Google Ad Manager
Google's publisher ad server and exchange, the market-leading tool at the centre of the US antitrust case.
Mountain View, California, USA · admanager.google.com
What Google Ad Manager does
Google Ad Manager combines two products that were once separate: the publisher ad server formerly called DoubleClick for Publishers (DFP), and Google's ad exchange (AdX). Most large websites use it to decide which ad fills each slot.
In April 2025 a US federal judge ruled that Google illegally monopolised the publisher ad-server and ad-exchange markets, and illegally tied them together (United States v. Google). Remedies could reshape how Ad Manager works.
How it makes money
A fee (take rate) on ad spend transacted through AdX, plus publisher ad-serving fees for large customers.
Where it meets invalid traffic
Applies Google's invalid-traffic filtering and publishes policies on inventory quality; it is also criticised for opaque auction mechanics.
Products
- Google Ad Manager 360
- AdX
- Open Bidding
- Unified pricing rules