Ultimate Overview of Google Ad Manager 360 (GAM360) for Publishers

Oraki, February 22, 2024

Google Ad Manager 360 (GAM360) is a comprehensive ad management platform for publishers. Its key features include ad serving, “programmatic demand management,” audience targeting, yield optimisation, inventory management, and reporting and analytics. Benefits of using GAM360 include increased revenue, simplified ad management, improved targeting and optimisation, and advanced reporting and analytics.

In this ultimate overview, we will delve into the key features of GAM360, explore how it works, uncover the benefits of using this platform, and provide a practical guide for publishers to get started. Whether you’re new to the world ofad management or seeking to enhance your current strategies, this article aims to provide a comprehensive understanding of Google Ad Manager 360 and its potential impact on your publishing business.

What is Google Ad Manager 360 (GAM360)?

Google Ad Manager 360 (GAM360) is an advanced ad management platform that provides publishers with a comprehensive suite of tools and features to streamline their ad operations, maximise revenue, and optimise their ad inventory.

With GAM360, publishers gain access to a range of ad-serving capabilities, including baked-in AdSenseand Ad Exchange integration. This enables them to efficiently manage and deliver ads across various channels and formats, ensuring optimal targeting and relevance for their audiences.

GAM360 gives the power to publishers to implement intelligent revenue optimisation strategies through its advanced forecasting and yield management tools. This helps them make data-driven decisions to maximise the value of their ad inventory and enhance overall monetisation efficiency.

The seamless GMA SDK integration offered by GAM360 enables publishers to easily monetise their mobile apps by delivering engaging and personalised ad experiences to users, thereby enhancing user engagement and driving higher ad revenue. Likewise, the IMA SDK enables publishers to easily monetize their video content, either by integrating it into their player or by using one of the many industry-leading players already with the IMA SDK integrated, making GAM360 one of the few truly cross-media AdServers.

What are the Key Features of Google Ad Manager 360?

Google Ad Manager 360 offers a range of key features that give the power to publishers to streamline ad serving, target specific audiences, optimise yield, manage ad inventory effectively, and access comprehensive reporting and analytics tools for data-driven insights.

Ad Serving

Ad serving in Google Ad Manager 360 enables publishers to efficiently deliver and manage adverts across their digital properties, leveraging advanced technologies such as GAM to optimise ad placements and user experience.

This sophisticated platform offers an abundance of ad delivery options, including priority, roadblocks, and frequency capping, providing publishers with granular control over ad distribution and prioritization. Simultaneously, GAM360’s ad management capabilities enable seamless integration with third-party ad networks and demand sources, streamlining the process of overseeing diverse ad campaigns and ensuring optimal revenue generation.

The platform’s robust ad optimisation features give the power to publishers to conduct A/B testing, implement dynamic ad insertion, and leverage machine learning algorithms to maximise ad performance and audience engagement.

Audience Segmentation

The process of audience segmentation in GAM360 involves a visitor becoming a member of a specific audience segment when they access a page or app section that contains an ad tag associated with that particular segment. Additionally, the visitor may need to meet specific criteria outlined in the custom key values passed in the ad tag. The membership is established immediately upon the visitor meeting the defined criteria.

Line items from the designated segment will commence delivery to the visitor once they navigate to a new page or app section. However, it’s important to note that if a certain period elapses without sufficient new page views or app activities, the visitor’s membership in the segment will expire. In such cases, if the user fails to meet the membership criteria upon subsequent visits, they are removed from that particular segment.

To elaborate further, users can remain in a segment indefinitely, provided they continue to visit and meet the publisher’s segment requirements. This is contingent upon the users not deleting or resetting their identifier (such as a cookie, mobile advertising ID [AdID or IDFA], or PPID) or opting out of interest-based advertising.

For instance, if a publisher sets a membership expiration of 10 days, a user’s membership will expire after 10 days after viewing a tagged page or app section again and no longer meet the membership criteria.

It’s noteworthy that a user is not required to view a page or app section every single day within the recency period to initiate or sustain membership in a segment. This sophisticated approach to audience targeting in GAM360 ensures that publishers can create and maintain highly personalized and relevant ad campaigns, leading to enhanced engagement and conversion rates within specific user segments.

