{"id":2711,"date":"2020-08-19T03:24:14","date_gmt":"2020-08-19T07:24:14","guid":{"rendered":"https:\/\/www.adpushup.com\/?page_id=2711"},"modified":"2023-08-18T14:38:02","modified_gmt":"2023-08-18T09:08:02","slug":"google-ad-manager","status":"publish","type":"page","link":"https:\/\/www.adpushup.com\/google-ad-manager\/","title":{"rendered":"Google Ad Manager: A Detailed Overview"},"content":{"rendered":"<header class=\"header h-fullscreen\"  style=\"background-color: #f7f7f7;\">\n\t\n\t\n\t\n\t<div class=\"container h-100\">\n\t\t\n\t\t<div class=\"row align-items-center h-100\">\n  <div class=\"col-md-5 mr-auto\">\n    <h1><strong>Google Ad Manager<\/strong><\/h1>\n    <br>\n    <p class=\"lead-2\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Get a complete overview of <strong>Google&#8217;s ad management platform for publishers<\/strong> with tools for managing inventory, creating orders, generating reports, monetizing web and app platforms, and more.<\/mark><\/p>\n    <br>\n    <a class=\"btn btn-danger btn-lg\" href=\"https:\/\/resources.adpushup.com\/google-ad-manager\/\" rel=\"nofollow noopener\" target=\"_blank\"> download guide <\/a>\n  <\/div>\n\n  <div class=\"col-md-6\">\n    <img decoding=\"async\"  src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager.jpg\" alt=\"Alternative Text\" \/>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/header>\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><a href=\"https:\/\/lp.adpushup.com\/adserver-guide\" rel=\"nofollow noopener\" target=\"_blank\">Google Ad Manager<\/a> is the next step for publishers if they are willing to grow their business after using <a href=\"https:\/\/www.adpushup.com\/google-adsense\/\">Google AdSense<\/a>. Even though there are a plethora of ad technologies available in the market, Google remains a marquee name \u2014 credit goes to quality and quantity offered by them.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">AdSense is a pretty easy-to-use service where Google takes care of most things and provides best practices to help publishers.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">However, things get technically complicated when publishers move to Google Ad Manager.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">To guide such publishers, we have created this resource to introduce them to Google Ad Manager.<\/mark><\/p>\n\n\n\n<div div=\"\" class=\"container\"> <div class=\"col-md-8 mx-auto\" ;=\"\" style=\"padding: 35px; border-style: solid;\">\n<p style=\"font-size: 20px\"><strong>Table of Contents:<\/strong><\/p>\n\t<ul>\n  \t<li><span class=\"has-inline-color has-dark-color\"><a href=\"#what-is-gam\">What is Google Ad Manager?<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#history-of-gam\">History of Google Ad Manager<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#glossary\">Google Ad Manager Glossary<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#ssp-and-ad-server\">Is Ad Manager Both An SSP And Ad Server?<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#benefits-for-publishers\">How Publishers Can Benefit from GAM<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#gam-dashboard\">A Detailed Look at the GAM Dashboard<\/a><\/span><\/li>\n        <ul>\n             <li><span class=\"has-inline-color has-dark-color\"><a href=\"#inventory\">Inventory (ad units, key-values, and targeting presents)<\/a><\/span><\/li>\n             <li><span class=\"has-inline-color has-dark-color\"><a href=\"#delivery\">Delivery (order, line items, and native ads)<\/a><\/span><\/li>\n             <li><span class=\"has-inline-color has-dark-color\"><a href=\"#reporting\">Reporting and templates<\/a><\/span><\/li>\n        <\/ul>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#optimize-line-items\">Create Line Items and Optimize Them<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#unified-auction\">How Inventory is Sold &#8211; Unified Auction by Google<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#open-bidding\">Open Bidding and Header Bidding<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#test-and-optimize\">Testing and Optimization in GAM<\/a><\/span><\/li>\n        <li><span class=\"has-inline-color has-dark-color\"><a href=\"#faq\">Frequently Asked Questions<\/a><\/span><\/li>\n\t<\/ul>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"what-is-gam\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>What is Google Ad Manager?<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Google Ad Manager (GAM) is a comprehensive ad management publisher platform designed to streamline ad delivery, reporting, and monetization. This is achieved by combining DoubleClick for Publishers and DoubleClick Ad Exchange.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">In short, DFP and AdX features are accessible on a single platform. Here are a few notable features:<\/mark><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Create, update, and deliver line items in DFP<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Manage sales, send invites for <a href=\"https:\/\/www.adpushup.com\/blog\/direct-ad-sales-how-and-why-to-sell-your-ad-inventory-directly\/\" target=\"_blank\" rel=\"noreferrer noopener\">direct deals<\/a>, and accept <a href=\"https:\/\/www.adpushup.com\/blog\/insertion-order\/\" target=\"_blank\" rel=\"noreferrer noopener\">insertion order<\/a><\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Manage web, mobile, and app inventory at one place<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Include AdSense and AdX <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-use-google-ad-manager-with-adsense-and-ad-exchange\/\" target=\"_blank\" rel=\"noreferrer noopener\">to compete<\/a> for impressions<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Comply with the latest privacy norms like GDPR, CCPA, and more<\/mark><\/li>\n<\/ul>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">With Google Ad Manager, publishers have a single management platform for all inventory (web and app) and various <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic deals<\/a> (direct and auction) running on them.<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading col-md-8 mx-auto\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">The Versions<\/mark><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Google Ad Manager further, has two types of accounts: Google Ad Manager for Small Businesses (free) and <a href=\"https:\/\/www.adpushup.com\/blog\/google-ad-manager-360-everything-you-get-with-gam-360\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ad Manager 360<\/a> (paid version).<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Here are fundamental differences between the two:<\/mark><\/p>\n\n\n\n<figure class=\"wp-block-table col-md-8 mx-auto\"><table><thead><tr><th><\/th><th><strong><span class=\"has-inline-color has-dark-color\">GAM for Small Publishers<\/span><\/strong><\/th><th><strong><span class=\"has-inline-color has-dark-color\">GAM 360<\/span><\/strong><\/th><\/tr><\/thead><tbody><tr><td><span class=\"has-inline-color has-dark-color\">Price<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Available for free<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Paid version, price depends on features selected by a publisher.<\/span><\/td><\/tr><tr><td><span class=\"has-inline-color has-dark-color\">Impressions<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Up to 150 million monthly impressions<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">To be negotiated with Google based on average impressions and additional features<\/span><\/td><\/tr><tr><td><span class=\"has-inline-color has-dark-color\">Features<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Line item management, historical data,<a href=\"https:\/\/support.google.com\/admanager\/search?q=reports\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> customized reporting<\/a>, and access to API.<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Everything offered by GAM for Small Business + customized features and direct Google support.<\/span><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"history-of-gam\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>History of Google Ad Manager<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">In 2018, Google <a href=\"https:\/\/www.adweek.com\/digital\/google-is-retiring-doubleclick-and-rebranding-its-entire-digital-advertising-suite\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">rebranded<\/a> some of its services to make them more user friendly.