In June 2018, Google announced new branding for a range of their advertising products. With this initiative, they merged their DoubleClick For Publishers or (DFP) ad server with their Google Ad Exchange advertising source into a unified platform called Google Ad Manager or (GAM).
Let’s take a closer look at what this new product suite has to offer.
What is Google DoubleClick For Publishers and Ad Exchange?
Since GAM is a merger of older Google products, it’s useful to take a quick look at those products, especially DFP. So, what is DoubleClick For Publishers? It’s an all in one publisher ad inventory management solution and Google’s trademark ad server.
This ad server is one of the most widely used products in the ad tech space and comes with a range of features such as yield management, data management, optimization tools, security, trafficking capabilities and more. It’s also MonetizeMore’s preferred ad server and is used by most of our publisher partners.
We’ve written extensively on the ins and outs of Google’s DFP ad server so you can get the most value out of your ad inventory. If you’re looking for help and support in managing your DFP ad server you can follow our link here.
Google Ad Exchange is often referred to as the premium version of AdSense. With Ad Exchange, publishers get access to premium advertising brands, a programmatic exchange, and advanced optimization tools. Find out more about our approach to optimizing Google Ad Exchange here.
What is Google Ad Manager?
Google Ad Manager is a platform that brings the best of DoubleClick Ad Exchange and DoubleClick For Publishers into a unified account. In an age where publishers have evolved into multi-platform content creators, Google believes that their new branding better reflects the platform’s expanded capabilities.
We also created a video about it that you can watch below:
You can expect the following features and capabilities within GAM:
An ad server with multiple features and a complete platform
With Google Ad Manager you can run all types of campaigns, whether it’s guaranteed or not on a programmatic basis with their waterfall of EBDA auction frameworks.
The platform also provides an optimized competition feature that lets you maximize ad inventory yield across open auctions, reserved and private marketplace deals. It’s a complete platform that allows publishers to earn more ad revenue no matter how they sell their ad inventory.
Let’s you optimize revenue for all buyers
When Google launched Ad Exchange, the goal was to help publishers earn more revenue with a real-time competition. The focus has now shifted from an auction or exchange to a complete sales channel.
Ad Manager helps publishers curate their ad inventory with reserved and programmatic demand to optimize all relationships. Ad Exchange buyers have also been changed to authorized buyers.
Helping publishers monetize new arenas
With content creation evolving and people consuming content everywhere they go, it creates new ad opportunities for a variety of screen sizes and properties. With all of these monetization opportunities comes a new set of challenges such as establishing yield groups for apps, tags, determining the best ad units for mobile and desktop, etc.
With Google Ad Manager, you can use a single platform to handle it all including delivering, measuring, optimizing ads across all devices and platforms such as CTV, AMP, mobile apps, YouTube and more.
Helps protect your inventory
With all the advertising industry fraud challenges, protecting your inventory and protecting your advertiser’s brands are very important. Fraud can lead to lots of problems for a publisher such as a degrading user experience by showing inappropriate ads, annoying creatives and can even include malware.
Ad Manager and the team at Google are dedicated to keeping users safe and protecting brands. The platform has over 30 tools to manage which ads you allow to display on your publisher properties.
Find out more about the tool over here: https://admanager.google.com/home/
How Google’s Transition from DFP to GAM Impacts Ad Optimization
If you’ve been using DFP and found shifting to GAM difficult, we’ve got the solution. We’ve created a tutorial showing you how to use the new product suite by transitioning from DFP to GAM. See that guide here.
Using Google Ad Manager requires a lot of skill, know-how, and experience – all of which can take a lot of time and money to learn. As a publisher, stick to what you’re best at such as creating content, growing your traffic and let the ad optimization experts help.