What is Google Ad Manager (GAM)?

Last Updated December 28, 2019

Google Ad Manager (formerly DoubleClick for Publishers), is a comprehensive, Google-hosted ad serving platform that streamlines your ad management; whether you deliver ads to websites, mobile web pages, mobile apps, games, or a combination of all the above.

For qualifying publishers who also already have access to the Google Ad Exchange (AdX) platform, AdX can now be accessed from their Ad Manager account.

Ad Manager offers a complete toolkit to manage your ads for a multi-screen audience, including:

  • One central place to traffic all of your ad networks, apps, games, and sites.
  • Advanced forecasting to give you a better sense of how many impressions you will have available to sell to your direct advertisers.
  • Total revenue optimization that allows Google AdSense and Google Ad Exchange to compete against other networks in real time, so you’ll get the most revenue for every ad impression.
Two Flavors of Ad Manager:
1) Ad Manager for Small Business (free)

This is suitable for small- to mid-sized publishers with no minimum ad impressions requirement. Some features remaining from what was formerly known as ‘DFP Premium’ and Ad Exchange integration can be used by larger publishers meeting 90 million monthly impression minimum.

There may be additional Ad Manager functionalities for larger publishers not available yet with smaller publishers who use Ad Manager SMB. If you have a Google Account Manager, you can check with them to verify the functionalities and features you have in your specific Ad Manager network.

2) Ad Manager 360 (paid)

This is a premium, comprehensive digital marketing solution from Google that integrates Google Analytics, Ad Manager, Ad Exchange, AdSense, and Google Analytics to provide end-to-end management of all of your digital marketing efforts.

Some Key Ad Manager terms

Ad Unit
Inventory in Ad Manager is designated in its most basic form as an ad unit. Multiple or similar site sections of ad units can be grouped together into placements. Once your inventory is configured, you can use targeting settings such as geo, browser, device type, and preset or custom key-values to provide more targeting granularity for campaigns targeting your ad units.

Google Publisher Tags (GPT)
Google Publisher Tags are snippets of code placed on your pages to call ads from Ad Manager. These tags connect the ad units you create in Ad Manager with the inventory on your web page

Trafficking is the process of setting up and managing ad campaigns. In Ad Manager, you create orders, line items, and creatives, and you target them. You can target them to specific inventory and use other kinds of targeting as well, such as showing your ads only in certain locations.

Forecasting is the process of checking to see how much available inventory you will have in the future. Unlike, say, retail inventory, which you can simply count, it’s hard to know exactly how many viewers you will have in the future — and even harder when you take different targeting scenarios into consideration. Ad Manager forecasting is designed to help you sell all of your inventory while avoiding overselling.

For more help with your Google Ad Manager account or with your account’s ad ops, Sovrn Publisher Support can help.

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