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">We have Google Ads in place of Google Adwords. Google Marketing Platform dissolved DoubleClick and Analytics 360 suite. And finally, DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) are rebranded as Google Ad Manager.<\/mark><\/p>\n\n\n<div class=\"wp-block-image col-md-8 mx-auto\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Rebranding.png\" alt=\"Google rebranding\" class=\"wp-image-2728\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Rebranding.png 1024w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Rebranding-300x169.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Rebranding-768x432.png 768w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Rebranding-600x338.png 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Image Source: ThinkWithGoogle<\/figcaption><\/figure><\/div>\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Before that, <a href=\"https:\/\/www.adpushup.com\/blog\/google-dfp-doubleclick-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">DoubleClick for Publishers<\/a> (DFP) and <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-get-access-to-google-ad-exchange\/\" target=\"_blank\" rel=\"noreferrer noopener\">DoubleClick Ad Exchange<\/a> (AdX) were separate services accessed via different dashboards. DFP was responsible for ad serving, and AdX was a marketplace for publishers to reach a bigger pool of advertisers.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">When it comes to services, things are still the same but managed under one dashboard &#8211; Google Ad Manager.<\/mark><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"glossary\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>Google Ad Manager Glossary<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">With tech, comes jargon. Before diving right into GAM features, let\u2019s first learn about all the terminologies used. Here are those:<\/mark><\/p>\n\n\n\n<figure class=\"wp-block-table col-md-8 mx-auto is-style-stripes\"><table><tbody><tr><td><strong><span class=\"has-inline-color has-dark-color\">Inventory:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">Complete ad space available on your website for sale. Inventory can be represented as the number of ad units per page * total number of pages.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Ad unit:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">Any individual slot where ads can appear. Ad units come in multiple sizes and are placed in many locations. These are building blocks of your ad inventory.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Order:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">A.K.A. campaign, an order is a request placed by an advertiser on a publisher\u2019s website. It can be an ongoing or time-bound activity and include multiple ad sizes.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Line item:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">Every order includes at least one line item. It contains details of ad units to be placed on the website, including size, placement, creative type, targeting options, among other information.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Creative:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">The actual ad that is seen by users. Publishers can manage creatives as an image, video, audio file, or an ad code from an ad network connected to their DFP.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Targeting:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">This helps limit the campaign to display the ad to a specific user type. Each line item can be targeted with options offered by GAM (discussed in detail later).<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Placement:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">It is a way to group ad units and sell them as a single offering. For instance, if you want to sell all leaderboard ads appearing on a specific category page, then ad placement feature can be used.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Forecast:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">DFP predicts the revenue potential by assessing the site\u2019s traffic and past performance of your line items. This shows real-time data of available inventory for sale and helps improve the performance of specific line items.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Release inventory:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">Releasing inventory frees up inventory that has been reserved by a line item. For instance, a line item was created to serve 20K impressions, but you had to stop it at 10K, then your forecast system should show 10K available inventory for other line items to use.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Line item types:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">When creating a line item, you can give it a sale type. This will help to prioritize line items as they compete for an impression. Here are available line item types:<\/span><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-table col-md-8 mx-auto\"><table><thead><tr><th><strong><span class=\"has-inline-color has-dark-color\">Type<\/span><\/strong><\/th><th><strong><span class=\"has-inline-color has-dark-color\">Priority<\/span><\/strong><\/th><th><strong><span class=\"has-inline-color has-dark-color\">Description<\/span><\/strong><\/th><\/tr><\/thead><tbody><tr><td><span class=\"has-inline-color has-dark-color\">Sponsorship<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">4<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Used for direct deals with a defined percentage of impressions and a start and end time.<\/span><\/td><\/tr><tr><td><span class=\"has-inline-color has-dark-color\">Standard<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">6, 8, 10<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Used for direct deals with defined impression goals and start and end time.<\/span><\/td><\/tr><tr><td><span class=\"has-inline-color has-dark-color\">Network<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">12<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Used to serve ads from partnered ad networks.<\/span><\/td><\/tr><tr><td><span class=\"has-inline-color has-dark-color\">Bulk<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">12<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Used for partners who order a maximum number of impressions without guarantees and any restrictions about delivery timelines.<\/span><\/td><\/tr><tr><td><span class=\"has-inline-color has-dark-color\">Price priority<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">12<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">Used to fill <a href=\"https:\/\/www.adpushup.com\/blog\/remnant-inventory-tips-to-efficiently-manage-unsold-ad-space\/\" target=\"_blank\" rel=\"noreferrer noopener\">remnant inventory<\/a> with highest paying line item<\/span><\/td><\/tr><tr><td><span class=\"has-inline-color has-dark-color\">House<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">16<\/span><\/td><td><span class=\"has-inline-color has-dark-color\">When none of the above line items can serve an ad, house line items are used to show in-house banner\/promotion as a fallback.<\/span><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-table col-md-8 mx-auto is-style-stripes\"><table><tbody><tr><td><strong><span class=\"has-inline-color has-dark-color\"><strong>Asynchronous code:<\/strong><\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">This makes webpage content and ad tag to load without depending on each other. Asynchronous code offers a good user experience by&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/publisher-ads-audits-for-lighthouse-is-your-ad-loading-speed-up-to-the-mark\/\" target=\"_blank\">decreasing page load time<\/a>.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\"><strong>Dynamic allocation:<\/strong><\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">A DFP feature that allows direct-sold campaigns to compete with AdX, AdSense, or remnant line items without interfering with the ultimate goal of those guaranteed line items.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\">Daisy-chaining:<\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">A process where a creative is required to call multiple third-party buyers, one after the other if the previous one is unable to serve. DFP does not recommend the practice due to performance and cost reasons.