Key Points

  • DoubleClick for Publishers (Google DFP) was a platform absorbed by Google and ultimately rebranded as Google Ad Manager.
  • Google Ad Manager (GAM) is Google’s comprehensive ad-serving platform for publishers.
  • The transition from DoubleClick for Publishers to the Google Ad Manager we know today has seen the addition of many features, enhancements, and user experience improvements.

They say the one constant in life is change. Nowhere is that more true than within the advertising space, especially ad tech product names. Keeping track of which platform has been rebranded, renamed, or combined with another can feel like a full-time job.

No one is more guilty of this constant rebranding than our friends at Google. They make great products and solutions, of course. But boy, they love changing product names while we try to keep up.

This leads to a common publisher question at Playwire: what’s the difference between Google DoubleClick and Google Ad Manager for Publishers?

We’ve got the answer to that and other related queries right here.

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Google Ad Manager Training Library Desktop CTABrowse the Google Ad Manager Training Library!

What is DoubleClick for Publishers?

DoubleClick for Publishers (DFP) was a platform created by DoubleClick Inc., then acquired by Google in 2008. It quickly became the go-to ad server and ad-serving technology to manage multiple ad networks in one place. It was an all-in-one solution with features like advanced reporting, real-time bidding (RTB), video ad format support, and more.

In 2018, Google officially rebranded DFP as Google Ad Manager. That’s why some ad tech industry veterans sometimes refer to Google Ad Manager as DoubleClick. In a nutshell, there’s no real difference between Google Ad Manager and DoubleClick for Publishers. They’re essentially the same product with a new name. 

Since DoubleClick’s rebranding, the primary changes have been to add more functionality and scale to better meet industry demands. For example, these changes include improved reporting capabilities, access to additional ad networks, support for dynamic creative optimization (DCO), and programmatic advertising buying through Google Open Bidding.

Overall, Google Ad Manager has become an increasingly powerful tool for publishers to manage their digital advertising needs in one place — allowing them to maximize yield, control their ad inventory, and remain compliant with industry regulations.

How Does DoubleClick for Publishers/Google Ad Manager Work?

Google Ad Manager is Google’s comprehensive ad-serving platform for publishers. It combines the power of DoubleClick for Publishers, Google Ad Exchange (Google AdX), and several other Google products. This allows publishers to effectively manage their entire digital advertising business across multiple screens, formats, and channels in one place.

The main goal of Google Ad Manager is to simplify the complex process of running ads on a website or app by giving the advertiser the flexibility to buy ad inventory through an auction or direct sale — all within the same platform.

Not only does this make it easier for publishers to sell their ad inventory, but also makes it simpler for them to track impressions, clicks, conversions, RPMs, and other key metrics.

Google Ad Manager also offers a range of tools and features to help publishers maximize their ad revenue, such as the ability to set up dynamic line items through dynamic ad insertion, targeted audience management based on user preferences or history, and configure rule-based optimizations.

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Google Ad Manager Pillar

The Publisher's Guide to Google Ad Manager and GAM 360

Should I Choose DFP/Google Ad Manager?

Whether or not you should use DoubleClick for Publishers/Google Ad Manager depends on your specific needs. 

GAM is a comprehensive, but potentially costly, ad platform that can take care of all your audience and ad management, Google analytics, and optimization needs. On the other hand, if you only need to track basic metrics like impressions, clicks, and conversions, there are more affordable solutions available within the digital ad space.

Meanwhile, managing Google Ad Manager yourself with a DIY approach can be extremely time-consuming. It might also mean you miss out on some of GAM’s more advanced capabilities — not to mention other platforms that can bring their own data and demand sources to your ad revenue strategy.

If you’re looking for a more efficient way to run your digital ad business, Playwire can help. Our expert team of professionals can manage all aspects of your ad campaign in GAM and provide comprehensive reporting so that you can make informed decisions about optimizing your ad campaign performance.

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Google Ad Manager Resource Center

The Complete Google Ad Manager Resource Center

Is Google Ad Manager All I Need to Monetize My Website or App?

