What Is Google Ad Manager – How to 10X Revenue with GAM?

AdTech Industry Definitions
November 28, 2022 | by aleesha

Google Ad Manager is a comprehensive and sophisticated ad management platform that provides publishers with all the tools they need to sell and manage their advertising inventory. In this post, we’ll take a look at some of the features that make Google Ad Manager so popular among publishers. We’ll also explore how GAM can help you maximize your advertising revenue. So, if you’re thinking about using Google Ad Manager or are simply curious about what it can do, keep reading!

The hybridized version of DoubleClick For Publishers & Google Ad Exchange

Since GAM is a merger of older Google products to create a more seamless process to increase ad revenue & manage campaigns, it’s useful to take a quick look at those products, especially DFP. So, what is Google DoubleClick For Publishers? It’s an all-in-one publisher ad inventory management solution and Google’s trademark ad server for managing all of a publisher’s advertising. 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.

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 AdManager? Is GAM the most popular publisher monetization platform?

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. In GAM, all your ad campaigns are created & managed with automated reporting available 24/7 to analyze & review performance.

Is Google AdManager an ad server with multiple features?

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.

GAM’s got a tag for each ad unit which is embedded onto the publisher’s websites & apps. Whenever someone shows up on the site or app, the ad tag will communicate with the ad server for an ad request. The ad server then delivers the ad once the ad campaign meets Google Ad Manager’s criteria. By using the built-in customizable reports, you can determine what units serve which inventory, how much ad revenue is projected, and a lot more.

Google AdSense vs Google AdManager

Google AdSense is best suited for starter publishers while Google Ad Manager is catered towards premium and enterprise-level publishers. GAM offers granular controls and supports many ad networks and ad exchanges including AdSense, AdX, third-party exchanges, and third-party networks. In fact, publishers can use both GAM and AdSense together to make more money.

Difference between Google Ads vs Google AdManager

Businesses and organizations that produce content can use Ads (previously known as Google AdWords) to target and direct visitors to specific web pages through the pay-per-click (PPC) system. This works best for advertisers who are looking to market their services or products while Google Ad Manager is more Publisher oriented.

With access to the Google AdManager user interface Publishers can:

  • Make use of third-party networks to compete for ad inventory.
  • Gain access to more customized reporting with detailed insights about their ad units.
  • Centralize all of their inventory types like mobile apps, videos, or websites.
  • Manage most of their ad revenue through direct deals from buyers.

Let’s you optimize revenue for all buyers

When Google launched Ad Exchange, the goal was to help publishers earn more revenue with 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, and 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. The platform has over 30 tools to manage which ads you allow to display on your publisher’s properties.

The transition from DFP to GAM ad optimization impact

If you’ve been using DFP and found shifting to Google Ad Manager 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.

How to become a Google Ad Manager?

  • Firstly, to get thorough with Google Ad Manager, you can get certified here.
  • You can create a manager account by visiting the Google Ad Manager homepage.
  • Sign in with the email you want to be synced with your GAM account.
  • You can use this email for up to twenty individual manager or ad accounts.
  • Give a name to your GAM account and use it to manage your google ads or other people’s accounts.
  • Choose > Country > Timezone > currency and start rollin’.





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.

Sign up for a Professional account at MonetizeMore today!


What is Google Ad Manager?

Google Ad Manager is an ad server and platform that combines the best of DoubleClick Ad Exchange and DoubleClick For Publishers into a unified account. It provides a range of features such as ad serving capabilities, helps publishers optimize their ad revenue, and monetize their traffic.

How do I use Google Ad Manager?

To use Google Ad Manager, you need to sign up for an account and start trafficking your ad inventory through the platform. This way, you can set up ads, prioritize, and optimize them accordingly.

Is Google Ad Manager an ad server?

Yes, it is an ad server but provides a wide range of features.

How much does Google Ad Manager cost?

Users are allowed to use Google Ad Manager for free up until a specific impression threshold. For example, 90 million impressions per month for non-video ad units if you are located in the US, Canada, Australia, or New Zealand. Once a user starts going over the impression threshold, they are charged for non-Ad Exchange and non-AdSense impressions. For more information on other countries and thresholds, visit their terms of service page here: https://www.google.com/doubleclick/publishers/small-business/terms.

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