Tag Archives: Google Ad Manager

Earn more from your ads

In today's environment, managing a digital ads business is complex. You have different types of content, deals, auction rules, even technology solutions. To extract the most value from your sites and apps, you need to be able to take all of these things into account at the same time. So when a user clicks on an article, presses play on a video, or opens your app, they’ll be served the ad that generates top dollar for you, while receiving a first-rate user experience. 

With Google Ad Manager, partners can manage and optimize their direct deals and auctions across all of their inventory, including inventory sold with third-party advertising technologies, from one powerful platform. Our yield management solutions are designed to help publishers streamline their processes, so managing a variety of demand sources is not just simpler, but additive.

Let’s take a look at some of our direct, indirect, and yield management features that can help you make the most revenue from your inventory.

Perfecting the direct deal

Direct deals are an important aspect of nearly every publisher's ad business, so Ad Manager allows partners to strike them in a variety of ways. While we’ve long had the capability to help publishers facilitate traditional reservations, we are seeing strong adoption of our Programmatic Direct deal types, particularly Programmatic Guaranteed.

Programmatic Guaranteed

In 2019, 85 of Ad Manager’s top 100 global publishers transacted Programmatic Guaranteed deals. And according to internal Google data from 2018 through 2019, the number of Programmatic Guaranteed deal orders placed increased by over 65 percent. 

The Programmatic Guaranteed deal type simplifies the reservations workflow by combining the precision and control of direct deals with an automated media buying process, helping secure inventory for advertisers and revenue for publishers. The deal workflow also helps eliminate cumbersome and manual processes, such as exchanging tags, troubleshooting discrepancies, overseeing billing and reconciliation, as well as delivers performance benefits for advertisers.

According to a recent Google sponsored white paper from Harvard Business Review, top publishers embracing automated reservations like Programmatic Guaranteed have freed their direct sales teams to develop more strategic client relationships with their advertisers while offering a wider variety of deal types across their entire portfolio. 

A better environment for indirect demand 

After fulfilling your most premium campaigns through reservations, Ad Manager can help you earn more with solutions to manage all your programmatic demand sources. When it comes to ad auctions, a lot of things need to happen in a short amount of time. Subtle differences in how you connect your demand sources, configure your auctions, and deliver ads across your sites, apps, or channels can have a meaningful impact on how much revenue you’ll earn. Below are a few solutions that we’ve developed to ensure that you make optimal revenue, while also delivering first-class experiences for your users. 

Open Bidding (formerly known as Exchange Bidding)

Open Bidding allows you to invite multiple third-party exchanges and ad networks to compete for your ad inventory in a unified, real-time first price auction. This solution reduces operational complexity and minimizes latency helping you achieve a higher yield on your ad inventory without sacrificing your user experience. 

Open Bidding works across all your inventory, including web and app, display and video. It also provides customized tools, unified reporting, simplified billing, and complete auction transparency.

App Mediation

App Mediation, also referred to as mediation, increases mobile app revenue by calling a series of third-party ad networks in order of highest expected yield, based on static prices set by partners, or pulled from third-party ad networks periodically, to fill an ad request. It maximizes yield and fill rates by passing the request along in sequence. So if one ad network doesn’t fill the request, the next ad network in the sequence gains an opportunity.

For mobile app, we’ve designed mediation and Open Bidding to work well together. Ad Manager first selects the highest paying bid from Authorized Buyers and Open Bidding buyers and inserts the winning price in order into the mediation chain. This way app partners get a unified mediation chain, that’s optimized for yield and inclusive of real-time bids.  

Smarter Ad Breaks for video and advanced TV

We’ve brought our extensive experience with video to bear to develop the Smarter Ad Breaks feature suite for video and advanced TV partners. The suite helps maximize the value of commercial breaks by combining the control of linear TV selling with the addressability of digital advertising. You can customize each individual ad slot to build a personalized commercial break, known as an Optimized Pod. You set the pod length and Ad Manager will look across open auction, sponsorships, direct deals, and Programmatic Guaranteed deals to slot in ads yielding the highest possible revenue. 

