{"id":24982,"date":"2020-11-10T15:34:55","date_gmt":"2020-11-10T14:34:55","guid":{"rendered":"https:\/\/yieldbird.com\/?p=24982"},"modified":"2024-07-22T19:27:12","modified_gmt":"2024-07-22T17:27:12","slug":"google-ad-manager-vs-google-ad-manager-360-everything-you-need-to-know","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/google-ad-manager-vs-google-ad-manager-360-everything-you-need-to-know\/","title":{"rendered":"Google Ad Manager vs Google Ad Manager 360 &#8211; Everything You Need to Know"},"content":{"rendered":"\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">Google Ad Manager (formerly DoubleClick For Publisher), undisputedly has a commanding lead among Publishers\u2019 top ad tech partners, with over 80% of Publishers using Google Ad Manager as their top ad tech partner (source: <a href=\"https:\/\/www.adexchanger.com\/online-advertising\/google-ad-manager-maintains-lead-in-latest-advertiser-perceptions-ssp-report\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"color:#ff2450\" class=\"has-inline-color\">Advertiser Perceptions SSP Report<\/span><\/a>).<br><br>This world&#8217;s most popular ad management platform helps Publishers to sell and manage both ad inventory and campaigns. There are two main types of Google Ad Manager (GAM) accounts on the market: <strong>Ad Manager &#8211; previously known as DFP Small Businesses<\/strong> (the free version), and <strong>Ad Manager 360<\/strong> (the paid version). This article will shed light on the main differences between the two versions, revealing both their main features and the requirements for Publishers to be able to use them.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Google Ad Manager (GAM)<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><strong>GAM<\/strong> (previously known as DFP Small Business) is a free product with a no-minimum ad impressions requirement, and it is generally used by small to medium-sized Publishers.<br><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Monthly impression limit<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">Using the free version of GAM, you are allowed to serve even up to<strong> 200 million impressions per month <\/strong>to non-video ad units if you are located mainly in Eastern Europe and Arab or LATAM countries. The full list is available <strong><a href=\"https:\/\/www.google.com\/doubleclick\/publishers\/small-business\/terms\/\"><span style=\"color:#ff2450\" class=\"has-inline-color\">here<\/span><\/a><\/strong>.<br><br>This number decreases to <strong>180 million monthly impressions<\/strong> if you\u2019re not located in any of the above countries; however if you\u2019re located in the US, Canada, Australia, and New Zealand, this number changes to up to <strong>90 million impressions per month<\/strong> to non-video ad units. When the number of monthly impressions exceeds this number, the Publisher is charged an additional fee, individually negotiated with their account manager. After reaching the limit, you can contact Google to sign up for GAM 360, or get in touch with one of <a href=\"https:\/\/yieldbird.com\/wth-are-google-certified-publishing-partners\/\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>the Certified Google Publishing Partners<\/strong><\/span><\/a> in order to get access to an account.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Features<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-v2-02-1.png\" alt=\"\" class=\"wp-image-24986\" width=\"283\" height=\"361\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-v2-02-1.png 542w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-v2-02-1-236x300.png 236w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-v2-02-1-118x150.png 118w\" sizes=\"auto, (max-width: 283px) 100vw, 283px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><strong>GAM <\/strong>provides access to a decent number of features, including:<br>\u00b7 A complete toolkit to manage your ads for a multi-screen audience,<br>\u00b7 Access to the API,<br>\u00b7 Access to limited number of reports, including active view impressions, historical, reach, and standard or vast delivery,<br>\u00b7 Line item management,<br>\u00b7 Ad Unit Hierarchy: Up to Level 2 i.e. Parent and Child,<br>\u00b7 Formats: Native Ads, Responsive Ads, Video Ads,<br>\u00b7 Custom dimension key-values (note the limit is 5,000).<br><br>If you\u2019re a Publisher currently using GAM and looking to sign up for GAM 360, feel free to <strong><a href=\"https:\/\/yieldbird.com\/#contact-section\">get in touch<\/a><\/strong> with us.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Google Ad Manager 360 (GAM 360)<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><strong>GAM 360<\/strong>, the paid premium version of Ad Manager, caters to Publishers with larger volumes of traffic and more complex advertising setups, or simply more advanced needs. It offers several additional features over the free version, including access to Google Support.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Requirements<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">GAM 360 requires more than 90 million impressions per month. If you generate a smaller volume, you can still access the premium version on Ad Manager, but only through a GCPP.