Google Ad Manager (GAM) is a complete platform to organize and deliver ads on web, mobile, and app inventory. It combines the resources from DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) to offer services used by the sell-side and buy-side.
From enabling publishers to increasing revenue and ensuring brand protection to benefiting them from a centralized workflow, Google Ad Manager takes its product to the next level with GAM 360.
What is GAM 360?
Google Ad Manager 360 is a paid version of GAM access for publishers who have crossed the monthly impressions limit*. Because of its high impressions requirement, GAM 360 is mostly used by enterprise publishers with elaborated teams to manage ad ops, ad sales, and inventory.
*Monthly impression limit depends on the geography. Here is how it looks:
- 90M monthly impressions from non-video ad units for the USA,Canada, Australia, and New Zealand.
- 200M monthly impressions from non-video ad units for countries supported by Google in Europe and Asia.
- 150M monthly impressions from non-video ad units + 800K monthly impressions from video ad units for all countries supported by Google to use Ad Manager.
In addition to the free version, the paid version offers several additional features including more detailed audience segmentation, integration with Google Data Studio, and new reporting dashboard.
The pricing must be negotiated with the Google Sales representative who is available on contact. The final price may depend on the monthly impressions number, additional features, and type of Google support opted by the publisher.
Google Ad Manager vs. Google Ad Manager 360
AdManager integrates with Google Analytics, AdSense, and Ad Exchange to provide better end-to-end management. Here is how GAM 360 levels up:
|Parameters||GAM 360||GAM for Small Publishers|
|Price||Paid version, price depends on featured selected by a publisher||Available for free|
|Impressions||To be negotiated with Google based on average impressions and additional features||Up to 90 million monthly impressions (depends on geography)|
|Features||Everything offered by GAM for Small Business + customized features and direct Google support||Line item management, historical data, customized reporting, and access to API.|
|Ad Formats||Formats offered by GAM + in-banner video and rich media formats||Responsive ads, native ads, and video ads|
|Open Bidding||Supported||Not supported|
|Programmatic guaranteed, preferred deals, and Private auctions||Supported||Supported|
When a publisher is about to reach the threshold number, a Google Account Manager contacts to share the details related to GAM 360, along with a rate card. Publishers can choose to use Google Ad Manager until they reach the threshold.
Benefits of Having GAM 360
Link GAM to Google Data Studio for more visual reporting
Reporting becomes tricky as the impression number increases. With complex sell-cycle and ever-increasing line items, publishers try to find better reporting methods. This is where GAM 360 helps publishers by allowing linking to Data Studio. It turns your data into informative reports and dashboards that are easy to read and share.
Here is how you can link them:
Step 1: Enable Data Studio reporting for GAM
- In the Ad Manager dashboard, click Admin > Global Settings > Check the Ad Manager Reporting in Google Data Studio checkbox and Save it.
Step 2: Add user permissions to roles
- The built-in “Administrator” and “Executive” roles already have the permission to add/use Data Studio.
- Other than that, if you wish to allow Data Studio access to other users, then add it to their profiles.
- Click Admin > Access & authorization > Roles. Select users and add Data Studio reporting option.
Step 3: Add Ad Manager as data source to Data Studio
- In the Data Studio account, click Create + > Google Ad Manager 360.
- Authorize to grant Data Studio access to your account.
- Click Available networks > choose Ad Manager account > choose types of report (Historical). Click CONNECT on the upper right corner.
The most used dimension and metrics from Ad Manager historical reports will start appearing in report type. These reports can be further updated and shared with the team.
Audience Solution feature for better audience segmentation
Using Audience Solution, publishers can segment audiences based on various demographics. Suppose, a magazine publisher has a bunch of visitors who frequently consume travelling content. This group can be categorized as ‘travel enthusiasts’. Later, this group can be targeted by advertisers looking for people interested in travelling.
This is how it works:
- Audience data is aggregated into a list using identifiers (cookies and online IDs).
- Data from pages with GAM tag is segmented based on frequency of visits, interests through ad units or key-value targeting, and membership details.
- These segmented lists can be names such as “sports enthusiasts” for sporting goods ads or “travelers” for vacation advertisements for advertisers to easily understand the audience.
- A publisher can further discuss more detailed segmentation filters with advertisers especially in the case of direct deals.
Segment types supported by Audience Solution
|First-party||Segment created using own inventory data|
|Data Management Platform||Segment created by DMP consisting own inventory and site data|
|Google Marketing Platform||Segment that uses identifier data from Marketing Platform and shares it directly with GAM|
|Shared||Data shared by other third-party networks added to GAM|
|Third-party (direct license)||Segment built by a third-party data provider (BlueKai) for which you have negotiated a direct license|
|Third-party (global license)||Segment built by a third-party data provider (BlueKai) for which you have negotiated a global license|
Create Team for streamlined user management
Team is a feature that helps restrict/allow user access to certain items such as order, line items, ad units, and more. Basically, enterprise publishers are expected to have large teams of in-house employees and freelancers. In such a case, instead of customizing user access for each user, the publisher can simply create teams and add users to it. All the access rights allowed to the team will be allowed to users in it. Moreover, users can be added to multiple teams.
Example: Add team to the orders:
- When creating or editing line items, click Teams to select and add users. And Save.
One or more users can be added with access to line items within the order along with reporting capabilities.
Advanced Video Ad Options
With GAM 360, publishers also get access to advanced solutions for video ads. However, the availability of these options may depend on the type of your GAM 360 account. Publishers who have advanced GAM 360 have access to more video ad features than publishers using GAM 360.
Some key features that publishers get access to with GAM 360 are:
- As mentioned above, audience measurement tools.
- Publishers can create video ad rules for defining how their ads are being displayed within the video content.
- Through dynamic as insertion, publishers get access to server-side insertion of video ads.
You can find out more about what video ad features are supported for GAM 360, advanced GAM 360, and GAM here.
These were a few additional benefits of having Google Ad Manager 360. It comes with hectic requirements for man-power and in-depth understanding of the platform. This can be challenging for some publishers to get started with GAM 360.
If you are facing similar challenges, then we recommend you discuss this with Google Support or your Google Account Manager. A Google Certified Publishing Partner (like AdPushup) can further help you unlock the true potential of your Google Ad Manager 360 account.