Using the Smarter Ad Breaks feature suite provides higher monetization through enhanced yield management, time savings through seamless workflow efficiencies, greater user experience through lower ad load latency, and brand safety protections like unified competitive exclusions

Bring it all together, with comprehensive yield management

The most difficult task when trying to make the most from your inventory is knowing the best buyer to sell your inventory to. That’s why harmonizing your direct and indirect demand in a single, powerful auction is important. Ad Manager offers a suite of yield management solutions designed to help you find the best model for monetizing inventory across all of your advertising partners.

We start by maximizing your yield with a single, unified first price auction that reconciles all of your guaranteed campaigns and non-guaranteed advertising sources—including real-time bidding partners (such as Authorized Buyers and Open Bidding partners) and non-guaranteed line items (including those used in header bidding implementations). This all happens in a transparent and fair marketplace to help you manage your inventory as efficiently and effectively as possible. 

In addition to increasing yield through competition, we’ve also developed automated and machine learning features like Dynamic Allocation, First Look, Optimized Competition, and Target CPM to help you make the most revenue possible without having to do anything. In fact, in 2018 we made nearly 50 optimizations aimed at improving publisher revenue, that generated 15% more revenue on mobile web and 9% more revenue in total for publishers using Google Ad Manager.

To learn more about how Ad Manager can help you manage your digital advertising business, read the complete blog series here or visit our new feature brief archive in the resources section of our website. And stay tuned for our next post on, Safeguard your advertising business.

Everything you need to power your digital advertising business

Every publisher has a unique business model, competitive advantage, and value proposition for their users. Because of this, we built Google Ad Manager to be feature-rich and flexible. From live streaming on connected TVs to rewarded ads in your apps, the Ad Manager platform offers all of the functionality and tools you need to power your digital advertising business.

With Ad Manager, you can manage all of your direct and indirect advertiser demand in one place, deploy a wide variety of engaging ad formats, and access and implement machine learning-generated forecasting, insights, and optimization recommendations. You can even integrate other advertising technology providers in the platform—should you choose to use them. 

Most importantly, we help you protect the value of your inventory by investing in defenses against ad fraud, developing ad monitoring tools, and supporting industry initiatives that help address bad ads for everyone in the ecosystem.

Earn more with Ad Manager  

Over the coming weeks we’ll be publishing a series of blog posts exploring several of Ad Manager’s key features and how they help our publisher partners maximize their ad revenue. Here’s what we’ll cover in the series:

  • Post 1: Earn more from your ads
  • Post 2: Safeguard your advertising business
  • Post 3: Deliver the best ad experience every time
  • Post 4: Use insights to make better business decisions

We hope this series sparks new ideas for how Ad Manager can help you continue to grow your ads business. In the meantime, visit the resources section of our site to learn more about what Ad Manager can do. 

The next-generation telco bundle: How telcos are embracing a digital transformation

The global telecommunications industry, which is comprised of traditional cable operators, satellite, wireless, and internet service providers, is in the midst of a digital transformation. Consumers’ expectations for integrated and on-demand experiences are driving demand for superior internet connectivity and digital TV and video content, creating more competition in TV and video than ever before. The market is changing rapidly with the proliferation of mobile and connected TV devices, more direct-to-consumer (DTC) and skinny bundle offerings, and new ways to monetize these experiences.

To gain a deeper perspective on emerging strategies and solutions across the telco market, we worked with international research and strategy consultancy MTM to conduct 25 long-form interviews with senior executives from leading telcos around the world. The findings which are summarized in our new report—calledThe Next-Generation Telco Bundle—explores industry perspectives on these changes as leading telcos rethink their video aggregation strategies, restructure their bundles, and diversify their offerings.

Here’s a few of our key takeaways on the future of the telco industry:

Doubling down on connectivity is a key priority for all telcos. 

Better broadband connectivity and reliability is essential and will remain the “foundation for business growth,” having become a “home necessity” in the words of one executive. Connectivity’s importance will continue to grow with consumer demand for greater network speed and data, especially as new devices and emerging technology such as 5G become available.