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\"><strong>Dayparting:<\/strong><\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">A process of dividing a day into different parts to define which ads should be run during which sections of the day. DFP gives targeting options to schedule the delivery of ads within predefined windows of time.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\"><strong>Fallback:<\/strong><\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">Fallback is a backup creative displayed when ad units are unable to show the primary ad (can be due to technical error or line item shortage). This prevents or minimizes revenue loss caused by the primary ad not being served.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\"><strong>Frequency capping:<\/strong><\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">A&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/frequency-capping\/\" target=\"_blank\">feature that restricts<\/a>&nbsp;the same ad to appear on the user\u2019s screen multiple times within a period.<\/span><\/td><\/tr><tr><td><strong><span class=\"has-inline-color has-dark-color\"><strong>Exclusion label:<\/strong><\/span><\/strong><\/td><td><span class=\"has-inline-color has-dark-color\">This is used to make sure that a specific line item is not served along with other line items that have the same label. This can help a publisher avoid conflict of interest when running orders from competing brands.<\/span><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">If we have missed something, check <a href=\"https:\/\/support.google.com\/admanager\/table\/7636513\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">this list for more information<\/a>.<\/mark><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"ssp-and-ad-server\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>Is Ad Manager Both An SSP And Ad Server?<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Yes.<\/mark><\/p>\n\n\n\n<blockquote class=\"wp-block-quote col-md-8 mx-auto is-layout-flow wp-block-quote-is-layout-flow\">\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Automation continues to change the way we do business, with advertisers looking to transact all their campaigns, guaranteed or not, programmatically. That\u2019s why we broke away from the traditional constraints of \u201cad servers\u201d and \u201cSSPs\u201d to build new programmatic solutions directly into the product we now call Ad Manager\u2014from 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.<\/mark><\/p>\n<cite><a href=\"https:\/\/www.blog.google\/products\/admanager\/introducing-google-ad-manager\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google<\/a><\/cite><\/blockquote>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">In short, Google has combined every aspect of the ad industry to give a comprehensive ad platform that increases competition in the market for better yield.<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading col-md-8 mx-auto\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">What About Google AdSense?<\/mark><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><a href=\"https:\/\/www.adpushup.com\/google-adsense\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google AdSense<\/a> is kept separate from Google Ad Manager. This is because Google Ad Manager unites high yielding publishers and advertisers. Whereas AdSense is for small-to-medium publishers.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">For new blooming publishers, AdSense is the first step to ad monetization. However, when publishers start to get a good number of pageviews, it\u2019s time to move to GAM. With GAM, publishers can sell inventory via various revenue models such as CPC, PPC, CPM, CPI, CPA, CPL. And reach out to demand partners of their own choice by inviting them to bid on the impressions.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Publishers using Google Ad Manager are allowed to work with <a href=\"https:\/\/www.adpushup.com\/blog\/a-beginners-guide-to-ad-servers-plus-8-ad-servers-reviewed\/\" target=\"_blank\" rel=\"noreferrer noopener\">third-party ad servers<\/a>, SSPs, and <a href=\"https:\/\/www.adpushup.com\/blog\/top-ad-exchanges-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">exchanges<\/a>; and even add them to various line items to further improve their yield.<\/mark><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"benefits-for-publishers\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>How Publishers Can Benefit from GAM<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Multiple features to choose:<\/strong> With Google Ad Manager, publishers can choose to run numerous campaigns programmatically, guaranteed or not. Furthermore, they can optimize the inventory from open auction,<a href=\"https:\/\/www.adpushup.com\/blog\/the-rise-of-private-marketplaces\/\" target=\"_blank\" rel=\"noreferrer noopener\"> private marketplace<\/a>, and reserved deals.\u00a0<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Increased competition means increased revenue:<\/strong> In the integrated environment provided by Google Ad Manager, publishers can have more advertisers competing for their inventory \u2014 automatically growing their revenue. Moreover, with bidding methods like<a href=\"https:\/\/www.adpushup.com\/blog\/google-exchange-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\"> EBDA<\/a> (now <a href=\"https:\/\/www.adpushup.com\/blog\/how-does-open-bidding-work-in-google-ad-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\">Open Bidding<\/a>), publishers can take their inventory to multiple demand partners without risking security.\u00a0<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Security and management:<\/strong> Everyone in the ad industry is aware of<a href=\"https:\/\/www.adpushup.com\/blog\/types-of-ad-fraud\/\" target=\"_blank\" rel=\"noreferrer noopener\"> ad fraud<\/a>, causing issues such as affecting user experience or website ban. Google inculcates the best security measures to keep its advertising platform safe. Also, with Google managing the inventory and payments, publishers would have few things to worry about.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Integrate IAB standards:<\/strong> Google implements IAB Lab\u2019s<a href=\"https:\/\/www.adpushup.com\/blog\/implement-ads-txt\/\" target=\"_blank\" rel=\"noreferrer noopener\"> ads.txt<\/a> to all the ad platforms to combat<a href=\"https:\/\/www.adpushup.com\/blog\/what-is-domain-spoofing\/\" target=\"_blank\" rel=\"noreferrer noopener\"> domain spoofing<\/a>. Due to this, publishers remain protected from<a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ad-injection\/\" target=\"_blank\" rel=\"noreferrer noopener\"> ad injections<\/a> and related <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-remove-malvertising-key-practices-to-follow\/\" target=\"_blank\" rel=\"noreferrer noopener\">malpractices<\/a>. Moreover, it offers ad units that are marked non-intrusive by IAB to keep ad market healthy for users as well.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Detailed reporting:<\/strong> GAM&#8217;s reporting features allows virtually to create any type of report &#8211; from yield report of specific demand partner to performance of ad units. These reports can be customized based on the dimensions and metrics. We will be discussing this in detail later, but you can also check this quick<a href=\"https:\/\/www.adpushup.com\/blog\/how-to-generate-google-ad-manager-reports\/\" target=\"_blank\" rel=\"noreferrer noopener\"> guide to create the Google ad manager report<\/a>.<\/mark><\/p>\n\n\n\n<h2 class=\"wp-block-heading col-md-8 mx-auto\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Get Started with Google Ad Manager<\/mark><\/h2>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Google Ad Manager is often referred to as the premium version of Google AdSense. With GAM, publishers get access to top-end advertising brands,<a href=\"https:\/\/www.adpushup.com\/blog\/explainer-the-four-types-of-programmatic-deals\/\" target=\"_blank\" rel=\"noreferrer noopener\"> programmatic exchange<\/a>, and <a href=\"https:\/\/us.sganalytics.com\/blog\/top-competitive-intelligence-tools-2023\/\" target=\"_blank\" rel=\"noreferrer noopener external nofollow\">advanced competitive intelligence tools<\/a>.