Google Ad Manager is a great platform for monetizing your website or app, but it shouldn't be the only tool in your arsenal. There are other ad monetization tools and services out there that can help you further optimize your ad performance.

For example, data-driven attribution models such as multi-touch attribution allow you to gain a deeper understanding of how different marketing channels are contributing to user acquisition and conversions. You can also use A/B testing tools to experiment with different creative elements and maximize click-through rates (CTRs). 

Whatever You Call It, Playwire is the Key to Making It Work for You

Google Ad Manager, Google DoubleClick for Publishers, or “that Google marketing platform.” Whatever name you know it by, Playwire, who also happens to be a Google Certified Publishing Partner, has nearly two decades of experience making it work for publishers.

As a leading authority in supporting web and app publishers with Google’s suite of tools: Google AdSense, Google Ad Manager, and Google AdMob, in addition to a range of other advanced ad monetization tools you can only access by working with us, Playwire helps empower publishers to accomplish the ultimate goal of driving more ad revenue.

Contact us online today to get started!

Frequently Asked Questions About Google Ad Manager

Here are some answers to frequently asked questions about Google Ad Manager.

What's the difference between Google Ad Manager vs. DFP?

Google Ad Manager vs. DFP is actually a comparison between the current and former versions of the same platform. Google DFP (DoubleClick for Publishers) was rebranded to Google Ad Manager in 2018. The transition from Google DFP to the current Google Ad Manager brought enhanced features, better integration with Google Analytics, and improved ad serving capabilities while maintaining the core ad management functionality publishers relied on.

Is Google Ad Manager a complete all in one solution for publishers?

Google Ad Manager serves as a comprehensive ad management platform that handles most publisher needs, from ad serving to inventory management. However, whether it's truly an all in one solution depends on your requirements. While Google Ad Manager offers extensive ad management capabilities, many publishers supplement it with additional ad tech partners for specialized features like advanced header bidding or revenue optimization tools.

How does Google Ad Manager integrate with Google's ad network?

Google Ad Manager seamlessly connects with Google's ad network through the Google Ad Exchange, providing access to Google's vast advertiser demand. This integration allows publishers to monetize their publisher's ad inventory through both direct ad sales and programmatic advertising. The platform automatically optimizes between your direct ad campaigns and Google's ad network to maximize ad revenue.

What ad formats does Google Ad Manager support?

Google Ad Manager supports virtually all standard ad formats including display, video ad units, native, and mobile ads. The platform accommodates various ad unit sizes and enables dynamic ad insertion for video content. Publishers can create custom ad formats and use advanced ad tags to deliver ads across web properties and mobile apps effectively.

How do line items work in Google Ad Manager?

Line items in Google Ad Manager define how ads are delivered to your ad inventory. Each line item specifies targeting criteria, ad creative specifications, and delivery goals. Publishers typically create multiple line items for different ad campaigns, allowing the ad server to determine which ads to serve based on priority, targeting, and available ad impressions.

Can I track user behavior and campaign performance in Google Ad Manager?

Yes, Google Ad Manager provides comprehensive tracking capabilities through integration with Google Analytics and built-in advanced reporting features. Publishers can monitor campaign performance, track user behavior across their web properties, and analyze key metrics like viewability, click-through rates, and ad delivery statistics. This data helps optimize ad serving and improve overall ad experience.

What's the difference between the free version and paid version of Google Ad Manager?

Google Ad Manager offers both free and paid tiers. The free version provides basic ad serving capabilities suitable for smaller publishers, while the paid version (Google Ad Manager 360) includes advanced features like premium ad tech integrations, enhanced inventory management, and priority support. The paid version is designed for larger publishers with complex ad sales requirements.

How does Google Ad Manager handle ad serving across mobile devices?

Google Ad Manager's ad serving platform automatically optimizes ad delivery for mobile devices and mobile apps. The system recognizes device types and adjusts ad unit sizes accordingly, ensuring proper ad delivery across all platforms. Publishers can create mobile-specific ad campaigns and use responsive ad formats that adapt to different screen sizes.

