Google Ad Manager or Google Ad Manager 360 – What Should a Publisher Choose?

Google Ad Manager or Google Ad Manager 360 – What Should a Publisher Choose?

The fast-growing digital advertising domain is another imperative decision publishers must consider: selecting the appropriate ad management platform. As a leading developer of ad-serving solutions, Google provides two powerful systems: Google Ad Manager and Google Ad Manager 360 . These platforms are predominantly used to empower publishers in selling and organizing their online avails, yet they are targeted at clients of distinct dimensions. Therefore, publishers should familiarize themselves with each solution’s features in order to determine whether this information is for them.

Google Ad Manager (GAM)

Google Ad Manager is a free, cloud-based advertising platform that combines two DoubleClick services – DoubleClick for Publishers and DoubleClick Ad Exchange. This all-in-one platform allows publishers to manage ads on websites, mobile applications, and other digital platforms. What sets it apart?

  • No cost: GAM is a suitable solution for small and medium-sized publishers.
  • Impression limits: Up to 90 million non-video ad impressions are available every month for the US and Canadian publishers – there are other limits depending on your location.
  • Integration: The seamless connection with AdSense and AdX gives a competitive advantage in ad management.
  • Compliance: GAM is designed to follow GDPR and CCPA privacy regulations.

Google Ad Manager 360

Google Ad Manager 360 is a more premium version of GAM, which is also paid; it is developed for more major publishers and provides more complex functionality. The difference of GAM 360 is that: Can include more upscale features like Open Bidding and Audience Management or advanced video features. Suitable for publishers who have more than 90 million monthly impressions. Allows you to monetize advertising in several currencies and use creative wrappers to work with ads. Can offer conversion reporting and future sell-through reports and data protection reports.

Making the Choice

For many publishers, the choice may be straightforward. Your monthly impressions do not even come close to 90 million. Another common sense argument is the complexity of your ad operations. You might not need all the features standard in GAM 360. Depending on the size of your budget, you should also weigh the pros and cons of investing in ad measure management. GAM is free while 360 is not.

What are the key differences between GAM and GAM 360?

The key differences between Google Ad Manager (GAM) and Google Ad Manager 360 (GAM 360) primarily revolve around the scale of operations, advanced features, and cost. Here’s a concise breakdown:

  • Scale of Operations: GAM is suitable for small to medium-sized publishers, while GAM 360 caters to larger publishers with high traffic volumes.
  • Advanced Features: GAM 360 offers advanced features like Open Bidding, Audience Management, and more sophisticated video options.
  • Cost: GAM is a free platform, whereas GAM 360 is a premium service that comes with a subscription fee.
  • Impression Limits: GAM has a cap on the number of impressions, which varies by region, while GAM 360 allows for a higher volume of impressions.
  • Reporting and Analytics: GAM 360 provides more detailed reporting options, including conversion reporting and future sell-through reports.

Hence, it is up to publishers to decide to use either GAM or GAM 360. Publishers will opt for GAM 360 due to their needs, including the specificity of ad operations complexity, traffic volume, and financial well-being of the publisher. In summary, high traffic publishers who rely on ad revenue as their primary or a significant part of income will more likely utilize GAM 360.


To conclude, Google Ad Manager would be the perfect choice for publishers who prefer a powerful, free tool to manage their ad inventory. Nevertheless, Kentico indicates that Google Ad Manager 360 comprises a set of tools, tailored to solve numerous business issues and expand ad operations and reporting possibilities . Therefore, considering their requirements, goals, and budget, publishers can make the right decision regarding the perfect platform suitable for their business strategy.

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