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">For publishers, there are two ways to access Google Ad Manager:<\/mark><\/p>\n\n\n\n<ol class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Sign in to Google Ad Manager using Google AdSense account. Google will then review the publisher\u2019s application and approve if everything falls under the requirements.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Alternatively, the publisher should be working with a Google Certified Publishing Partner (like AdPushup) and get an invitation from them to join Google Ad Manager.<\/mark><\/li>\n<\/ol>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"gam-dashboard\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>A Detailed Look at the GAM Dashboard<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image col-md-8 mx-auto\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"498\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-Dashboard-1024x498.png\" alt=\"Google Ad Manager Dashboard\" class=\"wp-image-2727\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-Dashboard-1024x498.png 1024w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-Dashboard-300x146.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-Dashboard-768x373.png 768w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-Dashboard-600x292.png 600w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-Dashboard.png 1035w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Inventory:<\/strong> It stores details of all ad units available on the publisher\u2019s property (including web, mobile, and app) to sell. Further, the inventory can be grouped into categories to help advertisers target them.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Delivery:<\/strong> This is where you create\/update orders and line items from advertisers. The line item stores the information related to deal between publisher and advertiser, including details of ad (size, format, placement), deal type (direct or programmatic), CPM, time-period of a deal, and more.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Reporting:<\/strong> You can create customized reports just by selecting the data sets. GAM also has predefined reporting templates that can be used to generate\/schedule reports as per requirements.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Admin:<\/strong> This is where you can manage your account, add\/remove users, and assign them specific access points to use.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Here\u2019s a detailed explanation of each:<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-5 pb-5 text-center col-md-8 mx-auto\" id=\"inventory\" style=\"background-color: #fff; background-image: linear-gradient(to top, #09203f 0%, #537895 100%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>Inventory<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Inventory in Google Ad Manager is the total ad space divided into sub-sections such as ad units, mobile app, key-values, and more for better management.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Components of Inventory:<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Ad units<\/span><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Ad units represent the spaces on your website or app where you want to show ads. It is defined by using attributes like size and format. Google Ad Manager generates a tag (a code snippet) for each unit. This tag is then inserted into the webpages.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">When a user visits the page, the ad tag requests an ad from Ad Manager. Then the Ad Manager finds the suitable line item and shows an eligible ad to that user.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><a href=\"https:\/\/support.google.com\/admanager\/answer\/177203\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>Create an ad unit:<\/strong><\/a><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Google <strong>Ad Manager<\/strong> > <strong>Inventory <\/strong>> <strong>Ad units<\/strong>.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Click on <strong>New ad unit<\/strong>. You can add a parent ad unit to this new unit which will help manage multiple units.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Enter a unique code to identify the ad unit; this can\u2019t be changed later.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Set name and description to move to the next step to add size.\u00a0<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">If this is a video\/audio ads, enter video\/audio size.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Next, you can edit details such as add it to placement for placement targeting, enable AdSense for this unit, set refresh rate, and more.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Click <strong>Save<\/strong>. The new ad unit appears on the table.<\/mark><\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Mobile apps<\/span><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">This is for publishers who want to claim mobile apps to target them in line items, pricing rules, and more. Your mobile app inventory should start appearing here.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Google Ad Manager Mobile In-app can be used with leading platforms such as Android and iOS. If you have already integrated Google Mobile Ads (GMA) SDK in your app, then combining it with GAM would be easy. The same GMA SDK can be used for GAM, AdX, and AdMob.\u00a0<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Once this is done, you can create\/update line items for work on your mobile inventory.<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Key-values<\/span><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Key-values let you define custom targeting. Key-values are custom parameters used by GAM to identify inventory, page, or ad slot. Publishers can also use visitors location, age, interests, and more to create key-values.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">There are two types of key-values available:<\/mark><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Predefined key-values <\/strong>are used when range or attribute is known to publishers. For instance, the audience looking for a car, here key-value is car.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Dynamic key-values<\/strong> (or \u2018Free Form\u2019) are used when the server dynamically collects the user demographics and sends the ad request, simultaneously. For instance, the audience using a smartphone (key-value is device type) will only be identified after they load the webpage.<\/mark><\/li>\n<\/ul>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">These key-values are included in ad tags. When GAM gets an ad request with key-values in it, line items are filtered based on these key-values.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">For instance, you have clubbed all your sports pages; the key-value targeting feature will give these pages a unique ID (or key-value). Whenever an ad unit with these values is ready to serve an impression, the server will look for line items enabled for key-value targeting and find the best match.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">This can also be created based on specific demand from advertisers and buyers to reach their intended audience or demographic.<\/mark><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div class=\"wp-block-columns col-md-8 mx-auto is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.adpushup.com\/blog\/how-to-use-key-value-targeting-in-google-ad-manager\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/target.png\" alt=\"\" class=\"wp-image-2742\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/target.png 500w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/target-300x300.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/target-150x150.png 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a href=\"https:\/\/www.adpushup.com\/blog\/how-to-use-key-value-targeting-in-google-ad-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Use Key-value Targeting in Google Ad Manager<\/a><\/h3>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-right is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-danger-background-color has-background wp-element-button\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-use-key-value-targeting-in-google-ad-manager\/\" style=\"border-radius:2px\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read more<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Targeting presents<\/span><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">This is used to group various targeting setups to reuse them with other networks. For instance, if you often get buyers looking for English speaking audiences of the 25-40 age group, then you can use this feature to create a preset and save time. You can apply them via the targeting picker from:<\/mark><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Line items<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Proposal line items<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Video ad rules<\/mark><\/li>\n<\/ul>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Targeting presets are not tied to the items for which they were created. And if you update targeting present, it will only apply to future items \u2014 not items that previously used that preset \u2014 the same is true if you delete a targeting preset.