TV and video still play an important role in the telco bundle, especially for larger telcos. 

When we asked telcos how important TV and video is to their business, the average response was 4.5 out of 5—TV and video remain extremely important to their strategies. It helps telcos attract and retain subscribers, differentiate their offerings, and explore new advertising opportunities which are expected to scale rapidly with the onset of digital technology and as telcos develop more over-the-top (OTT) video streaming apps and aggregation offerings.

Creating the next-generation bundle is on the horizon, as many telcos look to diversify their portfolios with new products and services. 

As one telco executive put it: “What’s going to be the fifth product?” Telcos are uniquely positioned to lead the thoughtful home evolution and add-ons may include smart home automation and other internet of things (IoT) innovations, streaming games, and new connected devices.

To help telcos adapt and succeed with these strategies, Google has developed solutions that allow telcos to grow their core business of connectivity and video, expand beyond their core business with new products and services, and enhance technology and operations. This includes solutions like Android TV which offers telcos a customizable platform to launch both managed TV services and DTC experiences, integrations with Google Hardware such as Nest products to create a helpful home, and Google Cloud’s Contact Center AI which can help telcos automate call centers and improve customer experiences. 

To support new revenue growth, Google Ad Manager’s advanced TV solutions make it possible for telcos to monetize their connected footprint across all screens with seamless, personalized, and measurable ad experiences everywhere their customers are engaging. Solutions like Dynamic Ad Insertion enable telcos to deliver addressable ads on OTT content at scale whether in the living room or on a mobile device and optimize for the best user experience, Inventory Sharing makes it possible for telcos to honor complex business agreements across all of their partners, and Smarter Ad Breaks allows for personalized commercial breaks while maximizing revenue across reservation and programmatic inventory. 

Google’s solutions are built with the future of the telco industry in mind as connectivity and digital video growth continue, and as thoughtful home and automated customer care solutions advance, enabling our telco partners to sustain long-term growth during this time of transformation and beyond. 

To learn more about how telcos are transitioning into this exciting new era, download The Next-Generation Telco Bundle and read the full report.

2019 Google Ad Manager Recap

2019 is all but behind us. But before we move forward, we’re taking a moment to look back and reflect on another year filled with partner successes, new learnings and of course, product launches. 

Below are some of our top moments from throughout the year.

AM 1

Celebrated our partners' successes

Success stories showed the amazing work of our global partners. Check out these stories to learn how partners like...

  • India’s SonyLIV used Ad Manager to grow OTT ad impressions by 5x. 

  • Argentine news outlet Clarín delivered high-impact, custom ad formats programmatically. 

  • DAZN grew programmatic video revenue by over 150% using Exchange Bidding.

See more success stories from 2019 here.

AM 2

Launched new product solutions

In an effort to help publishers grow and simplify their advertising business, we developed several new features and updated existing ones: 

  • Simplified how partners manage advertising revenue and increased transparency for everyone in the ecosystem by moving Ad Manager to a first price auction.
  • Helped TV partners transition to digital advertising by launching new features like inventory sharing, ad break templates, TV forecasting, and real-time reporting for live and on-demand content. See our comprehensive product guide detailing all the ways Ad Manager can help programmers manage their digital ads businesses.
  • Released Programmatic Guaranteed with custom creatives. Looking to get started with this direct deal type? Start here. Then move to this Think with Google article detailing how to get the most out of your programmatic reservations.
See the details of all our 2019 product updates.
AM 3

Shared actionable insights

Helped partners demystify large challenges and act on opportunities by delivering insights and research across several critical business areas.

  • In partnership with Deloitte and the Google News Initiative, we published a global report to help publishers responsibly analyze and activate their data to improve user engagement, increase direct-paying relationships with readers, and drive revenue from advertising. 

  • Produced our first-ever advanced TV inventory report that analyzed how TV broadcasters around the globe are selling their inventory across digital channels. The report also explores which signals will play the largest role in driving demand and pricing as TV inventory shifts towards programmatic.  

Explore all Ad Manager guides and reports here.

