Ad Exchange in Google Ad Manager: A Complete Guide

Safalta expert Published by: Ishika Jain Updated Tue, 14 Feb 2023 04:36 PM IST


Google Ad Manager, an ad server, functions as the hub for managing all direct and indirect advertisers, ad networks, ad exchanges, and other ad-tech partners.

It is never simple to handle the purchasing and selling of ad species across numerous platforms. It is always easy to use services that can swiftly integrate and manage many tasks when it comes in terms of a single brand.  Understanding this need, the industry leader in online advertising, Google, created Google Ad manage which is a tool that streamlines the buying and selling of online ad spaces. Whether you're a media buyer or seller, this blog helps you in understanding how to use this wonderful tool to manage the Ad spots in this post.

Table of Content:
How do you use Google Ad Manager?
Features of Google Ad Manager
Google Ad Manager: Why Use It?
Configuring Google Ad Manager

How do you use Google Ad Manager?

Typical forms of the several various ad networks and locations wherein ad spots can be purchased and sold utilizing Google Ads Manager are the "AdSense" and "AdExchange" networks.

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Features of Google Ad Manager

Any form of the campaign may be run on Google Ad Manager, which is its main advantage. The yield of the ad inventory can be increased by the publishers in open auctions, and reserved market deals, including private market deals thanks to Google Ad Manager's optimized competition feature, which is accessible to them. This lucrative platform enables publishers to raise their earnings regardless of how they exchange their Ad inventory.

Google Ad Manager: Why Use It?

Publishers can make money by running advertisements, but Adsense forces them to offer up that power in exchange for the ad service which is automatic in nature and essentially no additional man-hours for ad ops. When the company's platforms have advanced to such a level where they can increase revenue or when advertising is required as a consequence of queries from advertisers, publishers employ Google Ads Manager. The ability for publishers to control their inventory is another benefit of Google Ads Manager. Publishers can connect to a variety of programmatic vendors and offer advertising time to advertisers directly.

Safeguarding the publisher's stock

Many publishers have difficulty keeping their inventory safe from fraudsters, leading to challenging issues like a decline in customer experience, malware issues, and a poor image for their brands. Effective solutions exist in Google Advertising Manager to help publishers in dealing with these issues and protect the ads that are showcased by the publishers.

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Opens doors to opportunity in new fields

Due to the progress of content creation, which offers additional choices for revenue generation, individuals are consuming data regardless of their location. This also adds an additional layer of complexity to the process of developing tags, return bands for mobile applications, and choosing the appropriate ad units for publishers. Thus, utilizing a single platform, Google Ad Manager was able to coordinate, track, improve, and offer publisher advertisements across each of these new websites. all these challenges.

Through competition, revenue can be increased

Additionally, Google Ads Manager offers publishers a competitive situation where advertisers may negotiate for their inventory, enabling publishers to disclose their inventory with various demand partners without even any security concerns.

Unified Pricing Rule and Unified Auction

All bid requests will get a simultaneous bid request via Google's server, providing certain things like an exchange, ad network, & agency bidders through Google which is a medium of equal opportunity to compete for inventory in the unified auction. This is required to run a single auction rather than numerous demand-level auctions. Additionally, Google has implemented a centralized pricing regulation, which mandates the adoption of a single pricing structure for both bidding and ad exchange.

Ad Manager for Small And medium businesses on Google

In the majority of the world's countries, Google Ad Manager, which was made especially for owners of small and medium-sized businesses, gives accessibility to non-video advertisements of more than 150 million per month. Google Ad Manager offers access to around 90 million impressions every month in just the U.S., Australia, Canada, and New Zealand. Publishers also have access to a wide range of tools, including the API, and a limited number of reports, including active views, historical, range, or basic or enormous distribution.

Configuring Google Ad Manager

Publishers need Google Adsense to create a Google Ad manager since Adsense makes it easier for publishers to traverse Google's numerous support pages and to set up an Ad manager.

First step: creating ad units

The ad unit is the basic unit of inventory in Google Ad Manager. Publishers must first specify exactly where adverts will display on their website.
Publishers then need to fill up the following fields. The name of the ad unit is included in the code section and publishers should make that publishers make use of the same name as that used in the "CODE" section for simplicity of use.  Although it is not necessary, this area helps to organize things. If the person only clicks on a text box, he will be presented with options based on the size of the ad unit.   Placements are a group of advertising units that publishers could sell as a unified "PACKAGE". This is unimportant if the publisher decides to place distinct advertisements in various parts.

Create order in Step 2

The next step is for publishers to create an order for advertisements. Publishers determine the size and cost of the advertising, as well as the line item numbers for creatives, in this sequence. The order is given a suitable name. Advertisers include the name of the person who is in charge of an order, such as a client, which should be indicated in the advertising agency box. Personal adverts run by the publisher should be shown under "House Advertiser"
Trafficker identifies the individual "in command" of an order as the proprietor of the Google Ad Manager account. Labels enable publishers to further customize their orders.

Add a Line Item in Step 3

Here, the option to customize how the advertising would be delivered is available.  Give it a name that suits it. The name of the line item. In  Inventory Dimensions, the person can select the ad size from the drop-down menu by choosing the text field. Under labels, the user could further personalize their order by using these. Comments include a publishing instrument for administration. Custom fields can be created and utilized to group reports in the admin area.  Making the line items enhances the experience of the customers while browsing your content. Due to this function, you may control where the adverts appear on your website or blog.

Add Creatives in Step Four

Publishers must enter client-provided creatives and advertisements. The actions required for this are:
  • Choose the Add Creatives icon by clicking on the desired line item.
  • Selected ad graphics should be uploaded to the resulting file area.
  • Add your click-through URL once your graphics have loaded.
  • Before the ad appears on your website, you must approve it first.

Google Ad Manager, an ad server, functions as the hub for managing all direct and indirect advertisers, ad networks, ad exchanges, and other ad-tech partners.

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Is Google Ad Manager a form of ad network?

A tool for managing ads for sizable publishers with a high volume of direct sales is Google Ad Manager. Granular controls are offered by Ad Manager, which also supports a variety of ad networks and exchanges, including AdSense, Ad Exchange, third-party networks, and third-party exchanges.

How does the ad exchange process work? What is it?

A digital marketplace where publishers and advertisers can exchange digital ad inventory is known as an ad exchange. Publishers use this internet marketplace to sell their available inventory of ad space. By allowing for the bidding on ad space, it acts as a digital marketplace for marketers.

The OpenX ad exchange is what?

With outstanding customer service and committed Yield Analysts, the OpenX Ad Exchange gives publishers and app developers total control over their whole advertising ecosystem.

What serves as an exchange's primary objective in advertising?

Why are ad exchanges important, then? Instead of negotiating bids directly with publishers, exchanges make it simple for advertisers to purchase advertisements across multiple websites at once. This method of buying and selling advertising is more effective and efficient.

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