Google AdX · MCM · Indian publishers
AdX demand for your site, without the sales pitch
Most publishers who ask about AdX have already been promised a guaranteed approval by someone. Google decides approvals — nobody else can. What I do is screen your site honestly, get the MCM invite sent, and report what your inventory actually earns. Google MCM (Multiple Customer Management) is the Google Ad Manager feature that lets an approved partner manage a publisher's ad inventory, or its whole Ad Manager account, and bring it Google Ad Exchange (AdX) demand.
60 seconds, 9 questions, no signup. If your site isn't a fit, it says so.
How it works
AdX isn't something you apply for directly unless you're a very large publisher. Access runs through Google's MCM feature, where an approved parent publisher represents your inventory. I handle that relationship so you don't have to build it yourself.
Site review
Content, traffic sources, ads.txt, policy pages. I tell you upfront if it won't pass — before anyone's time is spent.
MCM invite
Sent to your Ad Manager, AdSense or AdMob account. Manage Inventory delegation — I never ask for account access.
Google's review
Google runs its own policy compliance check. Usually 1–2 weeks. This step is theirs, not mine.
Live, then monitored
Tags go up, ads.txt lines added. Monthly reporting per site — impressions, eCPM, fill rate.
What I don't do
This list matters more than the feature list. Every item here is something you'll be offered elsewhere in this market.
- ✕ Guarantee approval Google runs the policy check and Google decides. Anyone promising a guaranteed or instant approval is either not telling you the truth or planning to route your site in a way that gets it terminated later.
- ✕ Charge anything upfront No setup fee, no application fee, no "priority processing". I earn only from a share of what your inventory actually makes.
- ✕ Ask for account access Manage Inventory delegation only. I see the ad units you delegate — not your account, not your other revenue, not your settings.
- ✕ Lock you in No minimum term. Pull the tags whenever you want. Keep AdSense running alongside if you prefer — most publishers do for the first month.
- ✕ Take sites I know will fail Gambling, adult, piracy, scraped content, purchased traffic — these don't pass, and pushing them through puts every other publisher on the same parent account at risk.
If your traffic is mostly Indian, the shortlist is different from the one you'll find on US blogs — which partners actually take Indian publishers, measured from their own files.
Who actually represents your inventory
I'm not a Google Certified Publishing Partner and I don't claim to be one. Nobody reselling AdX access to a mid-sized Indian site is — and if someone tells you they are, ask them for their listing on Google's Certified Publishing Partner directory.
Here's the actual structure. Your inventory is represented through an established MCM parent network that holds Google Ad Manager 360 access. I bring publishers onto that network, handle the screening and setup, and manage the relationship with you. The parent handles the Google side.
I work with more than one parent network, so if one isn't the right fit for your content category or geography, there's another option.
This matters most when something goes wrong. Every parent network has its own risk appetite — one may decline a site category that another accepts, and approval standards differ by geography and content type. If your site is declined on one network, that is not the end of the conversation. I can put it forward on another.
Going direct to a single network doesn't give you that. You get one answer, and if it's no, you start over somewhere else from scratch.
I don't publish which networks I work with — for the same reason no agency publishes its supplier list. But I'll tell you exactly whose network your site will sit on before you accept any invitation. Ask on the call. If a partner won't answer that question, don't sign with them.
Manage Inventory, not Manage Account
Google's MCM feature has two delegation types, and the difference decides how much of your account a partner can touch.
Manage Account gives the partner edit access inside your Ad Manager account. You can only have one such partner at a time, so you can't compare two Manage Account partners side by side, though Manage Inventory partners can still run alongside it.
Manage Inventory means you delegate specific ad units. The partner works with those inside their own account and can't see or change anything else in yours. You can hold up to fifteen Manage Inventory partners at once.
I send Manage Inventory invitations by default. If you want a full-service setup where I handle everything inside your account, that's a separate conversation and I'll tell you what you give up.