AM 4

Encouraged a safe and healthy ads ecosystem

This year we took steps to ensure that our platform and policies are meeting users, publishers, and advertisers evolving expectations.

AM 5

Published materials to help you learn and do more

Throughout the year we also developed a suite of feature briefs that detail many of the capabilities and benefits that the Ad Manager platform delivers for partners. Published dozens of articles and blogs highlighting news and announcements about new product developments, events and partnerships. And added new articles to the monetization section on Think With Google. 

To stay up to date on our latest news you can sign up for the Google Publisher Connection newsletter, or follow us on LinkedIn and Twitter.

Thank you to all of our partners for your contributions and input on Ad Manager product development and thought-leadership this year. Onward! See you in 2020.

Additional steps to safeguard user privacy

Like many adtech providers, we use an advertising technology called Real-Time Bidding (RTB) to enable publishers of all sizes to sell online ad impressions in real time, funding a variety of content such as online journalism, videos and music. On our RTB platform, we’ve taken strong measures to protect user privacy —for instance, we require publishers to obtain consent from users to serve personalized ads, and we apply data minimization practices to the scope of the data shared in RTB bid requests, including truncating device IP addresses and using only resettable user IDs. 

On top of these protections, we will now be taking an additional step to further guard user privacy. Following our engagement with data protection authorities, we have decided that beginning in February 2020 we will no longer include contextual content categories in the bid requests we send to buyers participating in our auction. 

Content categories are descriptions of the type of content on a specific page, website or app. For example, these categories may indicate whether the content is about news or weather, and are intended to provide contextual information to advertisers about the site or app where the impression may appear. They help advertisers avoid showing ads on certain types of content that aren’t suitable for their brands, or as a way for advertisers to identify types of content where they do want to serve ads.

While we already prohibit advertisers from using our services to build user profiles around sensitive categories, this change will help avoid the risk that any participant in our auctions is able to associate individual ad identifiers with Google’s contextual content categories. We’ll also update our EU User Consent Policy audit program for publishers and advertisers, as well as our audits for the Authorized Buyers program. And we will continue to engage with data protection authorities, including the Irish Data Protection Commission as they continue their investigation into data protection practices in the context of Authorized Buyers.

Trust is the foundation of a healthy and sustainable advertising ecosystem. That’s why we’re working across products to ensure that our policies and practices are evolving to reflect people’s changing expectations around how data is collected and used. We will continue to ensure that people’s choices about the use of their data are respected, offer users additional controls, and increase transparency into how digital advertising works.

Google Ad Manager 2019 Advanced TV Inventory Report

In the age of digital media, TV programmers need to monetize their content wherever audiences are watching—whether that's on a connected TV, laptop or smartphone. But there are still several unanswered questions and challenges around selling and distributing TV inventory across the full range of digital devices. 

Additionally, as programmatic’s share of advanced TV ad dollars continues to grow, programmers should begin to rethink their sales strategies to optimize their inventory offerings. Programmatic should no longer be thought of as a means to fill remnant TV inventory, but as a tool to ensure programmers are capturing the highest yield and revenue across all of their demand sources. 

In an effort to help our TV partners better understand the global and regional trends of selling and distributing TV inventory in the digital ecosystem, Google Ad Manager researched the performance of 44 of its top TV programmer partners across APAC, EMEA, LATAM, and North America, from Q4 2018 through Q1 2019. 

The results vary from region to region, but they all provide important insights TV programmers should be aware of as they move towards a programmatic future. For example:

  • Connected TV has emerged as the leading digital device to watch TV content on in North America. While mobile is the leading device for the digital viewership of TV content globally.
  • The majority of advanced TV ads shown on digital devices were sold via traditional reservations—direct deals transacted without automation. But programmatic direct and indirect deals are gaining momentum in several global regions. 
  • TV programmers have an opportunity to take advantage of the automation, scale, and advanced functionality that programmatic platforms deliver. Programmatic Guaranteed has emerged as a leading programmatic deal type to efficiently transact TV media.
  • We’ve uncovered four indicators (viewability, addressability, context, and protections) that have the largest impact on digital TV inventory demand and value. We explore what these signals are, how they are created, and the impact they have on programmatic sales.