<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Network settings<\/span><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">If you have inventory distributed across various networks, this where you can manage them. GAM is also capable of suggesting ad networks to add (such as AdSense).<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">To add a network, you need to:<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Select target window:<\/strong> To choose whether you want ads from this network to open in a new window or same.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Mention reward:<\/strong> If you give a reward to your user to watch an ad, you can enter those details here. For instance, if watching a 10-second video gives users ten lives in a game, enter a &#8216;Reward amount&#8217; of &#8217;10&#8217; and a &#8216;Reward type&#8217; of &#8216;lives.<\/mark>&#8216;<\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Include AdSense: <\/strong>To make it compete against AdSense, you can select this checkbox. If AdSense can provide a higher-paying ad, an AdSense ad will show.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Add frequency caps: <\/strong>Limit the number of times users are shown creatives by adding a maximum number of impressions per user.<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-5 pb-5 text-center col-md-8 mx-auto\" id=\"delivery\" style=\"background-color: #fff; background-image: linear-gradient(to top, #09203f 0%, #537895 100%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>Delivery<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Within the Delivery tab, you get options to create order and line items as per the requirements of your buyers. You can further check delivered ads, paused line items, add\/edit creative, and troubleshoot issues with them.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Components of Delivery:<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Order<\/span><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Orders are one of the main building blocks of creating an ad campaign in Ad Manager. Along with line items, they represent the details of an agreement between you and a buyer of your ad inventory.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">An Order contains high-level information, such as:<\/mark><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Who is buying your ad inventory (the advertiser or buyers involved)<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">People responsible for managing this ad campaign<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Line items created for this order<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Specifics of ad creatives to show on your site<\/mark><\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Line items<\/span><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Line items are created to display specific ad creatives mentioned in the parent Order. A line item only belongs to one Order and cannot be created without one. It contains details such as:<\/mark><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Start and end date of the campaign<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Number of impressions to serve<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Negotiated cost for the campaign<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Targeting criteria asked by the advertiser.<\/mark><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div class=\"wp-block-columns col-md-8 mx-auto is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.adpushup.com\/blog\/line-items-dfp\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/snap.png\" alt=\"\" class=\"wp-image-2741\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/snap.png 500w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/snap-300x300.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/snap-150x150.png 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/line-items-dfp\/\" target=\"_blank\">Google Ad Manager Line Items and Priorities Explained<\/a><\/h3>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-right is-layout-flex wp-container-core-buttons-is-layout-2 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-danger-background-color has-background wp-element-button\" href=\"https:\/\/www.adpushup.com\/blog\/line-items-dfp\/\" style=\"border-radius:2px\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read more<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Native ads<\/span><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Publishers get a separate section to manage native ads in DFP. They get a responsive feature that adjusts as per the device and geography to users. Ad Manager optimizes the layout of native ads to blend with the webpage while keeping it brand-specific at the same time.<\/mark><\/p>\n\n\n<div class=\"wp-block-image col-md-8 mx-auto\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"406\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/native-ads-in-GAM-1024x406.png\" alt=\"native ads in GAM\" class=\"wp-image-2723\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/native-ads-in-GAM-1024x406.png 1024w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/native-ads-in-GAM-300x119.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/native-ads-in-GAM-768x305.png 768w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/native-ads-in-GAM-600x238.png 600w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/native-ads-in-GAM.png 1308w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">You can test multiple styles for the same inventory segment. Style performance can be tracked by using \u2018Native Style\u2019 as a query tool dimension in DFP. Make sure to experiment with styles to find the ones that perform best on your website or app.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Download Google\u2019s <a href=\"https:\/\/storage.googleapis.com\/support-kms-prod\/51i8k6YO1CeICTqke6cX4al1ZWc7VuL65Rbg\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><em>Native Playbook<\/em><\/a> for advice on how to customize your in-feed units (which require more customization than in-article units) for better UX.<\/mark><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div class=\"wp-block-columns col-md-8 mx-auto is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.adpushup.com\/blog\/the-beginners-guide-to-dfp-native-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/text.png\" alt=\"\" class=\"wp-image-2740\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/text.png 500w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/text-300x300.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/text-150x150.png 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a href=\"https:\/\/www.adpushup.com\/blog\/the-beginners-guide-to-dfp-native-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Guide to Creating and Running Native Ads in Google Ad Manager<\/a><\/h3>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-right is-layout-flex wp-container-core-buttons-is-layout-3 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-danger-background-color has-background wp-element-button\" href=\"https:\/\/www.adpushup.com\/blog\/the-beginners-guide-to-dfp-native-ads\/\" style=\"border-radius:2px\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read more<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-5 pb-5 text-center col-md-8 mx-auto\" id=\"reporting\" style=\"background-color: #fff; background-image: linear-gradient(to top, #09203f 0%, #537895 100%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>Reporting<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">With Google Ad Manager, you can create reports of every service and task managed on the platform \u2014 demand partners, yield partners, AdSense, Ad Exchange, and other linked services.