A closer look at Google Ad Manager 360 advanced features – Audience Segments

DoubleClick For Publishers / Google Ad Manager Ad Optimization
December 1, 2020 | by Kean Graham
A closer look at Google Ad Manager 360 advanced features - Audience Segments

Google Ad Manager 360 is the premium version of Google Ad Manager (GAM). We’ve previously compared Google Ad Manager Small Business vs GAM 360 here. We want to provide additional insight into some of the advanced features available in GAM 360 to show you the platform’s amazing capabilities. In this article, we’re going to focus on audience segments.

Audience segments

One important feature of GAM 360 is the ability to create first and third-party audience segments. You can see this feature under the inventory tab, as shown below.

A closer look at Google Ad Manager 360 advanced features - Audience Segments MonitizeMore

First-party audience segments

With the audience segment feature, publishers can create first-party audience segments without adding additional pixels to their sites or apps. Segments can be defined by various factors, such as how website visitors interact with content or an app.

The importance of these segments relates to better targeting. If you can improve your ad campaign targeting, you can potentially earn the highest ad revenue possible from a specific segment or user.

Here’s an example. Let’s say you have a section on your website about food and eating out that quickly sells out to advertisers. Monetizing that section is great, but what about other sections on your site, like the one about sports?

You can put users who view the food section with a minimum of two page views over the past three days into a separate audience segment (example). When this segment of users visits a different section of your site, such as sports, you can serve ads about local restaurants to them. This means that you can still monetize them even though they are not on your site’s food section. As a result, advertisers can follow users across your network of sites and apps. It also helps monetize unsold ad inventory sections of your site more efficiently.

Take a look at this help article for more information about creating first-party segments: https://support.google.com/admanager/answer/2423498?hl=en.

Third-party audience segments

Publishers can also upload first-party segments or push third-party audience information from another server to Google Ad Manager 360. Many third-party audience segment vendors can provide audience information at a specific price. Similar to the functionality of first-party segments mentioned above, this can help publishers reach a wider audience and target categories not yet targeted on their networks of sites and apps. Publishers can serve better and more target premium ads resulting in higher ad revenue.

Here’s a screenshot showing a quick overview of third-party audience segments.

A closer look at Google Ad Manager 360 advanced features - Audience Segments MonitizeMore

See this Google help article to find out more about audience segments here: https://support.google.com/admanager/answer/2990419?hl=en.

Conclusion

First and third-party audience segments are but one of the many advanced features that Google Ad Manager 360 offers publishers. Are you ready to take the next step in your publishing business and utilize the full power of Google Ad Manager 360?

MonetizeMore is a Google Certified Publisher Partner in North America and has over a decade of experience maximizing ad revenue for publishers like you. We can give you access to GAM 360 and help you optimize your ad inventory!

Be sure to fill out our contact form here and mention that you are interested in Google Ad Manager 360. One of our consultants will respond shortly.

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