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

Updated on: December 20, 2023
Google Ad Manager offers two variations– Google Ad Manager and Google Ad Manager 360. Let’s find out the differences between the two.

As a publisher, you need an ad management platform to sell and manage your ad inventory. Also known as an ad server, you need it to centralize all aspects of your ad monetization operations, from trafficking and targeting to reporting and analysis. The ad server streamlines the process of delivering ads to a website or mobile app and provides valuable insights into campaign performance and audience behavior.

Now, when it comes to Google, it offers two ad server platforms (accounts) to manage and monetize your ad inventories: Google Ad Manager (GAM) and Google Ad Manger 360 (GAM 360). But what’s the difference between the two? Let’s find it out.

What Is Google Ad Manager for Publishers?

Google Ad Manager (GAM) is a cost-free, cloud-based ad monetization platform provided by Google. Publishers can utilize this all-in-one platform to generate revenue from ads and manage ad delivery while getting access to its reporting features.

GAM is for small and mid-range publishers who get less than 90 million impressions per month. The platform combines the features of DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX), providing a single management platform for all inventory, programmatic deals, and ad sales. 

Wondering what DFP and AdX are? Well, DoubleClick for Publishers is a comprehensive solution for managing a publisher’s ad inventory and is the flagship ad server offered by Google. And DoubleClick Ad Exchange is a real-time marketplace to buy and sell available ad spaces, aka inventories. In 2018, Google combined the best features of these tools and launched Google Ad Manager. 

Double-click-for-publishers (2)

With GAM, publishers can define, monitor, and manage their web, mobile, and app inventory all in one place and have the option to include AdSense and AdX to compete for impressions. The platform also allows publishers to create, update, and deliver line items, manage sales, send invites for direct deals, and accept insertion orders. Publishers can control when and where the ad appears, set price floors, and even block advertisers from bidding on their inventories.

Additionally, GAM is equipped to comply with the latest privacy regulations like GDPR and CCPA, making it an ideal choice for publishers looking to maximize their ad revenue and increase efficiency in ad management.

Read our complete guide about Google Ad Manager For Publishers.

What Is Google Ad Manager 360 for Publishers?

Google Ad Manager 360 (GAM 360) is a cloud-based paid platform of GAM used by enterprise publishers or publishers with higher traffic volumes. The platform offers everything provided by GAM, with additional features such as multi-screen ad delivery and advanced reporting. 

As a premium publisher, you also get different integrations such as Data Studio, DMP (Data Management Platform) integration, Open Bidding, special ad units, CPA (Cost Per Action), and vCPM (Viewable Cost Per Impression) based campaigns, audience segmentation and many more. 

Interesting Fact: GAM 360 again has two versions: GAM 360 Basic & GAM 360 Advanced.

Learn more about Google Ad Manager 360.

Despite their similarities, Google Ad Manager and Google Ad Manager 360 are two distinct platforms. Both platforms work with Google Analytics, AdSense, and Ad Exchange to provide a seamless experience in managing online advertising.

However, the two platforms differ in their features and capabilities, with Google Ad Manager 360 offering more advanced options for high-volume publishers. Other differences include,


GAM vs GAM 360 Pricing

Inventory & Trafficking

GAM vs GAM 360 Inventory & Trafficking

Monetization & Support

GAM vs GAM 360 Monetization Support

Integration & Reporting

GAM vs GAM 360 Integration & Reporting

When Can You Move From GAM to GAM 360 and How?

To access the premium version of Google Ad Manager, publishers must surpass the monthly ad impression limits set by the country. These limits are as follows:

1. 90 million impressions per month for non-video ad units: For the U.S., Canada, Australia, and New Zealand.

2. 200 million impressions per month for non-video ad units: For the Russian Federation, Slovakia, Czech Republic, Greece, Slovenia, Lithuania, Romania, Poland, Ukraine, Hungary, Croatia, Bosnia and Herzegovina, Cyprus, Kenya, Morocco, Estonia, Latvia, Bulgaria, Turkey, Lebanon, Israel, United Arab Emirates, Saudi Arabia, Egypt, South Africa, Mexico, Argentina, Chile, Columbia, Guatemala, Uruguay, Peru, India, Taiwan, Malaysia, Korea, Hong Kong, Indonesia, Pakistan, Thailand, Philippines, China, Vietnam, Bangladesh, or Sri Lanka.

3. 150 million impressions per month for non-video ad units and 800,000 video ad impressions per month: For countries not listed above.

You can find more details here

Once you cross the free impression limit set for your country, you can contact Google directly to upgrade your Ad Manager account. Alternatively, you can also connect with a GAM 360 reseller to get access to the account. 

Think Before The Switch

While both Google Ad Manager and Google Ad Manager 360 provide you with the tools you need to manage your advertising campaigns effectively and maximize your revenue, there are some key differences between the two. 

As a publisher, you should carefully consider your needs, goals, and budget when deciding which platform is right for you. For larger enterprises with more complex monetization and management needs, GAM 360 may be the better option, while independent publishers may find GAM a more cost-effective solution.


Q1. What is Google Ad Manager 360?

Google Ad Manager 360 is an ad-management platform by Google that lets you manage your display, mobile web, mobile app, and video ads from a single interface.

Q2. Can I use GAM 360 with a third-party ad server?

Yes, you can use GAM 360 with a third-party ad server.

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