Introducing Google Ad Manager

2018/08/28

Last three years, Google have been doing more to bring DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP) together into a truly unified platform. Today’s DoubleClick has also evolved beyond Googles roots in the web to become an ad platform for the next generation of content, from mobile applications by developers like King, to multi-platform video from publishers like Cheddar.

– Automation continues to change the way Google do business, with advertisers looking to transact all their campaigns, guaranteed or not, programmatically. That’s why Google brokes away from the traditional constraints of “ad servers” and “SSPs” to build new programmatic solutions directly into the product Google now call Ad Manager—from 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.

– When Google launched Ad Exchange nearly a decade ago, they created a marketplace to help earn more from real-time competition for your inventory. Today’s exchange is not just an auction, but also a complete sales channel. With Ad Manager, you can curate who has access to your inventory, alongside all your reservation and programmatic demand, and optimize your relationships for yield. So, with the integration of AdX into Ad Manager, Google are retiring the Ad Exchange brand. The programmatic buyers and networks formerly called “AdX buyers” will now be known as “Authorized Buyers,” a name that reflects the close relationship you have with these partners. You’ll start seeing this change in the Ad Manager UI over the next several months.

– People now spend more time on their phones than anywhere else, and are watching more video—live or on demand—on a variety of large and small screens. This shift has created new opportunities for monetization, along with more challenges for managing ads across different screens, SDKs, and content distribution platforms. Ad Manager gives you a single platform for delivering, measuring and optimizing ads wherever your audience is engaging—including connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News. With Advanced TV solutions like Dynamic Ad Insertion for live and on demand video, formats like native and six-second bumper ads, and yield optimization solutions like rewarded mediation and Exchange Bidding for mobile apps, google have evolved Ad Manager to keep up with your customers and support your new distribution channels.

– Over the last year, the digital advertising industry has faced a lot of challenges, from brand safety to ad fraud. These issues can degrade user experience with inappropriate ads and annoying creatives—or, even worse, harm users with malware-laden ads, and hurt advertisers with invalid, domain-spoofed inventory and non-human bot traffic. With Ad Manager, you can be confident the ads google deliver will respect your brand and keep your users and advertisers safe. Google have more than 30 controls to help you manage the type of ads you allow to make sure they meet your brand values. In 2017, our industry-leading spam detection and policy enforcement tools took down more than 3.2 billion ads before they reached users. To ensure you don’t lose money to domain spoofing, Google was the first to integrate the IAB TechLab’s ads.txt standard into all our ads platforms. Rest assured, you have a partner invested in protecting your brand and business as the industry continues to evolve.

Source & learn more: Google

Relevant has, for more than a decade, successfully assisted many clients in ad server projects. In most cases it is most cost-effective to ask an experienced professional for assistance, rather than trying to figure out and manage everything yourself. Consulting and setup projects are always produced on a case-by-case basis and we offer the best possible value for the customer. Do not hesitate to contact us if you need help!

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