This new chapter in TV history will present programmers with a challenge and an opportunity to redefine the way they manage and monetize their businesses. And while advanced TV is still relatively nascent, we believe programmers should start positioning themselves now to ensure long-term success later. 

To find out how to take advantage of the new opportunities advanced TV has to offer, download Google Ad Manager’s 2019 Advanced TV inventory report here.

Digital-first advertising solutions for TV programmers

The TV industry is going through a digital transformation as viewers watch more content in their living room on over-the-top (OTT) and streaming services. In fact, in the first half of this year, we saw connected TVs become the leading device in North America for Ad Manager programmer partners.1 As TV converges with digital, we’ve been developing new advanced TV solutions that combine the flexibility and precision of digital with the scale and control of TV to help innovative media companies like Disney, Univision, and many more deliver seamless, personalized, and measurable ads. Today we’re adding new features to our advanced TV solutions for programmers including inventory sharing, ad break templates, TV forecasting and pacing, and real-time reporting.

Seamless ad experiences between programmers and distributors with inventory sharing

Programmers often have complex inventory sharing agreements with many content distributors, including traditional TV operators and digital distribution partners like virtual multi-channel video programming distributors (vMVPD) and OTT services, in which they share a portion of their ad inventory. To help remove some complexity, Ad Manager has launched a new inventory sharing feature that allows programmers and distributors to configure flexible inventory sharing rules in an easy-to-use workflow. Partners are now able to manage rules—like category exclusions, frequency caps, or yield management—across different inventory shares even when a distributor is using a different ad server from their programming partner. By bringing the automation of digital to traditional inventory sharing agreements, partners can deliver seamless ad experiences in all the places their content is available.

Personalized ad experiences with ad break templates

Ad Manager’s Smarter Ad Breaks suite offers partners the ability to deliver personalized ad experiences to viewers, while maximizing revenue and yield across both reservation and programmatic ads. We’re enhancing this product suite with the launch of Ad Break Templates which brings more TV-like control with digital flexibility to every commercial break. Ad Break Templates allow partners to craft a truly customized ad experience with an easy drag-and-drop functionality where they can specify the order, length, and type of ad spot in each commercial break for both live and on-demand content. Whether starting with a sponsorship ad, ending with a bumper ad, or designating a specific spot where a programmatic ad appears, Ad Break Templates give publishers the control they need for their commercial breaks. These templates can also be applied to future commercial breaks once they see what’s working best.

Our Smarter Ad Breaks suite is not only making it easier for partners to customize their commercial breaks, but also to increase revenue. Partners using Smarter Ad Breaks have seen over 50 percent revenue uplift compared to video ads served in a traditional manner.2 

Measurable ad experiences with TV forecasting and real-time reporting

Live events like sports have become especially popular in streaming environments because they allow viewers to watch anywhere, but they can be challenging to monetize due to unpredictable viewership spikes. Ad Manager's TV forecasting now makes it possible for partners to accurately pace their TV inventory according to historical data and custom curves. Partners can fine tune their forecasts to account for peaks and valleys of season premieres, finales, live events, and everything in-between. This means sports streaming companies can more precisely pace ads in their live college football games ahead of time, so that they're not over or under sold, and can earn the most money from every commercial break. 

Building on our TV forecasting capabilities, Ad Manager’s new real-time reporting feature allows programmers to validate that their campaigns are running as expected during an event. Live events are known for having a large amount of high-valued inventory available to fill in a short period of time, and any delivery issues can result in substantial missed ad opportunities. Real-time reporting provides partners a way to quickly identify and fix ad delivery issues in real time across their live and on-demand content. So when the basketball playoffs or the big college football matchup are streaming, people continue to have a broadcast-quality viewing experience and partners can continue to grow revenue. 

These features are only the beginning of a truly converged TV and digital future. As we look ahead, we’ll continue to see our TV programming partners leverage more digital benefits, like the ability to use programmatic guaranteed to complement their TV sales and upfronts. And we’ll be focused on continuing to develop more digital-first ad features made for TV that empower our partners, today and in the future. 

