Google’s retirement of SPM postponed to January 2022

In June this year, Google revealed that they will be discontinuing the Scaled Partner Management (SPM) feature by the end of September 2021, which would mark the end of the transition to the brand new Multiple Customer Management (MCM) model. 

In an update from yesterday (14 September 2021) Google announced that they’re going to be pushing the deadline back to 31 January 2022. The change is due to multiple partners having challenges migrating to MCM in time, while future plans also include providing more details around Google’s plans on the retirement of SPM.

The previous deadline of 30 September 2021 is now going to be the last available date for child publishers to be added to SPM. After that, all new entries will need to be added directly to the MCM feature. 

Source: Google

New MCM transition timeline

Google is also breaking down its MCM migration schedule into five separate steps to maintain a balanced pace across the network. Managing partners will be required to transfer a minimum of 15% to 30% of their managed revenue, varying between the different stages. 

Failing to meet these new benchmarks will result in a certain portion of SPM traffic being blocked from accessing Ad Exchange demand, with the percentage being larger as we approach the final deadline. Other demand sources will not be impacted by the penalty.

Source: Google

Our progress so far

We’re happy to say that we’re currently near 100% completion in migrating all of our child publishers to Multiple Customer Management. With only a few partners still being managed through SPM, we expect to be fully migrated way ahead of the deadline.

Looking for a Google MCM partner? Talk to us or sign up for our monetization program here