Ad Manager

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Ad Manager (GAM)
File:Google Ad Manager logo.gif
Developer(s) Google
Operating system Cross-platform (web-based application)
Type Online advertising

Ad Manager (GAM) is an advertisement Software as a Service (SaaS) application run by Google.

GAM can be used as an Ad Server but it also provides a variety of useful features for managing the sales process of online ads using a publishers dedicated sales team.

Should a publisher not sell out all their available ad inventory they can choose to run either other Ad Networks or AdSense Ads as Remnant Inventory in GAM.

How Ad Manager works

  • The webmaster inserts the Google Ad Mananger Ad Slot JavaScript code into a webpage.
  • Each time this page is visited, the JavaScript code creates an IFrame with a src attribute set to the page's URL.

Different Types of Ads in GAM

Ad Manager differentiates between two types of ads:

  • Priority (based on time/duration)
  • CPM (based on price)

For priority based campaigns the following priorities can be set:


The most common priority for ad campaigns. Should be used as default.


The only reason to use premium ad campaigns would be to accelerate the speed of delivering a campaign. The premium ad will run roughly 10 times for every standard ad in rotation. Use this priority only if you need to deliver more impressions or a client is saying that they are not seeing enough of their ads in rotation. You would not want to run ads as premium but would use the standard ad campaign.


If any ad is marked as exclusive it will not display any other types of ads. It is possible to have more than one exclusive ad running at one time in which case they would rotate evenly with the other exclusive ads. Exclusive ads can only be sold on a Cost Per Day (CPD) basis. Default is for one week but you can set any time frame, (for example a month).

For CPM campaigns:


Any ads not sold by a publisher's sales team. If enabled (by clicking a checkbox) in GAM the publisher would be paid for running Ad Sense ads.


Ads run by the publisher to promote their own services such as to promote subscriptions to one of their magazines.

External links

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