Google Ad Manager allows you to harness the power of programmatic. From reservations to open auction, Ad Manager uses data-driven insights and automation to help you capture advertising revenue more efficiently across all of your inventory.
Interact with buyers programmatically in Ad Manager
Ad Manager is a unified platform that allows you to manage all of your demand sources from one place, and easily maximize competition for your inventory without compromising the speed or security of your site.
It provides granular inventory controls and other features that allow you to manage direct deals, third-party networks, and programmatic demand across desktop, mobile web, and apps.
Programmatic with Google Ad Manager
The open Auction and private auctions allow you to manage your indirect sold inventory. Programmatic Direct automates negotiation and sale of your direct sold inventory.
In private auctions, you can specify the inventory that’s available for auction to a limited set of buyers along with a floor price. The open auction also allows you to specify inventory available for auction and a floor price, but it’s available to all buyers in the auction.
The open auction tends to generate the most revenue for your sites or apps, since it’s open to all buyers. However, direct sales play an important part in maintaining your relationship to valued advertisers, brands, and other buyers of your inventory.
Programmatic Direct allows you to negotiate guaranteed and non-guaranteed campaigns with a specific buyer. All campaign details are finalized in Ad Manager. Ad Manager automatically sets up a campaign for delivery, simplifies creative management, and handles the billing and payments.
Open auction
The open auction is the standard Ad Manager programmatic ad auction, and it gives all authorized buyers the opportunity to bid on your inventory. The ad auction is designed to make sure you’re earning the maximum possible revenue for your ad inventory. The more advertisers that bid, the higher the competition is for your inventory and the more you can earn.
In the open auction, Ad Manager matches buyers’ targeting with your inventory and seeks the highest bid. Simply put, the buyer with the highest eligible bid wins.
Private auctions
Private auctions in Ad Manager allow you to offer inventory to a group of selected buyers who can bid and compete for that inventory in auction. For each private auction buyer, you can set a minimum cost per thousand impressions (CPM) floor price, as well as determine if open auction bids are allowed to compete. This is recommended, as it increases competition and revenue for your inventory.
Private auctions allow you to offer premium inventory to trusted buyers, all while controlling price and maximizing the value of open auction bids to determine a winning price.
Programmatic Direct
Programmatic Direct allows you to directly negotiate campaigns with a single buyer.
- A Programmatic Guaranteed deal allows you to offer buyers inventory that is reserved, or guaranteed, for that buyer at a specific negotiated price. In Programmatic Guaranteed deals, there’s an agreement between seller and buyer. You can offer buyers standard CPM or sponsorship CPD (cost per day).
- A Preferred Deal allows you to offer buyers inventory at a specific negotiated price (minimum CPM) and terms for the inventory. However, there’s no contractual agreement in a Preferred Deal, so you’re not obligated to reserve this inventory for the buyer (i.e., you can sell it to another buyer if you get a higher price), and the buyer isn’t obligated to purchase all the inventory.
Programmatic Direct simplifies sales and reduces the potential for human error, as the entire process occurs in a single system, Ad Manager. Publishers and buyers can negotiate the terms and finalize campaign details using the Programmatic Direct feature. All details of the negotiated campaign, such as price and terms for inventory, are finalized and captured directly in Ad Manager.
All billing and payments are also handled by Ad Manager. This heads off possible discrepancies and lowers the overhead in managing reconciliation. Google distributes funds on a net-30 basis, meaning publishers will be paid for campaigns every 30 days.
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