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Here are some features they can access via GAM Reporting panel:<\/mark><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Create reports to view performance by week, quarter, month, or specify a fixed date range.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Filter delivery data with dimensions and metrics<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Schedule and share report results<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Generate reports from predefined templates<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Export extensive reports in a variety of formats, including Excel and CSV<\/mark><\/li>\n<\/ul>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><strong><span class=\"has-inline-color has-dark-color\">What are report dimensions and metrics?<\/span><\/strong><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">In Google Ad Manager, reports are customized based on the dimensions and metrics. Dimensions are elements used by your <a href=\"https:\/\/lp.adpushup.com\/adserver-guide\" rel=\"nofollow noopener\" target=\"_blank\">ad server<\/a>, network, and exchange (like programmatic deal types, ad units, advertiser verticals, etc.). And metrics are used to measure a dimension (like CTR, Active View, etc.).<\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading col-md-8 mx-auto\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Templates<\/mark><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Templates (previously, System Queries) are built-in criteria and filters that help you generate quick reports.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Choose the report template you&#8217;d like to use from the list of available templates. A new report will be started using the pre-selected report criteria contained in the template, such as report type, metrics, and dimensions.<\/mark><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div class=\"wp-block-columns col-md-8 mx-auto is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.adpushup.com\/blog\/how-to-generate-google-ad-manager-reports\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/case-study.png\" alt=\"\" class=\"wp-image-2695\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/case-study.png 500w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/case-study-300x300.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/case-study-150x150.png 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a href=\"https:\/\/www.adpushup.com\/blog\/how-to-generate-google-ad-manager-reports\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Generate Reports in Google Ad Manager<\/a><\/h3>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-right is-layout-flex wp-container-core-buttons-is-layout-4 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-danger-background-color has-background wp-element-button\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-generate-google-ad-manager-reports\/\" style=\"border-radius:2px\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read more<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"optimize-line-items\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>Create Line Items and Optimize Them<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Now that you have seen the GAM dashboard, the next step is to set up the line items to start selling the impressions. Here are brief steps, you need to follow:<\/mark><\/p>\n\n\n<div class=\"wp-block-image col-md-8 mx-auto\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"477\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Inventory-tab-in-GAM-1024x477.png\" alt=\"create ad units in GAM\" class=\"wp-image-2726\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Inventory-tab-in-GAM-1024x477.png 1024w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Inventory-tab-in-GAM-300x140.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Inventory-tab-in-GAM-768x358.png 768w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Inventory-tab-in-GAM-600x279.png 600w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Inventory-tab-in-GAM.png 1035w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Define the ad unit:<\/strong> First, you need to define ad units, areas on your website where you allow online ads.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Create orders:<\/strong> Order specifies advertiser or demand partner. All line items from an advertiser go under the specific Order created for it.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Create line items:<\/strong> Line item stores details related to deal &#8211; programmatic, direct, remnant, type of ad format, targeting allowed, and more.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Add creatives:<\/strong> When it comes to showing ads, publishers can either add an URL or use images provided by advertisers. All these can be managed under Delivery >> Creatives.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Generate ad tags:<\/strong> Finally, once you are done creating ad units, you generate ad tags and place them on your webpages.<\/mark><\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"unified-auction\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>How Inventory is Sold &#8211; Unified Auction by Google<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><a href=\"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Unified Auction<\/a> enables all ad networks, exchanges, and agencies bidding via Google to have an equal chance to bid for an inventory. All demand will get simultaneous <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" target=\"_blank\" rel=\"noreferrer noopener\">bid requests<\/a> from Google servers; this is to run a single auction rather than multiple demand-level auctions.\u00a0<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Google presented a<a href=\"https:\/\/www.adpushup.com\/blog\/google-ad-manager-unified-pricing-rules-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\"> Unified Pricing rule<\/a> where a standard pricing rule will be applied to Ad Exchange, Exchange Bidding, Network, Bulk, and Price Priority line items.<\/mark><\/p>\n\n\n<div class=\"wp-block-image col-md-8 mx-auto\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"779\" height=\"465\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/open-bidding-unified-auction.jpg\" alt=\"open bidding unified auction\" class=\"wp-image-2724\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/open-bidding-unified-auction.jpg 779w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/open-bidding-unified-auction-300x179.jpg 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/open-bidding-unified-auction-768x458.jpg 768w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/open-bidding-unified-auction-600x358.jpg 600w\" sizes=\"(max-width: 779px) 100vw, 779px\" \/><\/figure><\/div>\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">This step is taken to bring transparency between supply- and demand-side \u2014 by allowing partners a fair deal to win an impression.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">In processing, unified auction sounds similar to header bidding \u2014 calling multiple demands to increase ad revenue. However, header bidding is a technology that depends on the wrapper (<a href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/\" target=\"_blank\" rel=\"noreferrer noopener\">JS code added to website head code<\/a>). In contrast, the unified auction is a feature of an ad server to give an equal chance to publisher\u2019s partners to buy ad units.<\/mark><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"open-bidding\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>Open Bidding and Header Bidding<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Emarketer data shows a<a href=\"https:\/\/www.emarketer.com\/content\/more-publishers-are-using-a-hybrid-header-bidding-approach\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> 50% increase in publishers investing in a hybrid approach<\/a> over just client-side or server-side header bidding.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Google understood the need and gave publishers a platform to run Google Open Bidding and Header Bidding in parallel in its Ad Manager platform.