Comparison
The MCM partners worth shortlisting, by segment
There is no single best one. There is a best one for your traffic, your country and your vertical — and the gap between those is wide enough that a generic "top 10" list is worse than useless. 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.
By Umashankar Kushwah · Published 26 August 2026 · Updated 15 September 2026
Where these numbers come from
Every company below is listed in Google's own Certified Publishing Partner directory.
Publisher counts and ratios come from each company's sellers.json, fetched
26 August 2026. The "Indian sites" column is a scan of 123 Indian publisher
ads.txt files — a DIRECT line, not a reseller line.
I run an MCM operation myself, so treat this as a competitor writing about competitors.
That is exactly why every number here is tied to a file you can open in a browser rather
than to my opinion. Where a company's file wouldn't load, the cell is —
and I have not guessed.
India — measured on Indian publisher sites
These are the companies that actually appear with a DIRECT line on Indian publishers' ads.txt. The count is out of 123 Indian sites scanned — national news, regional language, tech, sport and entertainment.
| Partner | Publisher domains | Ratio | Indian sites | Note |
|---|---|---|---|---|
| Adipolo | 713 | 1.00 | 80 | Highest Indian presence in the scan. Ratio 1.00 — one seller ID per publisher. |
| Playstream Media | 387 | 1.03 | 73 | Playstream Media. Indian company, .in domain. |
| VDO.AI | 746 | 1.02 | 69 | Indian company, and the only one here whose publisher base is concentrated in India. |
| Next Millennium | 4,003 | 0.15 | 66 | Largest publisher base of the group, but ratio 0.15 — most publishers sit behind shared seller IDs. |
| Affinity Global Advertising Pvt. Ltd. | 1,145 | 1.00 | 42 | GCPP Premier partner and an Indian company. Ratio 1.00. |
| Bidfuse | 1,379 | 1.06 | 40 | Publishers concentrated in Greece — India is a secondary market for them. |
US content and recipe blogs
The segment with the clearest entry requirements and the least room to negotiate them.
| Partner | Publisher domains | Ratio | Indian sites | Note |
|---|---|---|---|---|
| Mediavine | 9,055 | 1.00 | 0 | GCPP Premier. Zero appearances in the Indian scan. |
| Monumetric | 828 | 1.00 | 0 | Lower entry point than Mediavine, same audience type. |
| Nitro | 804 | 1.00 | 1 | Ratio 1.00. |
| Freestar | 732 | 1.02 | 3 | Ratio 1.02. |
Europe
Concentration is measured from the TLDs of each company's own publisher list — where their publishers are, not where the company is registered.
| Partner | Publisher domains | Ratio | Indian sites | Note |
|---|---|---|---|---|
| optAd360 | 2,489 | 1.01 | 12 | Publishers 16% Polish — strongest Central European concentration in the set. |
| Yieldbird | 931 | 1.08 | 26 | Also Poland. |
| Setupad | 1,109 | 1.72 | 11 | Baltics. Ratio 1.72 — publishers commonly hold more than one seller ID. |
| InsurAds | 2,956 | 0.22 | 0 | Italy-weighted. Ratio 0.22 — shared-ID model. |
| ShowHeroes SE | 2,022 | 1.17 | 13 | Italy-weighted. |
| Snack Media | 926 | 1.05 | 16 | UK. Football and club sites. |
| Clickio | 496 | 1.00 | 9 | Ratio exactly 1.00 — cleanest structure in the set. |
Brazil and LATAM
The largest concentration bucket in the directory — 17 companies have Brazil as their top non-generic TLD.
| Partner | Publisher domains | Ratio | Indian sites | Note |
|---|---|---|---|---|
| Truvid Inc | 6,512 | 1.16 | 15 | Brazil-weighted. |
| Vidoomy | 3,278 | 1.06 | 38 | Ratio 1.06. |
| PREMIUM PUBLICIDADE E MARKETING LTDA | 1,813 | 0.51 | 5 | Ratio 0.51. |
| FatChilli for Publishers | 1,665 | 0.14 | 13 | Ratio 0.14 — heavily shared IDs. |
Japan and APAC
| Partner | Publisher domains | Ratio | Indian sites | Note |
|---|---|---|---|---|
| i-mobile Co.,Ltd. | 18,289 | 1.39 | 0 | Largest measured publisher list anywhere in this directory. Japan-weighted, zero Indian presence. |
| AdPushup | 1,177 | 0.85 | 33 | Indian company with a Japanese publisher base (214 .jp domains). |
| Pokkt | 845 | 0.98 | 12 | Pokkt. Singapore. |
| ADOP Inc. | 1,953 | 0.32 | 0 | South Korea. Ratio 0.32. |
Australia and gaming
| Partner | Publisher domains | Ratio | Indian sites | Note |
|---|---|---|---|---|
| Publift | 2,590 | 0.66 | 23 | GCPP Premier. Australia-weighted, ratio 0.66. |
| PLAYWIRE | 1,243 | 1.05 | 0 | Ratio 1.05. |
| Venatus | 704 | 1.02 | 8 | Gaming and esports. |
The metric most comparisons miss
Divide a partner's distinct seller IDs by their publisher domains. Close to 1.00 means each publisher gets their own account. Far below means many publishers sit behind a small number of shared IDs.
Mediavine 1.00
Adipolo 1.00
Affinity Global 1.00
AdPushup 0.85
Publift 0.66
ADOP 0.32
InsurAds 0.22
Next Millennium 0.15 shared
FatChilli 0.14 shared
Harrenmedia 0.04 shared
Neither model is automatically wrong. A shared ID can still pay correctly. But it changes what your reporting can show you, and what happens to you if another publisher on that ID gets flagged — which is question five on the list of seven you should be asking.
Note what this means for the India table above: the partner with the largest publisher base there, Next Millennium, has the second-lowest ratio in this entire list. Size and structure are separate questions.
The full list
All 199 certified partners — 131 with measured numbers, 68 whose files wouldn't load — are in the MCM partners directory, along with the methodology and its limitations.
If your traffic is Indian specifically, the shortlist and the reasons behind it are here: which partners actually take Indian publishers.
Before you talk to anyone
Run your site through the eligibility check first. If it won't pass Google's policy review, no partner on this page can help you — and the honest ones will tell you the same thing.