1. Google Ad Manager, Ad Exchange, internal data, Q4 2018 - Q1 2019.

2. Google Ad Manager, internal data, March 2018

A privacy-safe approach to managing ad frequency

At Google, we believe it's possible to improve user privacy while preserving access to the ad-supported web. Back in August, we shared an update on the progress we’re making toward this vision. Chrome put forward a series of proposals inviting the web standards community to start a discussion on how to advance user privacy while meeting the needs of publishers and advertisers. We also shared an initial proposal for practices that we believe would give people more visibility into and control over the data used for advertising.

Since then, we’ve engaged with product and engineering experts from across the digital ads ecosystem—including at the IAB Tech Lab’s Innovation Day on Data Responsibility, heard from brand and agency leaders during Advertising Week in New York, and met with our publishing and ad technology partners at the Google Ad Manager Partner Summit. This week, we’ll be holding discussions with our advertising and publishing partners in Europe at a series of events in London.

In all of these forums, the conversations have centered on how to reshape marketing and measurement solutions to be more privacy-forward for users, while ensuring they remain effective for the publishers and marketers that fund and sustain access to ad-supported content on the web.

One example is how advertisers manage the number of times someone sees an ad, a critical step to delivering a better user experience. When third-party cookies are blocked or restricted, advertisers lose the ability to limit the number of times someone sees their ads. This means that users may be bothered with the same ad repeatedly, advertisers may waste spend or decide to exclude certain media altogether, and publishers may earn less revenue as a result.

Using machine learning to manage ad frequency while respecting user privacy

That’s why, in the coming weeks, we’ll be rolling out a feature in Display & Video 360 that uses machine learning to help advertisers manage ad frequency in a way that respects user privacy when third-party cookies are missing. And in the future, we plan to bring this capability to our display offerings in Google Ads.

Using traffic patterns where a third-party cookie is available, and analyzing them at an aggregated level across Google Ad Manager publishers, we can create models to predict traffic patterns when a third-party cookie isn’t present. This allows us to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager. Then, when there is no third-party cookie present, we’re able to optimize how often those ads should be shown to users.

Since we aggregate all user data before applying our machine learning models, no user-level information is shared across websites. Instead, this feature relies on a publisher’s first-party data to inform the ad experience for its own site visitors. It’s an approach to managing ad frequency that’s more privacy safe than workarounds such as fingerprinting, which rely on user-level signals like IP address, because it respects a user’s choice to opt out of third-party tracking.

This is a step in the right direction as we work across Google to raise the bar for how our products deliver better user experiences while also respecting user privacy. And this approach to ad frequency management can be a model for how the use case might one day be solved industry wide at the browser level. It’s consistent with Chrome’s explorations of new technology that would advance user privacy, while ensuring that publishers and advertisers can continue to sustain access to content on the open web.

As we continue engaging with users and key industry stakeholder groups, we look forward to sharing more of what we learn. Stay tuned for more updates on our blogs.

Rolling out first price auctions to Google Ad Manager partners

As we announced in March, we’re transitioning to unified first price auctions for Google Ad Manager to help our partners simplify how they manage advertising revenue and increase transparency for everyone in the ecosystem. Over the last few months, we’ve been testing the performance of this change and the results show that on average, first price auctions have a neutral to positive impact on a publisher’s total revenue—revenue from all their advertising sources—when compared to second price auctions. In addition, we found evidence that first price auctions have created a more competitive market, resulting in third parties (Demand Side Platforms and Ad Networks outside of Google) and indirect line items (like those from Header Bidding implementations) winning an increased share of impressions. 

Based on these results, we are confident that moving to first price auctions in Ad Manager will ensure a fair and transparent marketplace that benefits the health of the programmatic ecosystem. That’s why, starting next week, we’ll continue with the full roll out of first price auctions to all partners using Google Ad Manager, with the expectation to complete the transition over the next few weeks.

Increasing auction transparency 

After we’ve completed the transition to first price auctions, we’ll be able to provide additional auction transparency to both publishers and advertisers. 

