconnect this - it’s a vital part of being able to run our ads. If you disconnect it, our ads will stop serving, and you will need to start the MCM process over from the beginning.
(If you ever wish to change monetizing with SHE, please reach out to support@shemedia.com so that you can speak with a SHE Publishing Team member, and we can discuss your contract dates and what options you have. Disconnecting in MCM and dropping our ads without notice can result in SHE retaining whatever outstanding revenue you have - so please, if you’re running into any issues or have concerns, just email us and we’ll be here to listen)
See: Important Things to Remember
Important Things to Remember
URL Changes / Rebrands
If you change your URL and rebrand your site - we will need to open a new site profile for you in our dashboard, and submit that new URL to MCM for them to evaluate (because to the internet, it’s a new domain). All that will apply is the ads.txt and site approval sections. You will not need an invitation.
Adding more sites to your SHE Media Account.
Each additional site will need to complete the site approval portion of MCM onboarding. You will never need to go through the user account approval again - unless you’ve left our network and want to come back.
This affects the entire industry
This isn’t just SHE Media, but all our competitors as well. If they use Google as part of their framework, they will need to use this process as well.
You can start this before you’re ready to implement our ads
We would rather you start this while you still have time on your contract with another network in order to make a seamless transition. Otherwise, you risk having several days of not being monetized at all.
So while we do ask for exclusive placement of our ads - we are more than understanding that this takes time. We don’t want you to have a lapse in monetization, so even if you’re on the fence or want to plan out your implementation, please let us help you get started with this process.
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