Publishers require effective solutions to manage their ad inventory, optimize revenue, and simplify ad delivery in the constantly evolving digital advertising landscape. To assist them, Google Ad Manager (GAM) has been developed to serve ads on websites, mobile applications, and other digital platforms. As an ad management platform, GAM ensures improved ad inventory management and yield optimization through the integration of multiple ad exchanges and third-party networks.
Larger publishers with complex advertising campaigns may find that the standard version of Google Ad Manager isn’t sufficient for their needs. If that’s the case, Google Ad Manager 360 (GAM360), an enterprise-level ad server, can provide advanced features for audience segmentation, direct sales, ad revenue optimization, and ad performance analysis.
In this blog, we’ll cover in detail the key features of Google Ad Manager 360, how it differs from Google Ad Manager, and the reasons why enterprise publishers choose it. The GAM 360 setup process, its advantages, and advanced solutions that help optimize a website's ad revenue while ensuring seamless ad delivery will also be covered. This guide will help you understand how GAM 360 can improve your monetization approach, regardless of whether you're using Google MCM for multi-client management, handling video advertisements, or non-video ad units. But first, it’ll be instructive to recap the basics of what GAM can actually do.
What is Google Ad Manager?
Google Ad Manager (GAM) is an advanced ad management platform that helps publishers efficiently manage their ad inventory, optimize ad revenue, and deliver targeted ads across multiple channels. It acts as a centralized ad server, allowing publishers to manage, serve, and track ads while maximizing their advertising revenue.
Originally known as DoubleClick for Publishers (DFP), Google Ad Manager has evolved into a comprehensive solution that supports multiple ad exchanges, direct deals, third-party networks, and programmatic advertising. It integrates seamlessly with Google Analytics, AdSense, and Data Studio, enabling publishers to make data-driven decisions based on their ad performance.
Google Ad Manager (GAM) facilitates ad serving across websites, mobile apps, and connected platforms, optimizing delivery using user data. It streamlines ad inventory management by allowing publishers to categorize, define, and customize ad units for various formats, including video and non-video ads. Audience segmentation is enhanced through key value targeting and third-party data integration, ensuring precise ad relevance. Supporting multiple ad exchanges and direct deals, GAM maximizes ad sales and effectively manages non-guaranteed advertising. Advanced reporting and analytics through Ad Manager and Looker Studio provide insights into ad performance, aiding in yield optimization and revenue growth.
The standard version of Google Ad Manager is widely used by:
- small-to-medium publishers managing a moderate volume of ads
- website owners who monetize content using Google AdSense
- businesses looking to integrate third-party networks for additional ad revenue
- mobile app developers seeking to optimize app inventory and ads served.
While the standard version covers basic ad management, publishers with significant direct sales, a complex advertising setup, or a need for better video ad options often upgrade to Google Ad Manager 360.
What is Google Ad Manager 360?
Google Ad Manager 360 is an advanced ad management platform built for enterprise publishers who handle high ad volumes and complex advertising setups. GAM 360 is part of the Google Marketing Platform, allowing smooth integration with Google Analytics, Google Ads, Google Data Studio, and other tools for enhanced ad performance.
Unlike the standard Google Ad Manager, which caters to small-to-medium publishers, GAM 360 is designed for large media companies, news organizations, and digital businesses with high ad impressions. It enables key value targeting and video ad options, ensuring a high level of customization for ad delivery. Publishers can use GAM 360 for third-party networks, special ad units, and non-guaranteed advertising sources, maximizing their ad revenue while maintaining control over ad inventory.
By offering yield management solutions, third-party data provider support, and more detailed segmentation filters, GAM 360 allows publishers to create Looker Studio reports and analyze reporting data effectively.
Important Features of Google Ad Manager 360 for Publishers
Google Ad Manager 360 is designed to help large publishers increase their ad revenue by providing advanced tools for audience segmentation and programmatic selling. With enhanced ad manager reporting, key value targeting, and support for multiple ad exchanges, GAM 360 ensures that publishers can efficiently manage complex advertising operations.
1. Advanced Targeting
One of the biggest advantages of Google Ad Manager 360 is its ability to refine targeting using segmentation filters. Publishers can use first-party audience data and integrate third-party data providers to enhance targeting accuracy. GAM 360 supports the following:
- Key value targeting: Publishers can define custom parameters to ensure that ads reach the right users based on their demographics, behaviors, or interests.
- Google PPID (Publisher Provided Identifier): This enables audience segmentation for improved ad personalization while maintaining user privacy.
- Customizable user access: Different team members can have role-based permissions, ensuring better security and control over advertising operations.
2. Advanced Forecasting and Yield Optimization
With GAM 360, publishers gain access to advanced forecasting tools that help optimize ad inventory and maximize revenue potential. Features include the following:
- Predictive analytics: This enables publishers to understand ad inventory availability and demand fluctuations.
- Yield optimization GAM tools: These tools help publishers maximize ad inventory value by implementing advanced strategies. Using technologies such as AdX (SSP), open bidding and header bidding enhances competition, improves fill rates, and drives higher revenue.