What is the DoubleClick Ad Exchange and how does it relate to Google Ad Manager?

The DoubleClick Ad Exchange was Google's programmatic marketplace that's now integrated into Google Ad Manager. This integration provides publishers direct access to Google AdX demand without needing a separate platform. The former DoubleClick Ad Exchange functionality now operates seamlessly within Google Ad Manager, offering real-time bidding capabilities.

How does Google Ad Manager compare to Google AdSense?

While both are Google ad platforms, Google Ad Manager offers significantly more control over ad inventory and ad sales processes compared to Google AdSense. Google Ad Manager allows publishers to manage direct ad sales, set custom pricing, and maintain complete control over their advertising space, whereas Google AdSense is primarily an automated ad network with limited customization options.

What ad tech integrations are available in Google Ad Manager?

Google Ad Manager integrates with numerous ad tech partners including demand-side platforms, supply-side platforms, and verification services. The platform supports header bidding integrations, third-party ad serving, and connects with the broader Google Marketing Platform ecosystem. These integrations help publishers maximize their ad revenue through increased competition for their ad inventory.

How does dynamic ad insertion work in Google Ad Manager?

Dynamic ad insertion in Google Ad Manager allows publishers to insert ads into video content in real-time based on viewer demographics, location, and other targeting criteria. This technology enables personalized ad experiences and helps maximize video ad revenue by serving the most relevant ads to each viewer automatically.

Can I use Google Ad Manager as my primary ad server?

Absolutely. Google Ad Manager functions as a full-featured ad server capable of handling all your ad serving needs. As your go to ad server, it manages ad delivery, tracks ad impressions, handles ad creative rotation, and provides detailed reporting. Many publishers rely on Google Ad Manager as their only tool for ad management due to its comprehensive capabilities.

What inventory management features does Google Ad Manager provide?

Google Ad Manager offers robust inventory management tools that allow publishers to organize and optimize their ad space effectively. Publishers can create ad units for different sections of their web properties, set up inventory forecasting, manage ad unit sizes, and implement yield optimization strategies to maximize revenue from their available advertising space.

How does Google Ad Manager handle ad quality and brand safety?

Google Ad Manager includes built-in ad quality controls and brand safety measures. The platform automatically filters inappropriate ad creative, provides publisher controls for blocking specific advertisers or categories, and offers tools to maintain a positive ad experience for users. Publishers can set custom ad quality standards and review processes.

What advanced reporting capabilities does Google Ad Manager offer?

The platform provides extensive advanced reporting features including real-time performance data, custom report generation, and integration with Google Analytics for deeper insights. Publishers can track key metrics across all their ad campaigns, analyze revenue optimization opportunities, and generate detailed reports for stakeholders.

How does Google Ad Manager enable publishers to maximize ad revenue?

Google Ad Manager enables publishers to maximize ad revenue through multiple optimization features including real-time bidding, yield optimization algorithms, and access to premium demand sources. The platform's machine learning capabilities automatically adjust ad serving to maximize revenue while maintaining good user experience across all ad placements.

What user interface improvements has Google Ad Manager introduced?

Google Ad Manager's user interface has been continuously updated to improve usability and efficiency. The modern interface provides intuitive navigation, customizable dashboards, streamlined workflow for creating line items and ad campaigns, and better visualization of key values and performance metrics.

Can Google Ad Manager deliver ads to mobile apps effectively?

Yes, Google Ad Manager excels at mobile app ad delivery through its mobile-specific ad serving capabilities. The platform supports in-app ad formats, handles mobile app inventory management, and provides specialized tools for app publishers to monetize their mobile apps effectively while maintaining good user experience.

What makes Google Ad Manager different from other advertising platforms?

Google Ad Manager stands out among advertising platforms due to its comprehensive feature set, seamless integration with Google's ecosystem, and robust ad serving infrastructure. Unlike simpler ad platforms, Google Ad Manager provides enterprise-level ad management capabilities, extensive customization options, and access to Google's premium advertiser demand, making it a preferred choice for serious publishers.

 

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