<\/mark><\/p>\n\n\n<div class=\"wp-block-image col-md-8 mx-auto\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"779\" height=\"443\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/hybrid-header-bidding-1.png\" alt=\"hybrid header bidding\" class=\"wp-image-2725\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/hybrid-header-bidding-1.png 779w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/hybrid-header-bidding-1-300x171.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/hybrid-header-bidding-1-768x437.png 768w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/hybrid-header-bidding-1-600x341.png 600w\" sizes=\"(max-width: 779px) 100vw, 779px\" \/><\/figure><\/div>\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Google Ad Manager runs a unified auction between Ad Exchange, Open Bidding, and header bidding, all at once. All three platforms compete with one another, and the highest bid before timeout gets the impression.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">With <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">hybrid header bidding<\/a>, publishers get increased demand and competition. And advertisers get a fair chance to bid.<\/mark><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<section class=\"section text-white pt-7 pb-7 text-center col-md-8 mx-auto\" id=\"test-and-optimize\" style=\"background-color: #fff; background-image: linear-gradient(315deg, #3f0d12 0%, #a71d31 74%);\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n    <h1>Testing and Optimization in GAM<\/h1>\n    <p class=\"lead-2 mt-6\"><\/p>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Leveraging ad testing with Google Ad Manager helps publishers to optimize their ads without changing the existing set-up in the server. This allows publishers to understand the profitability of ad units, advertisers, or line items before making them live on the site.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\"><strong><span class=\"has-inline-color has-dark-color\">Prerequisites for testing<\/span><\/strong><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Before starting with the test, you need to make sure of certain things, such as:\u00a0<\/mark><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Your Ad Manager settings are correct.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">You are ready to test on various channels (such as desktop, mobile, and different browsers)<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">And you have third-party elements (such ad fraud prevention companies) to include in your test.<\/mark><\/li>\n<\/ul>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><strong><span class=\"has-inline-color has-dark-color\">Testing steps to follow:<\/span><\/strong><\/p>\n\n\n\n<ol class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Create test objects<\/strong> for ad units, advertisers, line items, and creatives &#8211; name them correctly to avoid confusing them with the live ones.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Generate response for test data.<\/strong> You will need pageviews and impressions from users with actual IP addresses surfing via different browsers.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Test ad manager tags.<\/strong> Ad Manager has a character limit for ad tags of 2,083 characters. Customizing ad units adds more characters to its tag, check ad tags using <a href=\"https:\/\/www.adpushup.com\/blog\/an-overview-of-google-publisher-tag-gpt\" target=\"_blank\" rel=\"noreferrer noopener\">Google Publisher Tag<\/a>.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Set up tags on multiple layouts.<\/strong> You need to check if ads are appearing fine on desktop and mobile devices.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Check the delivery of creatives.<\/strong> Finally, check whether the right creatives are appearing in the ad units in correspondence with their line items.<\/mark><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div class=\"wp-block-columns col-md-8 mx-auto is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.adpushup.com\/blog\/a-guide-to-ad-testing-in-dfp\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/policy.png\" alt=\"\" class=\"wp-image-2696\" srcset=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/policy.png 500w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/policy-300x300.png 300w, https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/policy-150x150.png 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/a-guide-to-ad-testing-in-dfp\/\" target=\"_blank\">How to Test Your Google Ad Manager (DFP) Setup?<\/a><\/h3>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-right is-layout-flex wp-container-core-buttons-is-layout-5 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-danger-background-color has-background wp-element-button\" href=\"https:\/\/www.adpushup.com\/blog\/a-guide-to-ad-testing-in-dfp\/\" style=\"border-radius:2px\" target=\"_blank\" rel=\"noreferrer noopener\">Read more<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-danger-color has-css-opacity has-danger-background-color has-background is-style-wide col-md-8 mx-auto\"\/>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading col-md-8 mx-auto\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">In Closing<\/mark><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Since the re-branding in 2018, Google has made a few changes to the interface to make it more user friendly. These changes are expected to continue as Google updates its product and services.<\/mark><\/p>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">Some noteworthy<a href=\"https:\/\/www.adpushup.com\/blog\/key-features-of-the-new-google-ad-manager-interface\/\" target=\"_blank\" rel=\"noreferrer noopener\"> updates to Google Ad Manager interface are<\/a>:<\/mark><\/p>\n\n\n\n<ul class=\"col-md-8 mx-auto wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Addition of &#8216;Creative&#8217; library:<\/strong> This is a dedicated section for publishers to collect and store all creatives.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Renaming:<\/strong> A few options were renamed to improve user understanding of the terms. For instance, &#8216;Queries&#8217; is now &#8216;Reports,\u2019 \u2018System Queries\u2019 is now called &#8216;Templates,\u2019 and<a href=\"https:\/\/support.google.com\/admanager\/answer\/9598413\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> many others were changed<\/a>.<\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\"><strong>Changes in line item:<\/strong> The top-level targeting type has now been named as &#8216;Custom Targeting.\u2019 &#8216;Inventory Type&#8217; has been introduced to further define in what contexts are your ads correctly being served.<\/mark><\/li>\n<\/ul>\n\n\n\n<p class=\"col-md-8 mx-auto\" style=\"font-size:17px\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">We will keep this page updated with such changes. Feel free to share it with your team.<\/mark><\/p>\n\n\n<section class=\"section pt-5\" id=\"faq\" >\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t<header class=\"section-header\"><h2>Frequently Asked Questions<\/h2><br><p class=\"lead\">Got a question? We&#8217;ve got answers.<\/p><\/header>\n\t\t<div class=\"row\">\n  <div class=\"col-md-8 mx-auto\">\n\n    <div class=\"accordion accordion-connected accordion-arrow-right\" id=\"accordion-faq-1662648664\">\n      <div class=\"card\">\n  <h5 class=\"card-title\">\n    <a class=\"collapsed\" data-toggle=\"collapse\" href=\"#collapse-faq-1662648664-1\">\n      <strong><strong>What is the difference between GAM, AdSense, and Ad Exchange?<\/strong><\/strong>\n    <\/a>\n  <\/h5>\n\n  <div id=\"collapse-faq-1662648664-1\" class=\"collapse\" data-parent=\"#accordion-faq-1662648664\">\n    <div class=\"card-body\"><span class=\"has-inline-color has-dark-color\">&#8211; Google ad manager is an <strong>ad server<\/strong> through which publishers can manage, optimize, and serve ads on their website.<br>&#8211; AdSense is an <strong>ad network<\/strong> through which publishers can sell their inventory to Google Ads advertisers.<br>&#8211; Google AdX is a <strong>marketplace<\/strong> where publishers can find varied demand partners and branded advertisers to secure a direct or auctioned deal.<\/span><\/div>\n  <\/div>\n<\/div><div class=\"card\">\n  <h5 class=\"card-title\">\n    <a class=\"collapsed\" data-toggle=\"collapse\" href=\"#collapse-faq-1662648664-2\">\n      <strong><strong>How much does it cost to use GAM?