For publishers, we'll start a new beta that provides data from all the bids submitted to your auctions. With this Bid Data Transfer file, you’ll be able to create a full bid landscape that shows the range and number of bids you received, across dimensions like ad unit and buyer. This information will help you evaluate the value of your inventory and better understand the bidding behavior of buyers. In order to prevent bid data from being tied to individual users, you will not be able to join the Bid Data Transfer file with other Ad Manager Data Transfer files. 

For Authorized Buyers and Open Bidders (formerly known as Exchange Bidding buyers), we’ll provide additional information post-auction to help inform your bidding strategies. Buyers will receive the minimum bid price to win after the auction closes. This feedback will help you understand when to bid higher to win valuable inventory. 

Since we first announced our intent to transition Ad Manager to first price auctions, we’ve received feedback from many of our partners, which has helped inform our rollout plans. This dialogue led to changes such as increasing the maximum number of pricing rules and extending the length of the test period. Although we're not the first to make this change, we’re excited to take this step and continue to work with our partners to create a more sustainable advertising ecosystem.

Google Ad Manager’s API delivers control, connectivity and customization

Google Ad Manager has the flexibility to manage your entire digital ads business, including the ability to connect with other technology solutions. In order to do this, many partners employ the Google Ad Manager API to connect the data dots—and help make their businesses more effective and efficient. Ad Manager’s API capabilities allow publishers to build applications that interact directly with their platform accounts, and many publishers are already using them in a variety of ways. 

For example, automating common workflows can save time and resources so that you don’t have to make changes manually. Or you can programmatically access your data, giving you the flexibility to populate custom dashboards or interfaces. And if you use the API to optimize your inventory based on the most up-to-date data, you can increase efficiency and help you get the most out of the ads you serve.

Here are five ways you can put the Ad Manager API to work to improve your business:

API 1.1

Automate data pulls for your external analytics tools

With the Ad Manager API, you can run reports that return a machine readable data file. This means that you can write an application that fetches your network’s reporting data, then feed that data into any analytics tools your business uses for up-to-date and actionable insights. 

Many publishers have built reporting applications that run on a regular schedule so their data pipeline always has the most recent data. An example pipeline might be one that fetches Ad Manager reporting data via the API and writes the results to a database. Your business intelligence software can then read the data, combine it with your other business data, perform some analysis, and send out a summary email to interested parties.

API 2.1

Report and manage your key-values in bulk to optimize ad offerings

Key-values can give you more control over how you configure ads on your site. You can use them to identify pages, specific parts of a page, or other ad inventory. In order to report on key-values, each key-value must be added to your Ad Manager network and be marked as reportable. Using the API to keep these key-values updated can save a lot of time over entering them all manually.

API 3.1

Run inventory experiments with flexible forecasting

Monitoring your historical performance through reporting is only half of your optimization story. With the Ad Manager API, you can also evaluate future performance by running forecasts on existing and hypothetical line items. For example, you can run forecast simulations on a number of different line items that serve on different days and with different targeting configurations to compare how they stack up against each other.

API 4.1

Take a snapshot of your ad network

Sometimes it’s useful to have a local snapshot of your network’s orders, line items, etc. You can use this snapshot for quicker analyses since you can keep your data where your analytics are running, whether that’s on your in-house servers or in the cloud. Use the API to fetch only the most recently updated entities so that your snapshot stays as fresh as you need it.

API 5.1

Build a custom interface for your business 

Perhaps you have an internal process that you’d like to streamline with a custom user interface or you have intelligence and analytics you’d like to sell to others. The Ad Manager API can connect your own network data or the data from other networks that grant your application access to a custom interface you build. The API offers read and write access to just about any entity you can access in the Ad Manager dashboard, giving you a range of configuration possibilities.

If you’re interested in building an Ad Manager API integration, you’ll find many resources on our developer documentation. We offer libraries to make getting started easy with support for Java, Python, PHP, .NET, and Ruby. 

And if you have a development team that’s working on Ad Manager API integrations already, we host several Ad Manager Developer Workshops to take your integration to the next level. The next opportunity will be our London event on September 26, 2019.