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/01\/Ad_Stack_Review_offer-1024x683.png\" alt=\"Ad Stack Review bespoke tips and recommendations to boost website monetization\" class=\"wp-image-26382 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\">Not sure if you are utilizing GAM in the best way possible? <a href=\"https:\/\/yieldbird.com\/adstackreview\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>Order a detailed report<\/strong><\/span><\/a>, explaining the current situation of your Ad Stack, pointing to what works well and what should be fixed or replaced by another solution.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Pricing<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">Pricing for Google Ad Manager 360 varies and typically depends on your requirements. To gain access, you will need to negotiate a contract with a Google Sales Representative. If you\u2019re accessing GAM through a GCPP, the price is usually based on a revenue share.&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Features<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-01-1.png\" alt=\"\" class=\"wp-image-24987\" width=\"282\" height=\"296\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-01-1.png 884w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-01-1-286x300.png 286w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-01-1-143x150.png 143w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/11\/0401-Art-10112020-01-1-768x805.png 768w\" sizes=\"auto, (max-width: 282px) 100vw, 282px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">Apart from the basic features available for Publishers who use Ad Manager, the premium version provides a lot of additional and very useful functionalities, such as <strong>Open Bidding<\/strong>, &amp; <strong>Programmatic Guaranteed<\/strong>.<br><br><em><strong>Open Bidding<\/strong><\/em>, aka Google response to Header Bidding, and formerly known as EBDA and Exchange Bidding, allows to integrate other SSPs to GAM so they can compete with AdX and other price-priority line items in real time server-to-server bidding. Simply put, Open Bidding increases the competition and demand for your inventory.<br><br><em><strong>Programmatic Guaranteed Deals<\/strong><\/em>,where buyers can directly buy a fixed number of impressions from the Publisher for a guaranteed price. Programmatic Guaranteed provides Publishers with access to premium advertisers who are looking for high inventory volumes and paying a premium.<br><br>Other <strong>GAM360<\/strong> functionalities include:<br>\u00b7 Advanced video options,<br>\u00b7 Detailed audience targeting, and auto-suggested ad units,<br>\u00b7 Special ad unit which requires traffickers to explicitly target the ad unit for line items to serve,<br>\u00b7 Formats: all ad formats supported by GAM SB and additional ones including rich media formats, and in-banner video,<br>\u00b7 Line Item Type Hierarchy: More 7 Level which include (Sponsorship, Standard, Adx),<br>\u00b7 Audience segments,<br>\u00b7 GAM data in data studio, a reporting tool dashboard,<br>\u00b7 More in-depth reporting and more reporting perimeters reports, including future sell-through, and invoiced impressions,<br>\u00b7 Team network settings which facilitate the giving and restricting of access to data, advertisers and ads to groups of users on a granular level,<br>\u00b7 Ads.txt. management,<br>\u00b7 Creative wrappers (pieces of HTML code that can be added before\/after creative code),<br>\u00b7 Direct access to Google Support.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Final Thoughts<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">The evidence suggests that Google has brought its product to the next stage with GAM 360, enabling Publishers to increase revenue and benefit from all additional functionalities. While some Publishers can find the process of setting up and understanding GAM 360 quite long and overwhelming, the premium version of Ad Manager is definitely worth investing in. If you\u2019re looking to upgrade, you can either discuss this with your Google Account Manager or reach out to Yieldbird. We at Yieldbird can help you assess and\/or optimize your GAM 360 account so as to realize its full potential. Schedule a no-obligation consultation with one of our experts.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background\" href=\"https:\/\/yieldbird.com\/#contact-section\" style=\"background-color:#ff2450\"><strong>Contact us!<\/strong><\/a><\/div>\n<\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Google Ad Manager (formerly DoubleClick For Publisher), undisputedly has a commanding lead among Publishers\u2019 top ad tech partners, with over 80% of Publishers using Google Ad Manager as their top ad tech partner (source: Advertiser Perceptions SSP Report). This world&#8217;s most popular ad management platform helps Publishers to sell and manage both ad inventory and [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":24983,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"content-category":[],"class_list":["post-24982","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-tech"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/24982","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=24982"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/24982\/revisions"}],"predecessor-version":[{"id":33381,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/24982\/revisions\/33381"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/24983"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=24982"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=24982"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=24982"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=24982"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}