<s>
Google	B-Application
Ad	I-Application
Manager	I-Application
is	O
an	O
ad	O
exchange	O
platform	O
introduced	O
by	O
Google	B-Application
on	O
June	O
27	O
,	O
2018	O
.	O
</s>
<s>
It	O
combines	O
the	O
features	O
of	O
two	O
former	O
services	O
from	O
Google	B-Application
's	I-Application
DoubleClick	O
subsidiary	O
,	O
DoubleClick	O
for	O
Publishers	O
(	O
DFP	O
;	O
formerly	O
known	O
as	O
DART	O
for	O
Publishers	O
)	O
and	O
DoubleClick	O
Ad	O
Exchange	O
(	O
AdX	O
)	O
.	O
</s>
<s>
Google	B-Application
Ad	I-Application
Manager	I-Application
initially	O
used	O
a	O
second-price	O
auction	O
format	O
,	O
before	O
announcing	O
that	O
it	O
would	O
be	O
replaced	O
with	O
a	O
first-price	O
auction	O
format	O
in	O
March	O
2019	O
.	O
</s>
<s>
Google	B-Application
Ad	I-Application
Manager	I-Application
is	O
the	O
free	O
version	O
of	O
this	O
online	O
ad	O
management	O
software	O
and	O
it	O
is	O
recommended	O
for	O
small	O
businesses	O
.	O
</s>
<s>
Google	B-Application
Ad	I-Application
Manager	I-Application
360	O
is	O
the	O
paid	O
version	O
.	O
</s>
<s>
Google	B-Application
Ad	I-Application
Manager	I-Application
does	O
not	O
require	O
a	O
minimum	O
amount	O
of	O
impressions	O
on	O
individual	O
active	O
ads	O
,	O
but	O
it	O
does	O
have	O
a	O
limit	O
of	O
200	O
million	O
impressions	O
per	O
month	O
.	O
</s>
<s>
Google	B-Application
Ad	I-Application
Manager	I-Application
manages	O
inventory	O
for	O
advertisers	O
,	O
publishers	O
and	O
ad	O
servers	O
.	O
</s>
<s>
Additionally	O
,	O
Google	B-Application
Ad	I-Application
Manager	I-Application
can	O
use	O
data	O
collected	O
from	O
ad	O
performance	O
and	O
ad	O
space	O
performance	O
to	O
make	O
suggested	O
optimizations	O
to	O
the	O
user	O
.	O
</s>
<s>
The	B-Application
Google	I-Application
Ad	O
Manager	O
platform	O
started	O
out	O
as	O
two	O
distinct	O
products	O
of	O
the	O
,	O
then	O
independent	O
,	O
DoubleClick	O
company	O
:	O
The	O
DART	O
for	O
Publishers	O
ad	O
server	O
and	O
the	O
DoubleClick	O
Ad	O
Exchange	O
.	O
</s>
<s>
Google	B-Application
acquired	O
DoubleClick	O
in	O
2007	O
securing	O
both	O
products	O
as	O
part	O
of	O
the	O
sale	O
.	O
</s>
<s>
This	O
time	O
the	O
DoubleClick	O
brand	O
was	O
dropped	O
completely	O
and	O
DoubleClick	O
for	O
Publishers	O
became	O
Google	B-Application
Ad	I-Application
Manager	I-Application
.	O
</s>
<s>
The	O
rebrand	O
to	O
Google	B-Application
Ad	I-Application
Manager	I-Application
also	O
saw	O
the	O
end	O
of	O
the	O
Small	O
Business	O
label	O
.	O
</s>
<s>
The	O
product	O
still	O
offers	O
two	O
tiers	O
of	O
service	O
,	O
but	O
the	O
lower	O
tier	O
is	O
now	O
Google	B-Application
Ad	I-Application
Manager	I-Application
,	O
which	O
the	O
upper	O
tier	O
has	O
been	O
renamed	O
Google	B-Application
Ad	I-Application
Manager	I-Application
360	O
.	O
</s>
<s>
This	O
product	O
can	O
sometimes	O
be	O
confused	O
with	O
the	O
plural	O
'	O
Google	B-Application
Ads	O
Manager	O
 '	O
more	O
accurately	O
known	O
as	O
'	O
Google	B-Application
Ads	O
Editor	O
 '	O
-	O
software	O
used	O
to	O
manage	O
Google	B-Application
Ads	O
campaigns	O
outside	O
of	O
the	O
web	O
interface	O
.	O
</s>
<s>
Google	B-Application
Ad	I-Application
Manager	I-Application
(	O
GAM	O
)	O
is	O
an	O
online	O
ad	O
exchange	O
platform	O
for	O
companies	O
or	O
individuals	O
.	O
</s>
<s>
Google	B-Application
Ad	I-Application
Manager	I-Application
is	O
an	O
ad	O
exchange	O
service	O
.	O
</s>
<s>
This	O
means	O
the	O
content	O
or	O
ads	O
a	O
company	O
or	O
person	O
has	O
on	O
Google	B-Application
Ad	I-Application
Manager	I-Application
can	O
be	O
bought	O
or	O
sold	O
within	O
the	O
platform	O
by	O
other	O
ad	O
agencies	O
or	O
advertising	O
management	O
platforms	O
.	O
</s>
<s>
One	O
of	O
the	O
primary	O
functions	O
of	O
Google	B-Application
Ad	I-Application
Manager	I-Application
is	O
that	O
it	O
composes	O
reporting	O
for	O
a	O
wide	O
range	O
of	O
analysis	O
.	O
</s>
