What is Google Ad Manager?

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Most publishers understand that ad servers[3] play a significant role in their ad earnings. Of course, as a publisher[9], you need an ad server that can offer you both flexibility and maximum control over your ad inventory[10][4]. It should also be user-friendly, have minimal delays in delivery, and a minimal hindrance when it comes to your monetization.

That’s where Google Ad Manager[1] (GAM[2]) comes in handy. While there are plenty of free and paid ad servers out there, Google Ad Manager has become a publisher favourite. It’s important to note that Google Ad Manager was previously known as DoubleClick for Publishers (DFP) and merged with Google Ad Exchange[5] in 2018 to one unified platform. 

What Exactly is Google Ad Manager?

Google Ad Manager is Google’s ad server and it’s what enables various publishers to organize their ad stacks and streamline their ad management process, as well as sell their ad inventory at a more efficient rate. The ads in question are delivered to websites, apps and more all via Google Ad Manager.

Google Ad Manager’s unified platform was the search engine giant’s way of moving away from the traditional limitations of ad servers and supply-side platforms (SSPs) so that they could build new solutions programmed directly into their recently innovated platform for Ad Manager.

Why Should You Use Google Ad Manager?

Thousands of publishers use Google Ad Manager and for good reason. It’s a robust platform with a lot to offer and it has a great track record. If you’re not already using GAM, here’s why you should start:

It’s Easy to Integrate with Google’s Other Tools

Google Ad Manager integrates seamlessly with Google’s ad networks — which makes sense considering they all belong to the Google family. 

Google Ad Manager also provides publishers with the option to maximize their revenues from either Google AdSense[6] or Ad Exchange. You can serve AdSense from your Ad Manager account using the AdSense line item[11] type. However, with an Ad Ops[7] provider, it’s important to use Ad Exchange instead of AdSense as Ad Exchange should have all the AdSense buyers, and they have more controls for Ad Exchange.

It’ll Put Your Money-Making Ads Front and Center

Google Ad Manager also allows you to deliver your ads using various line items. For example, if you add multiple partners using a price priority line item type, they compete on price, allowing the highest paying partner to fill the ad slot. Partners like AdSense or Ad Exchange (plus Open Bidding) compete in real-time. 

You’ll also have the option to deliver your ads using a house line item, which catches any unsold impressions. This way, you’ll be able to fill all ad slots so none are empty or wasted.

It Can Detect Malware

Google Ad Manager automatically alerts you when it detects any suspicious malware-related activity, including viruses, trojans, spyware, suspicious URLs, or flash files that contain malicious coding in any of your ad creatives.

When this happens, the system disables the creative[12] until there has been a resolution and the advertisement in question is proven to be clean. From there, the system conducts periodic re-scans for reassurance and you’re alerted when the creative can be enabled again.

It Prevents Ad Blindness

Ad blindness occurs when users see the same ad too frequently. They begin to ignore these ads and they’ll avoid them at all costs — which may include them clicking out of your website.  

Google Ad Manager allows you to control the frequency[13] at which an ad can appear per user, so you can maximize its chance of getting more clicks without deterring viewers from your page. With this feature, you can implement a frequency cap and an impression[8] cap, as well as rotate your creatives and adjust delivery for certain times of the day — giving you complete control of your ad inventory. It’s important to note that this is only true for Sponsorship and Standard line items. Ad Ops providers like Freestar do not have these caps in place as we have a variety of partners filling the ads. 

It’ll Save You Time and Money

With Google Ad Manager, you can create an ad unit[14] and use it over and over again. This will save you a significant amount of time and money since you won’t have to create separate ad units each time.

All you have to do is generate your code and implement it on your site. From there, you would just need to target them using your GAM line items. 

Support from the Community

If you’re lost trying to use Google Ad Manager, you’re not alone. Google Ad Manager comes with a community of GAM experts that can help you. It’s always best to reach out to your Google Rep or Ad Ops partner for support. 

Of course, if you’re new to GAM and inventory management, it’s always a good idea to enlist the help of seasoned publishing professionals that can help you maximize your ad profits right away. 

Open to smaller publishers

Arguably the best thing about the Google Ad Manager is that it’s 100% free under a certain volume of impressions! The best way to access GAM as a small publisher is through an Ad Ops provider. Publishers with small volumes would not qualify for Ad Exchange, but can apply if they work with a Google Certified Publishing Partner with their own account. 

Google Ad Manager is your Best Bet

When it comes to managing your ad inventory and streamlining your entire publishing process, Google Ad Manager is really the only platform that makes sense to use. It’s packed with the most beneficial features and was made by Google to work with the search engine’s very own publishing networks.

1. Google Ad Exchange ( Google Ad Manager ) Ad Exchange is often referred to as the premium version of AdSense, and also a Google-owned ad network of sorts. To join Ad Exchange, publishers need to meet specific requirements such as 500 000 minimum monthly traffic, be invited or join through a Google certified partner. Recently Google has rebranded this product, and it is now called Google Ad Manager.
2. Google Ad Manager ( GAM ) Google Ad Manager is a combination of both Google Ad Exchange and DoubleClick For Publishers as a unified platform that provides publishers with ad serving services.
3. ad servers. The computer or group of computers responsible for the actual serving of creatives to websites, or for making decisions about what ads will serve. An ad server may also track clicks on ads and other data. Major publishers, networks and advertisers sometimes have their own ad servers. Well known ad servers include Google Ad Manager, Xandr, and OpenX.
4. ad inventory. Ad Inventory refers to the number of ad impressions available for sale on a publisher’s website or mobile app. In other words, these are the commodities available for the advertisers to buy on the website.
5. Ad Exchange. An ecosystem through which advertisers, publishers, and networks meet and do business on a unified platform or system. An ad exchange allows advertisers and publishers to speak the same language in order to exchange data, set prices, and ultimately serve an ad. Popular Ad Exchanges include Google, OpenX, The Rubicon Project and AppNexus.

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