Ad Manager elements

A guide to items created and managed in Ad Manager

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Whether you're a new or experienced Ad Manager user, there might be parts of the system that you don't understand. This reference lets you know about the key elements that make up an Ad Manager network.

There's a lot more to Ad Manager, like forecasting and reports, but these are the core elements that you create to get started delivering your campaigns.

Some content may only apply to Google Ad Manager 360.

 Inventory and ad units

An example of the Ad Manager interface which shows how to set up inventory.
  1. Set up your inventory in Ad Manager. This is where you want to have ads, what size you want them to be, etc. It's an organization of your site or app where you want to run ads. Each ad space is called an ad unit.

Ad tags

An example of the Ad Manager interface which shows how ad tags are generated for each ad unit and coded into a website.
  1. Generate ad tags for each ad unit and code them into your site. Google Publisher Tags (GPT) is an ad tag library that allows publishers to define inventory, initiate and bundle ad requests, and render matching demand. 

Orders and line items

An example of the Ad Manager interface which shows an order and a line item.
  1. Create an order in Ad Manager. An order is a representation of an agreement with an advertiser.

  2. This order will consist of one or more line items. Each line item will consist of the dates and times you'd like creatives to run, the agreed-upon price for running creatives, and various other settings. The line item also allows you to target the ad units set up in your inventory.


An example of the Ad Manager interface showing how to upload a creative.
  1. Within each line item, you'll upload creatives, or assign third-party creative assets that will run on the ad units that you've previously set up in your inventory and targeted in your line item.


An example of the Ad Manager interface which shows how an ad is served.
  1. When someone visits a page on your site that includes an ad tag, it requests ads for that ad unit from Ad Manager. Ad Manager receives the request, locates the line item targeting that ad unit, and returns the creatives you've assigned.

Users, teams, and companies

Ad Manager gives you various ways to control who accesses your network and what they can do and see.

Manage your own users

To manage your own users in Ad Manager, you use:

A user is generally one person, associated with one Google Account and email address. Each user has an assigned role—either a built-in role or a custom one — that consists of a set of permissions, or rules, about what the user can see and do.

If your network uses Teams, you can further restrict access. Team members can only see and work with orders and ad units that have been assigned to their teams.

Only available in Google Ad Manager 360.
Learn more about teams.

Manage external users

You can give advertisers and agencies read-only access to their own campaigns in Ad Manager. To do so, you use:

A contact is a person from an outside entity whom you invite to view their campaigns. All contacts must belong to a company. A company is an outside entity, such as an advertiser or agency.

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