Google Ad Manager Dashboard view 1

Last year Google merged their programmatic ad platforms ‘DoubleClick for Publishers’ and ‘DoubleClick Ad Exchange’ into one single unified programmatic platform named ‘Google Ad Manager’.

Updated September 24, 2019

This has made it easier for agencies and larger publishers to manage growing demand for programmatic access. When speaking of programmatic ad platforms, we refer to a real-time buying and selling of advertising space on websites, apps, and any other digital platform that supports programmatic buying and selling of ad space. These days the vast majority of all ad space is bought and sold programmatically. No human is involved in negotiations. That saves both advertisers and publishers a lot of time.

Doubleclick for Publishers and Doubleclick Ad Exchange merge in Google Ad Manager
Doubleclick for Publishers and Doubleclick Ad Exchange merge in Google Ad Manager

DoubleClick for Publishers (DFP) was the world’s most popular ad server. It allowed publishers to connect all ad networks within a single platform and have them compete in a real-time auction against each other. DFP would then show only the highest bidding ad on your site, maximizing earnings per ad view. DoubleClick Ad Exchange (AdX) on the other hand was Google’s own in-house ad network. Large publishers, ad agencies and brands would use AdX in order to monetize their websites. AdX was integrated into DFP by default, so that Google’s own ad network could compete in real-time with every other ad network a publisher was using. Now that Google’s Ad Manager has combined DFP & AdX, it is easier for publishers to earn more and grow revenue programmatically.

With an ever increasing variety of screens on which people spend their time such as mobile devices, live video and on-demand video, more advanced ad formats and ad management tools were needed. DFP & AdX evolved into Google Ad Manager in order to meet the needs of a drastically changing device, screen and user behaviour landscape. Ad Manager supports all modern ad formats across different publishing industries:

  • Apps
  • TV & Broadcast
  • Commerce
  • News & Publishing
  • Small Business

As a publisher you are probably asking yourself what the best programmatic ad product is that you should be using in order to monetize your website. Generally small & medium sized businesses use Google AdSense. Within AdSense ads are extremely easy to implement on your website or app, making it a straightforward process for small teams. Larger scale publishers with experienced staff are more likely to use Google’s Ad Manager as it offers very granular ad management options. Google also offers a 3rd publisher ad management platform called the Google Marketing Platform. The Google Marketing Platform is mostly suitable for very large publishers and agencies who require both DoubleClick & Analytics 360 to be fully integrated.

New Google Ad Product Names
Re-branding of Google Ad Products

Getting a Google Ad Manager account is not the same as signing up for an AdSense account. Website pageview requirements, traffic sources, as well as content quality all matter. If you are unable to receive access to Google Ad Manager via a google representative, you can request access via Pubprime.


Get Google Ad Manager ads for your site

We manage 100s of high quality publishers who have access to Google Ad Manager ad inventory through our Prime Publisher Platform. Apply for Google Ad Manager Access here.

Pubprime Google Ad Manager Site Monetization banner 1 1024x273 - Google Ad Manager Explained

Joining the Pubprime Ad Platform also provides access to other premium Google Ad products such as Google Custom Search Ads.

Getting access to Google Ad Manager and Google Custom Search ads through the Pubprime Ad Platform still requires publishers to meet all Google policy requirements. Pubprime also has other criteria such as a certain number of minimum monthly pageviews, as well as content & traffic quality requirements.