Google Ad Manager

What Is Google Ad Manager? And What Has Changed For Publishers?

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What is Google Ad Manager

Recently, Google rebranded some of its major ad services. Don’t panic. All the services are same. However, Google has just merged them for better management purposes.

Now, we have Google Ads in place of Google Adwords.DoubleClick and Analytics 360 suite are together called Google Marketing Platform. And finally, Doubleclick for Publishers (DFP) and Doubleclick Ad Exchange (AdX) are rebranded as Google Ad Manager.

Image Source: ThinkWithGoogle

Since you are here for Google Ad Manager, let’s talk about it.

What Is Google Ad Manager?

Google Ad Manager is a comprehensive ad serving publisher platform, designed to streamline ad delivery, management, and monetization. This is achieved by combining Doubleclick for Publishers and Doubleclick Ad Exchange.

According to Google, this is done to bring everything closer in a more simplified manner. Google services are the same, it’s just everything is now under a single umbrella.

For publishers, DFP and its features are unchanged. These features include yield management, data management, optimization tools, security, traffic monitoring, and more.

What Will Happen To Google AdSense?

Google AdSense is separated from Google Ad Manager. This is mainly due to the fact that Google Ad Manager unites high yielding publishers and advertisers. Whereas, AdSense is for small-to-medium publishers.

Google wants to keep things easy for small and medium publishers. Hence, it was decided to keep AdSense a distinct service. It has a few minimum requirements, whereas Google Ad Manager is not easily accessed by every publisher. Although, to use Google Ad Manager, publishers need to have an AdSense account.

How to Get Started With Google Ad Manager?

Google Ad Exchange is often referred to as the premium version of Google AdSense. With Google Ad Exchange, publishers get access to top-end advertising brands, programmatic exchange, and advanced optimization tools. Not everyone can get Google Ad Manager account.

For publishers, there are two ways to get hold of Google Ad Manager:

  1. Sign in to Google Ad Manager using Google AdSense account. Google will then review the publisher’s application and approve if everything falls under the requirements.
  2. Alternatively,the publisher should be working with a Google certified publishing partner and get an invitation by them to join Google Ad Manager. Even then Google will have to approve the publisher.

Is Ad Manager Both, SSP And Ad Server?

Yes. According to Google,

Automation continues to change the way we do business, with advertisers looking to transact all their campaigns, guaranteed or not, programmatically. That’s why we broke away from the traditional constraints of “ad servers” and “SSPs” to build new programmatic solutions directly into the product we now call Ad Manager—from our programmatic deals framework to features like Optimized Competition that help you maximize yield across reservations, private marketplaces, and the open auction. Ultimately, with Ad Manager, you get a complete ad platform that helps you earn more and grow revenue, no matter how you sell.

Meaning, Google has combined every aspect of the ad industry to give a comprehensive ad platform that increases competition in the market for better yield.

How Publishers Can Benefit From This Change

Multiple features to choose: With Google Ad Manager, publishers can choose to run multiple campaigns programmatically, guaranteed or not. Furthermore, they can optimize the inventory from open auction, private marketplace, and reserved deals.

Increased competition means increased revenue: In the integrated environment provided by Google Ad Manager, publishers can have more advertisers competing for their inventory, automatically increasing their revenue. Moreover, with bidding methods like EBDA, publishers can take their inventory to multiple demand partners without risking security.

Security and management: Everyone in ad industry is aware of ad frauds. These frauds have known to cause problem for publishers (such as affecting user experience or website ban). However, Google is dedicated to protect publishers from such frauds. Also, with Google managing the inventory and payments, publishers would’ve few things to worry about.

Integrate IAB standards: Google implements IAB Lab’s ads.txt to all the ad platform to combat domain spoofing. Due to this, publishers remain protected from ad injections and similar malpractices.

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