Google Ad Manager = DFP Small Business
GAM will be going away, at least in name, and becoming DFP Small Business.
We all knew this was coming. The marriage of Google + DoubleClick necessitated a bridging of GAM and DFP (DoubleClick for Publishers) . The former having been a free ad server that Google launched in 2008 and the latter being the industrial strength, enterprise class, heavy weight ad server that every top site in the world has used to manage their ad inventory(primarily premium ad sales).
So, what does this mean? For most small publishers, very little now and in the long run it should be a huge win. If your impression volumes are “low” (not sure how low just yet but we’ll know soon), you won’t have to pay to use DFPSB. And you’ll continue to get access to DFPSB’s dynamic adsense backfill. I’ll cover this in more detail in a future article, but suffice to say, dynamic backfill is the key to the kingdom – adsense gets to compete with your advertisers and your remnant network for your inventory – at whatever CPM you deign them to compete at.
It’s also highly likely that Google will expand DFPSB to include their premium ad exchange – DoubleClick Ad Exchange. The Exchange ads the ability for participating DoubleClick advertisers or ad networks to also bid directly against your inventory, in addition to the Adwords advertisers, your networks, etc.
Now, if your ad volume exceeds the DFPSB “free” minimums, you’ll have to run the numbers, but instant access to, potentially, thousands of additional advertisers who MUST compete with your other ad buys is powerful.
More on this as we get it…