Maximising Yield

Yield optimisation in Google Ad Manager 360 gives the power to publishers to maximise the value of their ad inventory through advanced strategies, leveraging technologies such as AdX (SSP) and Open Bidding and Header Bidding to drive competition, higher yields and fill rates.

This strategic approach enables publishers to effectively manage their ad revenue and maintain a competitive edge in the market. By implementing innovative techniques and targeted advertising campaigns, publishers can boost their inventory monetisation and overall performance. With the integration of Google Ad Manager 360, publishers can gain valuable insights into performance and audience behaviour, allowing for knowledge-based decision-making to further revenue maximisation.

The optimisation of ad placements and formats is critical for publishers to capture the full potential of their ad inventory and achieve a balance between user experience and ad monetisation. Leveraging SSP technology through Google Ad Manager 360 provides publishers with access to a multitude of demand sources and auction dynamics, ensuring maximum ad fill rates. This holistic approach to yield optimisation is fundamental in giving the power to publishers to achieve sustained growth and success in the digital advertising landscape.

Inventory Management

Inventory management in Google Ad Manager 360 provides publishers with comprehensive tools to organise and optimise their ad inventory. This enables a foundation for targeting, segmentation and analytics.

The organisational aspects of inventory management in GAM360 enable publishers to categorise, track, and manage various ad placements, targeting options, and delivery settings efficiently. Through advanced optimisation tools, publishers can analyse historical data, make informed inventory decisions, and maximise revenue potential.

Reporting and Analytics

The reporting and analytics features of Google Ad Manager 360 offer publishers comprehensive insights into ad performance, leveraging the power of Google Analytics and Data Studio to drive knowledge-based decision-making and optimisation strategies.

With these tools, publishers can access detailed reports on ad impressions, clicks, revenue, and audience demographics, enabling them to analyse campaign success and audience engagement. The integration with Google Analytics allows for a seamless flow of data, providing a holistic view of user behaviour and advertising effectiveness across various digital properties.

The interoperability with Data Studio gives the power to publishers to create customisable and visually impactful dashboards, consolidating data from multiple sources for streamlined analysis and reporting.

For advanced publishers, GAM360 Data Transfer Files also provide access to log-level data for integration into their own data warehouse.

How does Google Ad Manager 360 work?

Google Ad Manager 360 operates by enabling publishers to organise their ad inventory with precision, ensuring that ad units are effectively utilised on their digital properties. Through ad tag integration, publishers can tailor the delivery of ads based on user behaviour and demographics, enhancing the targeting capabilities of their inventory. GAM360 gives the power to publishers to strategise their ad placement, maximising the visibility and impact of the ads on their websites or apps.

  • Ad Units and Placements

Ad units and locations in Google Ad Manager 360 allow publishers to tailor ad experiences for their users, leveraging tools like Audience to effectively manage and optimise ads across their digital properties.

With the customisable options offered by Google Ad Manager 360 ad units, publishers can ensure that they are integrating ad formats seamlessly into their content to enhance user engagement. By carefully selecting the ad placements based on user behaviour and content relevance, publishers can optimise their ad revenue while providing a non-intrusive experience for their audience.

  • Line Items

Line items in Google Ad Manager 360 enable publishers to strategically configure their ad delivery, leveraging technologies such as SSP to optimise fill rates, CPMs, and overall revenue from direct and programmatic deals.

Line items play a crucial role in ad serving, allowing publishers to manage their direct and indirect demand with precision. Publishers can harness strategic configurations to set rules for targeting, pricing, and delivery for each line item. This gives them the power to maximise the value of their ad space by customising ad serving based on user behaviour, content relevance, and advertiser preferences.

The integration of SSP (Supply-Side Platforms) within GAM 360 extends the functionality of line items, Open Bidding enables publishers to access a wider pool of demand partners and optimise yield. By leveraging optimisation tools in GAM360 like dynamic allocation and price priority, publishers can ensure that each impression generates the highest possible revenue, whether obtained through direct deals or programmatic channels.

  • Targeting Options

Google Ad Manager 360 offers diverse targeting options, including inventory, contextual, audience, and behavioural targeting, enabling direct campaigns and platforms like AdSense and Google Campaign Manager to deliver relevant and personalised ad experiences to users.