3. Programmatic Advertising with Multiple Ad Exchanges
GAM 360 provides access to different ad exchanges, including Google AdSense and Google Ad Exchange, allowing publishers to do the following.
- Run Programmatic Direct and Private Auctions: publishers can sell premium ad placements with greater control over pricing and demand sources.
- Manage real-time bidding (RTB) for open exchanges: competition among advertisers can be increased for better ad revenue.
- Integrate third-party data providers: publishers can enrich audience targeting and maximize ad manager account earnings.
4. Robust Reporting and Data Insights
GAM 360 enhances ad manager reporting by integrating Google Analytics and Looker Studio reports to provide the following features.
- Comprehensive ad performance insights: GAM 360 can track ads served, click-through rates (CTRs), viewability, and engagement metrics.
- Data Studio reporting: custom dashboards can be created for in-depth performance tracking.
5. Customizable Ad Delivery and Ad Unit Management
Google Ad Manager 360 offers full control over ad delivery, allowing publishers to optimize ad inventory management across video ad units, non-video ad units, and special ad units.
6. Flexible Ad Unit Configuration
GAM 360 supports multiple ad units, including:
- Display ads – standard banners for web and mobile.
- Video ad units – advanced video ad options are supported, such as pre-roll and mid-roll.
- Native ads – these ads can seamlessly blend into their surrounding content.
7. Advanced Ad Delivery Controls
- Video ad rules – GAM 360 can manage ad placements within video content.
- Ad frequency capping – Ad fatigue prevention.
- Responsive ads – These can be adjusted dynamically across devices.
Difference Between Google Ad Manager and Google Ad Manager 360
| Feature |
Google Ad Manager (Standard) |
Google Ad Manager 360 |
| Pricing |
Free to use, but with feature limitations |
Custom pricing based on ad impressions, revenue share, and premium support |
| Target Audience |
Small to mid-sized publishers with moderate traffic |
Larger, enterprise-level publishers with significant direct sales and complex ad setups |
| Ad Exchange Support |
Supports Google AdSense and Google Ad Exchange |
Supports multiple ad exchanges, including third-party networks and direct license third-party sources |
| Audience Segmentation |
Basic targeting options |
Detailed segmentation filters, customizing user access, and integration with third-party data providers |
| Video Ads |
Supports video ads, but with limited options |
Offers advanced video ad options, including video ad units, video ad rules, and special ad units |
| Reporting and Analytics |
Standard reports with basic metrics |
Ad manager reporting with Looker Studio reports |
| Ad Inventory Management |
Basic inventory control |
Advanced yield management solutions, ad performance data, and non-guaranteed advertising sources |
| Direct Deals and Private Marketplaces |
Limited capabilities for direct deals |
Private auctions and direct sales support |
| Account Management and Support |
Limited support through the help center |
Dedicated account manager and Google support |
While Google Ad Manager works well for publishers who mainly rely on AdSense and a few third-party networks, GAM 360 is built for enterprise publishers needing high scalability.
For Small to Mid-Sized Publishers
- If you operate a blog, news website, or niche site, Google Ad Manager (standard) is often sufficient.
- You can manage ads across mobile apps, search ads, and native ads without incurring extra costs.
For Large-Scale Publishers
- If you require ad manager reporting through Looker Studio reports and third-party data providers, GAM 360 is the better choice.
- Publishers handling complex advertising setups across several ad exchanges benefit from advanced segmentation filters and detailed analytics.
With Google Ad Manager 360, publishers gain access to premium features that maximize ad revenue and provide deep insights into ad performance. The best ad management platforms offer flexibility, optimization tools, and the ability to enable reports for long-term growth.
How to Set Up a GAM 360 Account?
Setting up a Google Ad Manager 360 account requires several steps to ensure smooth integration and optimal performance. If your ad impressions meet the thresholds - 90M+ monthly non-video impressions (U.S., Canada, Australia, New Zealand), 200M+ (Europe, Asia), or 150M+ non-video + 800K video impressions (other supported countries) - a Google Account Manager will reach out to discuss upgrading to Google Ad Manager 360. They will guide you through the signup process and provide details on the benefits of the enterprise-level solution.
Here's how publishers can get started with GAM 360.
Contact Google Sales and Sign an Agreement
Unlike the standard Google Ad Manager, which is accessible to most publishers, GAM 360 is an enterprise-level solution that requires direct engagement with Google Sales representatives. To begin the setup process, do the following.
- Visit the Google Ad Manager website and navigate to the GAM 360 section.
- Fill out the inquiry form, providing business details, estimated monthly impressions, and ad revenue projections.
- A Google Sales representative will assess eligibility based on ad inventory size, direct sales volume, and the overall complexity of advertising operations.
- If eligible, Google will provide a contract outlining pricing, service-level agreements, and platform access terms.
Once the agreement is finalized, Google will activate the GAM 360 account, granting access to the ad management platform and its advanced features.