<\/strong><\/strong>\n    <\/a>\n  <\/h5>\n\n  <div id=\"collapse-faq-1662648664-2\" class=\"collapse\" data-parent=\"#accordion-faq-1662648664\">\n    <div class=\"card-body\"><span class=\"has-inline-color has-dark-color\">Publishers can sign up for free to use Google Ad Manager. However, Google takes a cut out of the total revenue earned wherein publishers receive over 69% of the total ad spend. From the publisher&#8217;s cut, Google charges 20% as a platform fee for programmatic deals and a 1% nominal fee for direct deals via GAM.<\/span><\/div>\n  <\/div>\n<\/div><div class=\"card\">\n  <h5 class=\"card-title\">\n    <a class=\"collapsed\" data-toggle=\"collapse\" href=\"#collapse-faq-1662648664-3\">\n      <strong><strong>What types of publishers need Google Ad Manager?<\/strong><\/strong>\n    <\/a>\n  <\/h5>\n\n  <div id=\"collapse-faq-1662648664-3\" class=\"collapse\" data-parent=\"#accordion-faq-1662648664\">\n    <div class=\"card-body\"><span class=\"has-inline-color has-dark-color\">Generally, publishers of mid-level and enterprise-level choose Google Ad Manager. While for large publishers, getting GAM access is easy, mid-level publishers choose GCPP platforms (like AdPushup) to access and use Google Ad Manager.<\/span><\/div>\n  <\/div>\n<\/div><div class=\"card\">\n  <h5 class=\"card-title\">\n    <a class=\"collapsed\" data-toggle=\"collapse\" href=\"#collapse-faq-1662648664-4\">\n      <strong><strong>How to efficiently use GAM<\/strong><\/strong>?\n    <\/a>\n  <\/h5>\n\n  <div id=\"collapse-faq-1662648664-4\" class=\"collapse\" data-parent=\"#accordion-faq-1662648664\">\n    <div class=\"card-body\"><span class=\"has-inline-color has-dark-color\">Publishers make the most profit when selling inventory via a direct deal on GAM. However, to manage the rest of the sales, GAM pretty much has all <a href=\"https:\/\/www.adpushup.com\/blog\/explainer-the-four-types-of-programmatic-deals\/\" target=\"_blank\" rel=\"noreferrer noopener\">types of programmatic deals<\/a> such as private auctions, preferred deals, and open auctions. To efficiently use GAM, we recommend you to keep yourself updated with its services and take help of <a href=\"https:\/\/www.adpushup.com\/blog\/outsourced-ad-ops-8-reasons-why-you-should-consider-a-vendor\/\" target=\"_blank\" rel=\"noreferrer noopener\">outsourced ad operations<\/a> to help you with roadblocks.<\/span><\/div>\n  <\/div>\n<\/div><div class=\"card\">\n  <h5 class=\"card-title\">\n    <a class=\"collapsed\" data-toggle=\"collapse\" href=\"#collapse-faq-1662648664-5\">\n      <strong><strong><strong>How to enable video ads on GAM<\/strong><\/strong><\/strong>\n    <\/a>\n  <\/h5>\n\n  <div id=\"collapse-faq-1662648664-5\" class=\"collapse\" data-parent=\"#accordion-faq-1662648664\">\n    <div class=\"card-body\"><span class=\"has-inline-color has-dark-color\">You can start by <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-run-video-ads-in-google-ad-manager-gam\/\" target=\"_blank\" rel=\"noreferrer noopener\">creating ad units for your video inventory<\/a>. Then add these ad units to line items and orders from advertisers who wish to show video ads. To get access to video demand partners, you can explore the AdX marketplace to find your match.<\/span><\/div>\n  <\/div>\n<\/div><div class=\"card\">\n  <h5 class=\"card-title\">\n    <a class=\"collapsed\" data-toggle=\"collapse\" href=\"#collapse-faq-1662648664-6\">\n      <strong><strong><strong><strong>Where to get Ad Manager training?<\/strong><\/strong><\/strong><\/strong>\n    <\/a>\n  <\/h5>\n\n  <div id=\"collapse-faq-1662648664-6\" class=\"collapse\" data-parent=\"#accordion-faq-1662648664\">\n    <div class=\"card-body\"><span class=\"has-inline-color has-dark-color\">Google runs a free training session to help publishers and ad ops personnel to upskill their GAM knowledge. You can check <a href=\"https:\/\/skillshop.exceedlms.com\/student\/path\/17117\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Ad Manager training at their Skillshop site<\/a>.<\/span><\/div>\n  <\/div>\n<\/div><div class=\"card\">\n  <h5 class=\"card-title\">\n    <a class=\"collapsed\" data-toggle=\"collapse\" href=\"#collapse-faq-1662648664-7\">\n      <strong><strong><strong><strong><strong>How to access Google Ad Manager Support?<\/strong><\/strong><\/strong><\/strong><\/strong>\n    <\/a>\n  <\/h5>\n\n  <div id=\"collapse-faq-1662648664-7\" class=\"collapse\" data-parent=\"#accordion-faq-1662648664\">\n    <div class=\"card-body\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-dark-color\">GAM offers support in various forms, including their <a href=\"https:\/\/support.google.com\/admanager\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">support articles<\/a> and <a href=\"https:\/\/support.google.com\/admanager\/community?hl=en\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">community<\/a>. However, their dedicated support is only available to GAM 360 publishers. However, you can partner up with Google Certified Publishing Partners to get quality assistance and support.<\/mark><\/div>\n  <\/div>\n<\/div>\n    <\/div>\n  <\/div>\n\n<\/div>\n\t<\/div>\n<\/section>\n\n<section class=\"section text-white pt-5 pb-5\"  style=\"background-color: #ff4954;\">\n\t\n\t\n\t\n\t<div class=\"container\">\n\t\t\n\t\t<div class=\"row gap-y align-items-center\">\n  <div class=\"col-md-9\">\n    <h4 class=\"mb-0 text-center text-md-left\">Looking for a downloadable copy?<\/h4>\n  <\/div>\n\n  <div class=\"col-md-3 text-center text-md-right\">\n    <a class=\"btn btn-light btn-lg btn-round\" href=\"https:\/\/resources.adpushup.com\/google-ad-manager\/\" rel=\"nofollow noopener\" target=\"_blank\"> download guide <\/a>\n  <\/div>\n<\/div>\n\t<\/div>\n<\/section>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Ad Manager is the next step for publishers if they are willing to grow their business after using Google AdSense. Even though there are a plethora of ad technologies available in the market, Google<\/p>\n","protected":false},"author":15,"featured_media":2746,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"content-type":"","_eb_attr":"","_uag_custom_page_level_css":"","_uf_show_specific_survey":0,"_uf_disable_surveys":false,"two_page_speed":[],"footnotes":"","_links_to":"","_links_to_target":""},"class_list":["post-2711","page","type-page","status-publish","has-post-thumbnail","hentry"],"uagb_featured_image_src":{"full":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image.png",1000,500,false],"thumbnail":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image-150x150.png",150,150,true],"medium":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image-300x150.png",300,150,true],"medium_large":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image-768x384.png",768,384,true],"large":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image.png",1000,500,false],"1536x1536":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image.png",1000,500,false],"2048x2048":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image.png",1000,500,false],"thesaasx-thumbnail":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image-600x300.png",600,300,true],"thesaasx-featured-image":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image-800x500.png",800,500,true],"thesaasx-og-image":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image.png",1000,500,false],"tenweb_optimizer_mobile":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image.png",600,300,false],"tenweb_optimizer_tablet":["https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/08\/Google-Ad-Manager-featured-image.png",768,384,false]},"uagb_author_info":{"display_name":"Shubham Grover","author_link":"https:\/\/www.adpushup.com\/author\/shubham\/"},"uagb_comment_info":0,"uagb_excerpt":"Google Ad Manager is the next step for publishers if they are willing to grow their business after using Google AdSense. Even though there are a plethora of ad technologies available in the market, Google","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpushup.com\/wp-json\/wp\/v2\/pages\/2711","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpushup.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.adpushup.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpushup.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpushup.com\/wp-json\/wp\/v2\/comments?post=2711"}],"version-history":[{"count":0,"href":"https:\/\/www.adpushup.com\/wp-json\/wp\/v2\/pages\/2711\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpushup.com\/wp-json\/wp\/v2\/media\/2746"}],"wp:attachment":[{"href":"https:\/\/www.adpushup.com\/wp-json\/wp\/v2\/media?parent=2711"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}