Quick comparison
| Manage Account | Manage Inventory | |
|---|---|---|
| Account access | Full edit | None |
| Max partners | 1 | 15 |
| Compare two of this type | No | Yes |
Honest numbers
Publishers get quoted $10 or $35 CPMs all the time. Those are video formats on Tier-1 traffic. If your audience is Indian and your inventory is display, that number is not yours and you should treat anyone quoting it as a warning sign.
Realistically: display inventory on Indian traffic runs at the lower end of the $1–5 CPM band. Whether AdX beats what you're earning now depends on your content category, geography mix, device split, viewability and ad layout — not on who your partner is. I'll give you a range after seeing your site, and a real number after your first full month. Not before.
Who this is for
FITS
- Sites running AdSense already, with real search traffic
- 50,000+ monthly pageviews
- Original content, at least a few months old
- News, jobs and results, education, tech, health, lifestyle
- Publishers who want to see the numbers, not just the payout
- App publishers — Play Store or App Store apps with real installs, through app-ads.txt
DOESN'T FIT
- Gambling, betting, adult, piracy or download sites
- Scraped or copied content
- Purchased, bot or incentivised traffic
- Brand-new sites with no traffic history
- Anyone who needs a guaranteed approval to proceed
The ten partners publishers ask about most
Same source as the directory: each company's own sellers.json,
plus a scan of 123 Indian publisher ads.txt files. Nothing here
is an estimate — where a company publishes nothing, the cell is a dash.
| Partner | Publishers | Reporting model | On Indian sites |
|---|---|---|---|
| VDO.AI | 746 | Own account | 69 |
| Affinity Global | 1,145 | Own account | 42 |
| AdPushup | 1,177 | Own account | 33 |
| Primis | 200 | Own account | 24 |
| MonetizeMore | 508 | Mixed | 18 |
| Freestar | 732 | Own account | 3 |
| Publift | 2,590 | Mixed | 23 |
| Playwire | 1,243 | Own account | 0 |
| Ezoic | — | — | 0 |
| Mediavine | 9,055 | Own account | 0 |
Reporting model is read from the ratio of publisher domains to seller IDs in
sellers.json: 0.7 or above means each publisher tends to get their own
account — you see your own numbers. Below 0.2 means IDs are shared across many publishers.
In between is mixed. None of these ten fall in the shared band.
On Indian sites counts DIRECT lines across those 123 files;
a zero means it did not appear in that sample, not that it never works in India.
Ezoic publishes no sellers.json of its own, so its first two cells
cannot be measured.
Full list of 199 companies, with method and caveats: the MCM partners directory. Picking by site type instead: best MCM partners by segment. — Disclosure: I run an MCM operation myself, so treat this as a competitor writing about competitors. The numbers come from public files you can check yourself.
Common questions
Can an Indian publisher apply for Google AdX directly?
No. AdX is not opened by application. Access comes through an existing Google Ad Manager 360 network, which is why Google offers the MCM feature and why MCM partners exist between the publisher and AdX.
What is the difference between MCM Manage Inventory and Manage Account?
Manage Inventory lets a partner sell the publisher's inventory while the publisher keeps control of their own account. Manage Account hands control of the account itself to the partner. AdxDesk uses Manage Inventory only, and never asks for account access.
Why do most large publisher networks not accept Indian publishers?
Large US networks such as Ezoic, Mediavine and Raptive apply geographic and traffic-origin rules that exclude most Indian sites. This is visible in practice: they do not appear on the ads.txt files of Indian publishers.
Does AdxDesk guarantee AdX approval?
No. Google decides eligibility, not AdxDesk. Any party that guarantees AdX approval is describing something outside its control.
Is AdxDesk a Google Certified Publishing Partner?
No. AdxDesk is not a GCPP and does not claim to be. It works as a sub-reseller under a Google Ad Manager 360 parent network.
What does AdxDesk charge?
No upfront fee. AdxDesk works on a revenue share, so it earns only when the publisher earns.
Start with the check
Nine questions about your site. It runs the same screening I'd run manually, and it tells you plainly whether to apply, what to fix first, or not to bother.