How Google Ad Manager wants to bring together ‘everyone in the ecosystem’

Partner Content

Google Ad Manager is focusing on integrations with partners to ensure it is “bringing everyone in the ecosystem together”, according to two executives.

“What we believe is the future of TV is interactivity,” Sourya Roy, senior product manager at Google, told The Media Leader. “It’s not a one-way street any more; it’s two-way TV.”

To that end, Google Ad Manager is taking a three-pronged approach.

First, it is exploring new formats, such as skippable ads and L banners that can be dynamic, targeted and tailored.

Secondly, it is working closely with publishers and ecosystem partners so that it is constantly testing and learning said formats.

Finally, Google is turning these learnings into “easy-to-follow” documentation for partners. “[The] main thing is to make it easy to test as well as, if it works, implement properly,” Roy explained.

At the heart of Google Ad Manager’s work for the past two years is balancing creating a good viewing experience for the user while helping publishers make money.

As Roy said: “What we’re trying to do is how we can make the TV watch experience better — even better than what’s happening right now, even better than the current broadcast TV — but at the same time maximise the revenue, maximise the money for our publishers.”

‘An interesting time for the market’: Google adtech partners share top priorities

The recent integrations, such as that with Samba TV and Simplestream, aim to make broadcasters’ lives easier.

“The video ecosystem is complex and large,” according to Girija Sureka, video solutions consultant at Google. “Broadcasters want to pick what works for them and optimise their revenue, create the best user experience.”

So Google Ad Manager’s plan is clear, she said: “Showing how flexible Ad Manager can be, and you can choose your video stack as you prefer and whatever your priorities are, and Ad Manager can just plug in.”

Watch the full interviews:

The interviews were conducted at the Google Ad Manager Innovation Showcase in September 2024.