What is the revenue share between Google Ad Manager and publishers?

DoubleClick For Publishers / Google Ad Manager Ad Optimization
February 5, 2021 | by Kean Graham
What is the revenue share between Google Ad Manager and publishers

Are you new to Google Ad Manager and trying to figure out the costs of using the ad server? This article will take a closer look at prices and the revenue share between Google Ad Manager and publishers.

Let’s start by saying that there is no revenue share between Google Ad Manager and publishers, at least until publishers reach a specific impression limit.

Google Ad Manager is not an ad provider, ad network, or supply-side platform. It’s Google’s flagship ad server that offers a wide range of features to publishers, including yield management, optimization tools, trafficking capabilities, reporting features, and much more.

It’s even recently been called the top publisher partner in the market by AdExchanger, and probably has been for many years. Publishers traffic their ads through Google Ad Manager and get paid via the ad networks they partner with to sell their ads to advertisers.

This means that using and signing up for Google Ad Manager is generally free until you reach a 90 million impression limit. After that, you have to pay specific fees for ad impressions served by non-Google ad networks, direct sales, etc.

We go into more detail on specific impression limits per country and show publishers what to do when you get close to limits here: https://www.monetizemore.com/blog/what-do-reach-free-impression-limit-google-ad-manager/.

What about Ad Exchange and AdSense?

Google doesn’t publish the revenue share for Ad Exchange as it varies per account and is confidential. If you are large enough with a dedicated Account Manager, you can even try to negotiate it.

For AdSense, Google has noted that publishers earn a 68% revenue share for AdSense for content and a 51% share for AdSense for search. This means that Google generally takes a 32% revenue cut from the ad revenue earned by publishers via AdSense.

Find more information about AdSense revenue share here: https://support.google.com/adsense/answer/180195?hl=en


Google Ad Manager is a fantastic tool to have in your arsenal, but it can be challenging to get the hang of. You might end up spending countless hours getting to know the platform and figuring out how it works, only to see minimal ad revenue increases or, in some cases, even a decline. Why not let a team of experienced ad ops experts manage it all for you?

MonetizeMore is a Google Certified Publisher Partner who has helped hundreds of publishers optimize their ad inventory and increase ad revenues. Want us to do the same for you? Sign up to get started today!

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