Ad Manager elements

A quick guide to items created and managed in Ad Manager

View related Skillshop training course

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

To learn more about each of these elements, follow the links or browse or search the help center.

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 is the space you want to sell on your websites or apps. In Ad Manager, inventory for your website or app is defined by configuring the following elements:

  • Ad units: Ad units represent the spaces on your website or app where you want to show ads.
  • Placements: An optional grouping of ad units that makes them easier to target all at once.
  • Key-values: Custom targeting designators that can be used for a variety of purposes and are often used to identify different ad inventory.

Learn more about inventory.


When you have inventory, you need to deliver ads to it. In Ad Manager, your campaigns consist of:

In Ad Manager, orders contain line items, and line items contain creatives. An order is a representation in Ad Manager of an agreement with an advertiser. It has start and end dates, and it can contain one or more line items.

A line item holds information about the specific run dates, targeting, and pricing of one or a set of creatives that will be delivered, including which ad units and placements are targeted. Every line item is contained within an order.

A creative is a specific advertisement, such as an image file, a video file, or other content. It's what gets delivered to users. To be delivered, a creative must be associated with a line item. One creative can be associated with more than one line item.

Each order is also associated with an advertiser, which is a company that you add to Ad Manager.

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 his or her own campaigns. All contacts must belong to a company. A company is an outside entity, such as an advertiser or agency.

Was this helpful?
How can we improve it?