Key Points

  • DoubleClick for Publishers (Google DFP) was a platform absorbed by Google and ultimately rebranded as Google Ad Manager.
  • Google Ad Manager (GAM) is Google’s comprehensive ad-serving platform for publishers.
  • The transition from DoubleClick for Publishers to the Google Ad Manager we know today has seen the addition of many features, enhancements, and user experience improvements.

They say the one constant in life is change. Nowhere is that more true than within the advertising space, especially ad tech product names. Keeping track of which platform has been rebranded, renamed, or combined with another can feel like a full-time job.

No one is more guilty of this constant rebranding than our friends at Google. They make great products and solutions, of course. But boy, they love changing product names while we try to keep up.

This leads to a common publisher question at Playwire: what’s the difference between Google DoubleClick and Google Ad Manager for Publishers?

We’ve got the answer to that and other related queries right here.

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What is DoubleClick for Publishers?

DoubleClick for Publishers (DFP) was a platform created by DoubleClick Inc., then acquired by Google in 2008. It quickly became the go-to ad server and ad-serving technology to manage multiple ad networks in one place. It was an all-in-one solution with features like advanced reporting, real-time bidding (RTB), video ad format support, and more.

In 2018, Google officially rebranded DFP as Google Ad Manager. That’s why some ad tech industry veterans sometimes refer to Google Ad Manager as DoubleClick. In a nutshell, there’s no real difference between Google Ad Manager and DoubleClick for Publishers. They’re essentially the same product with a new name. 

Since DoubleClick’s rebranding, the primary changes have been to add more functionality and scale to better meet industry demands. For example, these changes include improved reporting capabilities, access to additional ad networks, support for dynamic creative optimization (DCO), and programmatic advertising buying through Google Open Bidding.

Overall, Google Ad Manager has become an increasingly powerful tool for publishers to manage their digital advertising needs in one place — allowing them to maximize yield, control their ad inventory, and remain compliant with industry regulations.

How Does DoubleClick for Publishers/Google Ad Manager Work?

Google Ad Manager is Google’s comprehensive ad-serving platform for publishers. It combines the power of DoubleClick for Publishers, Google Ad Exchange (Google AdX), and several other Google products. This allows publishers to effectively manage their entire digital advertising business across multiple screens, formats, and channels in one place.

The main goal of Google Ad Manager is to simplify the complex process of running ads on a website or app by giving the advertiser the flexibility to buy ad inventory through an auction or direct sale — all within the same platform.

Not only does this make it easier for publishers to sell their ad inventory, but also makes it simpler for them to track impressions, clicks, conversions, RPMs, and other key metrics.

Google Ad Manager also offers a range of tools and features to help publishers maximize their ad revenue, such as the ability to set up dynamic line items through dynamic ad insertion, targeted audience management based on user preferences or history, and configure rule-based optimizations.

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The Publisher's Guide to Google Ad Manager and GAM 360

Should I Choose DFP/Google Ad Manager?

Whether or not you should use DoubleClick for Publishers/Google Ad Manager depends on your specific needs. 

GAM is a comprehensive, but potentially costly, ad platform that can take care of all your audience and ad management, Google analytics, and optimization needs. On the other hand, if you only need to track basic metrics like impressions, clicks, and conversions, there are more affordable solutions available within the digital ad space.

Meanwhile, managing Google Ad Manager yourself with a DIY approach can be extremely time-consuming. It might also mean you miss out on some of GAM’s more advanced capabilities — not to mention other platforms that can bring their own data and demand sources to your ad revenue strategy.

If you’re looking for a more efficient way to run your digital ad business, Playwire can help. Our expert team of professionals can manage all aspects of your ad campaign in GAM and provide comprehensive reporting so that you can make informed decisions about optimizing your ad campaign performance.

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The Complete Google Ad Manager Resource Center

Is Google Ad Manager All I Need to Monetize My Website or App?

Google Ad Manager is a great platform for monetizing your website or app, but it shouldn't be the only tool in your arsenal. There are other ad monetization tools and services out there that can help you further optimize your ad performance.

For example, data-driven attribution models such as multi-touch attribution allow you to gain a deeper understanding of how different marketing channels are contributing to user acquisition and conversions. You can also use A/B testing tools to experiment with different creative elements and maximize click-through rates (CTRs). 

Whatever You Call It, Playwire is the Key to Making It Work for You

Google Ad Manager, Google DoubleClick for Publishers, or “that Google marketing platform.” Whatever name you know it by, Playwire, who also happens to be a Google Certified Publishing Partner, has nearly two decades of experience making it work for publishers.

As a leading authority in supporting web and app publishers with Google’s suite of tools: Google AdSense, Google Ad Manager, and Google AdMob, in addition to a range of other advanced ad monetization tools you can only access by working with us, Playwire helps empower publishers to accomplish the ultimate goal of driving more ad revenue.

Contact us online today to get started!

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