Ad Manager helps you earn the highest price for every ad impression with dynamic allocation. This feature empowers Ad Exchange and AdSense to compete with other Ad Manager line items, without compromising the performance of guaranteed line item delivery.
There are a number of advantages to having Google Ad Exchange and Google AdSense compete with your other Ad Manager line items:
- Higher CPMs for Ad Exchange, AdSense and other ad network impressions
- Google Ad Exchange or AdSense will only deliver if they can offer a higher CPM than your other Ad Manager line items
Tips for managing effective competition
Define accurate CPM rate for line items
Declaring the correct CPM rate or value CPM rate for each line item is essential for Ad Manager to make the best decision about which line item to deliver. As you start out with Ad Manager, you can use the average CPM in your ad network’s interface as a starting point.
In some cases, you might receive one creative from an ad network that performs better on some sections of your content than others. In this case, we recommend you create separate line items targeted to the different inventory, each with a unique CPM rate that accurately reflects how that ad network performs on that inventory, specifically.
Set frequency caps for your ad network line items
A single network can’t fill every ad request and the value of impressions served to the same user decreases in value over time. Using a frequency cap for these line items can allow you to control how often an ad network serves an impression to the same user.
One of your goals as a publisher should be to get all of your ad networks to as near a 100% fill rate as possible, and one lever you have in your control is the frequency cap.
Start out with a cap of four impressions per day. If you find your fill rate immediately jumps to near 100%, then the frequency cap may be too tight and you may be missing out on impressions that the ad network could have filled if you had allowed the network to take more impressions.
In this case, loosen the frequency cap to six impressions per day, and keep adjusting until you see that the fill rate remains steady in the 90-100% range.
Alternatively, if you find that the fill rate is still not in the 90-100% range, try tightening your frequency cap to two impressions per day and see if you find improved fill rates.
Most networks have fill rates that are constantly fluctuating, so it’s important to keep an eye on your frequency caps and adjust them as necessary.
For more information about the details behind this optimization, we recommend the articles below: