We plan to create a tool to help advertisers manage their accounts, and 
make the tool available publicly.

We've been going through the RMF as described here:
http://code.google.com/apis/adwords/docs/requirements.html

It seems to us that only these users are exempt from implementing the RMF:
- End advertisers.
- Internal use within agency.

in other words, commercially available tools (that are not purely reporting 
tools) should implement all the RMF.

However, I can think of at least two existing commercial tools that do bid 
management and yet they don't implement much of the RMF.

Can someone please elaborate on why this might be the case?


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