What are the Advantages of Using Google Ad Manager 360?

ad management for publishers

Using Google Ad Manager 360 offers publishers numerous benefits, including:

  • Increased revenue opportunities
  • Simplified ad management workflows
  • Enhanced targeting and optimisation capabilities
  • Access to advanced reporting and analytics tools for data-driven insights
  • Increased Revenue
  • Implementing Google Ad Manager 360 enhances revenue streams through optimized ad delivery.
  • Leverage advanced features for efficient inventory management, targeting, and ad formats.
  • Improved optimization leads to increased ad revenues as advertisers pay a premium for targeted placements.
  • Higher fill rates ensure effective monetization of available ad space, maximizing revenue potential.
  • Access premium ad demand from platforms like Ad Exchange and SSP for lucrative opportunities and increased revenue.
  • Simplified Ad Management
  • Google Ad Manager 360 simplifies ad management for publishers.
  • Offers intuitive tools for easy creation, management, and optimization of ad campaigns.
  • Streamlined workflows for seamless ad trafficking, targeting, and reporting, enhancing operational efficiency.
  • Centralised platform for managing your media across web (display), app, video and native.
  • Integration capabilities with SSPs and Header Bidding for comprehensive ad monetization solutions.
  • Ensures seamless interactions between various ad-serving platforms.
  • Improved Targeting and Optimization
  • Google Ad Manager 360 enhances targeting and optimization capabilities for publishers.
  • Utilize advanced audience targeting for precision in delivering relevant ads based on demographics, interests, and behaviors.
  • Implement optimization strategies like dynamic allocation, price prioritization, and powerful experiments.
  • Maximize yield and revenue through sophisticated algorithms for efficient ad delivery.
  • Create personalized ad experiences with custom ad formats, creative optimization, and contextual targeting.
  • Drive better performance and user engagement by ensuring the right message reaches the right audience at the right time.
  • Advanced Reporting and Analytics
  • Utilize Google Ad Manager 360 for advanced reporting and analytics tools.
  • Leverage Google Analytics and Data Studio integration for comprehensive insights.
  • Track key metrics, understand audience behavior, and uncover actionable insights.
  • Create customized reports and visualize data for a holistic view of campaign performance.
  • Elevate digital advertising efforts with data-driven strategies for improved targeting and maximum ROI.
  • Make informed decisions through comprehensive reporting, trend analysis, and audience segmentation.

How can publishers get started with Google Ad Manager 360?

Starting with Google Ad Manager 360 involves:

  1. Setting up an account
  2. Integrating the platform with your website
  3. Creating ad units and placements
  4. Configuring targeting and optimisation settings
  5. Continuously monitoring and adjusting performance for optimal results

Establishing an Account

  • Create a publisher account in Google Ad Manager.
  • Work with a reseller (GAM360 Platform Partner) to upgrade your GAM Basic account to GAM360
  • Configure access permissions for users by assigning roles based on responsibilities.
  • Configure your inventory and integrate with your properties.

Integrating with Your Website

  • Deploy GPT (Google Publisher Tags) for seamless integration with your website.
  • GMA SDK for integrating GAM360 into your app
  • IMA SDK for integrating GAM360 into your video player
  • Configure ad tags for placement and customization of ad units to match your website’s layout.
  • Optimize ad delivery post-integration to ensure targeted and timely display for the right audience.

Creating Ad Units and Placements

  • Create ad units and placements in Google Ad Manager 360.
  • Define ad formats (display, video, native, etc.) to determine how ads will appear.
  • Specify targeting criteria for reaching specific audience segments based on demographics and behavior.
  • Define the sizes you want the AdUnit to support.
  • Consider factors like ad placement, frequency capping, and pricing rules for maximizing revenue and engagement.

Setting up Targeting and Optimization

  • Configure audience segments for targeted ad delivery based on demographics, interests, and behaviors.
  • Define yield strategies to maximize revenue through price prioritization and ad placement optimization.
  • Integrate with platforms like Ad Exchange and SSPs for expanded ad demand and real-time bidding.
  • Enhance targeting capabilities and competitiveness in the ad marketplace for increased yield and revenue.

Monitoring and Adjusting Performance

  • Regularly analyze reporting and analytics data in Google Ad Manager 360.
  • Identify optimization opportunities to fine-tune ad strategies for improved results and revenue growth.
  • Leverage features like dynamic allocation and programmatic direct deals for maximizing fill rates and eCPMs.
  • Refine targeting parameters, ad formats, and frequency capping based on data-driven analysis.
  • Monitor traffic patterns and audience segments for strategic adjustments in ad delivery and efficiency.
  • Enable first-party data tools such as PPID (Publisher Provided IDs) and PPS (Publisher Provided Signals)
  • Utilize advanced forecasting tools and A/B testing for informed decisions and maximizing ROI.

