What a channel partner can and cannot do

The role is built around the account

A channel partner works on the advertiser account rather than on the campaigns that run inside it. That means opening the account, completing verification, holding the billing relationship with the platform, funding the account, and keeping it in good standing.

Because the partner holds the platform relationship, it also carries the escalation path. When something goes wrong at account level — a restriction, a review, a documentation problem — the partner is the party with a channel route to resolving it.

This is why the role is better understood as infrastructure than as a service. The account has to exist and stay healthy before any campaign question becomes relevant.

What a partner genuinely takes off your plate

Account opening and verification: assembling and checking the documentation set, and dealing with the review rather than leaving it sitting with the advertiser.

Funding and payment configuration: setting up how the account is funded, handling top-ups, and keeping campaigns from pausing on an insufficient balance mid-flight.

Policy and escalation work: handling account-level restrictions, reviews and appeals through the channel route, which is normally faster and more legible than a public support form.

Account structure: manager-account arrangements, several brands or markets under one structure, and clean separation where the advertiser needs it.

Where the line is: advice is not management

We advise on account setup, and we give input on campaign direction at the account level: which campaign type suits the objective, how budget should be split between markets, and what structure will hold up as spend grows. That advice is a recommendation the advertiser acts on.

We do not run or manage campaigns. Nobody logs into the advertiser account to operate it on the advertiser's behalf, and we do not build campaign structure for you, set targets, tune bids, or act as your media buyer.

The distinction is worth stating plainly, because the two are routinely blurred in this market. Advice is a recommendation you are free to take or leave. Management is someone operating the account for you and answering for the results.

There is a practical reason for holding the line here. If the buying decisions are yours, the learning is yours too: the account keeps its history, its reporting and its structure when an engagement ends. That is a real difference from an arrangement where the operating knowledge stays with the agency.

Account ownership and access

The advertiser's entity is the one named on the account, and access to reporting stays with the advertiser throughout. What the partner holds is the channel relationship and the billing position, not the advertiser's identity.

That split matters at the end of an engagement as much as during it. Ask any prospective partner three questions before starting: whose name appears on the account, who can authorise changes, and what happens to the account if the relationship ends.

A partner that cannot answer all three clearly has not thought carefully about the exit, which usually says something about how the entry will go as well.

What no partner can promise

A partner cannot guarantee that a suspended account will be reinstated. The decision rests with the platform, and any party promising a specific outcome is describing something outside its control.

Nor can a partner bypass verification requirements, approve a business model the platform prohibits, or make a policy problem disappear without addressing its cause. A channel route changes how a case is handled; it does not change what the platform allows.

It is worth being direct about this, because the promises most easily made on this route are exactly the ones that cannot be kept. A partner that declines to guarantee an outcome is usually the one better placed to get a case dealt with properly.

When a channel partner is the wrong fit

If you need someone to plan, build and operate campaigns, the right provider is a performance agency. That is a different service, and it is one we do not offer.

If you need a single party accountable for outcomes rather than for the account, the same applies. Account infrastructure and media execution are separate jobs, and folding them into one contract usually means one of the two is done badly.

The role fits advertisers with in-house media capability, or those already working with an agency, who need the account and channel layer handled correctly and want the buying decisions to stay where the knowledge is.

It also fits agencies that want a channel route of their own rather than reselling somebody else's inventory. We work with partners as well as advertisers, and that route is open to agencies serving their own clients.

Frequently asked questions