Initial Account Setup
After activation, publishers need to configure their GAM 360 accounts by doing the following.
- Setting up ad units (specific spaces where ads will be displayed).
- Defining ad placements (grouping multiple ad units for targeted ad delivery).
- Creating yield groups to maximize revenue from ad exchanges and third-party networks.
- Configuring user access with role-based permissions to ensure only authorized personnel can manage ad operations.
Integrate GAM 360 with Existing Ad Infrastructure
Google Ad Manager 360 must be integrated with existing websites, mobile apps, and third-party platforms. This involves:
- Implementing Google Publisher Tags (GPT): These tags are added to the website’s source code to request and display ads from Google Ad Manager 360.
- Connecting with DoubleClick for Publisher (DFP): Given that GAM 360 has evolved from DFP, integrating past ad inventory systems ensures smooth ad serving.
- Integrating with third-party networks and exchanges: Publishers working with third-party data providers must configure GAM 360 to support these direct license third-party partnerships.
- Setting up Google PPID (Publisher Provided Identifier): This enables detailed audience segmentation for targeting users effectively without relying on third-party cookies.
Configure Advanced Ad Settings
After completing the basic setup, GAM 360 allows publishers to perform the following functions.
- Video ad rules: Publishers running video ad units can configure rules for pre-roll, mid-roll, and post-roll ad placements.
- Ad unit customization: This function supports special ad units such as sticky ads, floating ads, and custom native ad formats.
- Google Analytics integration: Linking GAM 360 with Google Analytics provides actionable insights into ad sales performance.
Enable Reporting and Data Analysis
A major advantage of GAM 360 is its powerful reporting data capabilities. Publishers can do the following.
- Grant Looker Studio access to relevant team members for detailed analytics.
- Use Ad Manager reporting tools to analyze ads, revenue trends, and user interactions.
- Allow Data Studio reporting for comprehensive insights into ad inventory and advertising campaigns.
Benefits of Using Google Ad Manager 360
1. Higher Ad Revenue Potential
- Supports multiple ad exchanges: Access is demanded from DoubleClick Ad Exchange and other third-party exchanges to maximize competition for ad placements.
- Automated revenue optimization: GAM 360 automatically selects the highest-paying demand sources, boosting earnings.
- Direct deals and private auctions: Publishers can secure significant direct sales through premium advertisers.
- Multiple ad formats: Video ads, non-video ad units, and native ads are supported, allowing flexibility in advertising campaigns.
2. Enhanced Ad Inventory Control
- App inventory and mobile ads: Mobile apps and cross-platform monetization are supported.
- Ad unit flexibility: GAM 360 configures special ad units, video ad units, and responsive ads with ease.
- Non-guaranteed advertising sources: Additional revenue streams beyond direct deals are enabled.
- Google MCM (Multiple Customer Management): This feature helps publishers manage multiple ad manager accounts under one interface.
3. Premium Support and Dedicated Account Management
- Unlike the standard Google Ad Manager, GAM 360 users get access to Google support, Google sales representatives, and a dedicated account manager for seamless operations.
- Direct access to Google sales representatives: Secure premium advertising deals with personalized support.
- Customization of user access: Permissions to different teams to ensure secure account management can be assigned.
4. Powerful Reporting and Analytics Tools
Understanding ad performance data is essential for optimizing revenue. GAM 360 integrates seamlessly with Google Analytics to provide in-depth insights.
- Enable data studio reporting: Publishers can click ‘Create report’ in Looker Studio Reports for real-time analytics.
- Ad Manager reporting: Detailed reports on ads, revenue trends, and ad tag performance can be obtained.
- Integration with Google Marketing Platform: Leverage insights from Google Analytics and other Google tools.
5. Smooth Integration with Third-Party Platforms
GAM 360 works with various third-party exchanges, third-party data providers, and directly with licensed third-party sources to expand monetization opportunities.
- Ad server compatibility: GAM 360 can easily integrate with existing ad server(s).
- Supports third-party networks: Multiple ad demand sources can be connected with for greater fill rates.
Final Thoughts
Google Ad Manager 360 is a powerful ad management platform meant for publishers with large-scale ad operations. Its advanced capabilities, such as key value targeting, yield optimization, and support for multiple ad exchanges, give publishers greater control over their ad inventory and increase revenue. Unlike the standard GAM, GAM 360 allows better audience segmentation and integration with Google Analytics and third-party networks.
Upgrading to GAM 360 can significantly enhance ad performance and income for publishers using direct deals and programmatic advertising. With a dedicated account manager, businesses can efficiently manage their advertising campaigns across the web, mobile apps, and video ad units.
Publishers should evaluate their current needs, compare the capabilities of Google Ad Manager and GAM 360, and consider consulting Google sales representatives to identify the best fit for their business. Alternatively, publishers can partner with Publift, where our account managers will handle ad management and provide access to a GAM 360 account through our MCM arrangement. This allows publishers to enjoy the benefits of GAM 360 without the hassle of applying for an account or meeting traffic thresholds.