Understanding Publisher Provided Identifiers (PPID)

PPID is a distinctive feature available exclusively in Google Ad Manager 360, designed to empower publishers with greater control over ad targeting and delivery. However, it’s important to note that PPID might not be automatically enabled for all networks. Publishers are advised to contact their account manager to activate this feature and unlock its potential.

How PPIDs Work?

The primary purpose of PPIDs is to allow publishers to send a unique identifier to Google Ad Manager. This identifier is then utilized for various purposes, including frequency capping, audience segmentation, audience targeting, sequential ad rotation, and other audience-based ad delivery controls across different devices.

To safeguard user privacy, the identifier sent to Ad Manager must be hashed or encrypted, rendering it meaningless to Google. Importantly, it should never contain raw personally identifiable information (PII). This encryption ensures that user data is handled responsibly and in compliance with privacy regulations.

User Opt-Out Mechanism

Google emphasizes user privacy and provides mechanisms for users to opt out of personalized ads. If a user opts out of using Ads Settings, EU user consent controls, or restricted data processing (RDP) settings, features associated with the use of PPID for targeting ads to the user’s web browser will be disabled.

Users must also have access to a mechanism allowing them to opt out of personalized ads tied to the publisher’s use of PPID. If a user chooses to opt-out or delete their account, the publisher is obligated to immediately cease sending the associated PPID to Google.

PPID Deletion Mechanism

In line with user data protection standards, publishers can initiate the deletion of user data associated with PPID by sending a deletion request to Ad Manager. This ensures the removal of user data from Google’s internal storage systems. Successful deletion requests return an HTTP response status code “200,” while unsuccessful ones result in a status code “400.” If the PPID data deletion API is not enabled, a “404” status code is returned.

Set the Identifier and Periodic Activity

For PPIDs to remain valid, it’s crucial that sites or apps consistently send Google Ad Manager ad requests or audience pixel requests with a given PPID. If there’s no activity for 180 days, requests need to be sent again to maintain the PPID’s validity. Google may intelligently optimize PPID resources by potentially removing them after shorter periods of inactivity.

Frequently Asked Questions

What is Google Ad Manager 360 (GAM360) and how is it useful for publishers?

GAM360 is a comprehensive ad management platform developed by Google that offers a wide range of features to help publishers increase their ad revenue. It provides a centralised dashboard for managing and optimising ad inventory from various sources, including direct sales, programmatic, and AdSense.

What are the key features of Google Ad Manager 360 (GAM360)?


GAM360 offers a variety of features for publishers, including advanced targeting options, real-time reporting, dynamic allocation of ad inventory, and multi-device support. It also offers tools for ad trafficking, forecasting, and managing ad creatives, Audience management and targeting, Advanced Video AdServing, as well as integrations with other Google products such as Google Analytics.

How does Google Ad Manager 360 (GAM360) help in optimizing ad revenue?

GAM360 uses advanced algorithms and data analysis to optimise ad placements and targeting, helping publishers increase their ad revenue. It also offers tools for A/B testing and decision-making based on real-time data, enabling publishers to make informed decisions for maximising their ad revenue.

Is Google Ad Manager 360 (GAM360) suitable for all types of publishers?

Yes, GAM360 is designed to cater to the needs of publishers of all sizes and types, including news and media websites, e-commerce sites, mobile apps, and gaming platforms. Oraki is able to create packages and pricing options to suit the unique requirements of different publishers.

How can publishers get started with Google Ad Manager 360 (GAM360)?

Publishers can sign up for GAM360 through the Google Ad Manager website and follow the onboarding process to set up their accounts. They can also get in touch with a Google representative for personalised assistance in setting up and optimising their GAM360 account.

Are there any costs associated with using Google Ad Manager 360 (GAM360)?

The cost of GAM360 varies based on the features and ad volume requirements of each publisher. Come talk to Oraki to discuss how we can create a GAM360 package which will work for your business

Ultimate Overview of Google Ad Manager 360 (GAM360) for Publishers