Google Certified Publishing Partners: What is GCPP?

Google introduced the Google Certified Publishing Partner (GCPP) program to assist online publishers by providing them with access to Google services through trustworthy and knowledgeable partners, such as OKO. Companies partnered with Google under the GCPP program have been assessed and verified by Google as having a specialised skill set in publisher support.

Why work with a Google Certified Publishing Partner?

Working with a GCPP certified company brings you additional expertise and opportunities in ad monetisation. Google offers their partners a number of solutions that blend top quality support and guidance with access to additional products and demand to improve publisher revenue whilst also reducing workload and issues. As a GCPP certified company, our publishers have the confidence that they are working with the best and that everything we do is done to support our publishers’ business. Find out more about Google Certified Publisher Partners through the articles below or get in touch today to find out more.   At OKO, we’re proud to be recognised by Google through the Google Certified Publishing Partner program. It’s recognition that we have worked hard to achieve and continue to work at to keep. Google Certified Publishing Partners are organisations recognised by Google as being experts in publisher support. Although the official GCPP website gives an overview of the program, there is confusion amongst some publishers about what it means. We thought it would be useful to put together a blog post answering some frequent questions about GCPP and sharing some of our own thoughts on the program.

About the certification

What are Google Certified Publishing Partners?

Google Certified Publishing Partners are those companies that Google has recognised as being experts in supporting web publishers (websites serving ads) with Google’s suite of tools: Google AdSense and Google Ad Manager (formerly two separate platforms: DoubleClick for Publishers and DoubleClick Ad Exchange). Each company has been assessed and certified in the program.

Are GCPP the same as an AdSense Partner / GASCP ?

The Google AdSense Certified Partner program was retired by Google on December 31st 2015 and companies should not be promoting themselves based on the retired program. GCPP replaced GASCP, but required tougher criteria and higher standards. As such, not all Google AdSense Certified Partners achieved Google Certified Publishing Partner status. The old GASCP program focused on AdSense alone, whereas GCPP requires that certified companies demonstrate expertise in AdSense and Google Ad Manager. Tougher standards were also introduced in terms of the standards of the business itself and customer satisfaction.

Are GCPP the same as “Network Partner Managers”, “Google Channel Partners” and “Google Partners”?

In short, No. Google Partners work with AdWords on the buy side of the system. As such, the program isn’t relevant to monetization. “Google Partners” is also a term that is vaguely used by some companies to insinuate a relationship beyond access to tools. Google Certified Publishing Partners are a very specific group of companies with a verified skill set. “Network Partner Managers” and “Channel Partners” are terms used to describe a particular type of Ad Exchange account. Whilst most GCPP are Channel Partners/NPMs, GCPP requires specific certification that most Channel Partners do not hold.

About Partners

Why does Google need partners?

Google has a history of partnering with other companies to help grow areas of it’s business. It’s proven that publishers develop faster when they have access to expert help. Whilst AdSense / Ad Exchange account managers can provide some of that expertise, there are limits to that approach. Google is a large company with a surprising small workforce. Partner companies are able to provide much higher levels of contact, work at greater depth and bring in expertise and services that complement Google’s offering.  This allows publishers to grow without causing huge problems of scale for Google’s account management structure.

Why do publishers need partners?

This varies from publisher to publisher. In very general terms, most publishers we work with are either looking for access to tools and demand that they cannot access alone or are in need of additional expertise, either to skill up or increase their capacity. Other GCPPs work in different ways and may service different needs.

Are all GCPPs the same?

Definitely not. We all meet the same certification standards, but offer varying products, services and approaches. When looking for a GCPP, it is important to really understand what each is offering as there are very marked differences. At OKO, we think that is a great thing.

How do GCPPs charge

Again, this varies depending on the partner and the service offered.  Most offer some form of revenue share model for at least some services.

OKO’s involvement in the GCPP program

How did OKO become Google Certified Publishing Partners?

We originally became Google AdSense Certified Partners when it originally launched publicly in 2013. We were invited to apply for that program by our Google account manager at the time. He put us forward as Google were actively seeking a UK partner with a good track record using Google’s publisher products and experience in supporting publishers with those tools. We became certified as a GCPP three years later.

Do OKO work for Google or for publishers?

Definitely for publishers. We are measured against the results that we achieve for publishers and our publishers pay the bills. One of the advantages of working with an independent GCPP over  (or alongside) an AdSense account manager is that a GCPP can give you independent advice. Google will never advise a publisher that another ad network might pay more. We can.