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How to Get Google Ad Manager 360

Cody Schneider•

Thinking about upgrading to Google Ad Manager 360 but not sure where to start? You're in the right place. While the free version of Google Ad Manager is powerful, the 360 tier unlocks a new level of advertising control, revenue, and data insights. This article breaks down exactly how to get access to GAM 360, explaining the two main paths available to publishers.

What is Google Ad Manager 360 (and Why You Might Need It)

Google Ad Manager 360 (commonly called GAM 360) is the premium, paid version of Google's comprehensive ad serving platform. While the standard Ad Manager is perfect for many publishers starting out, GAM 360 is built for businesses that are scaling rapidly and need more sophisticated tools to manage their advertising operations.

The free version has limits, and growing publishers often hit a ceiling. Upgrading gives you features and capabilities designed for high-volume, professional ad stacks. Consider the upgrade if you're experiencing hurdles like these:

  • You're pushing the limits on the number of active line items, key-values, or custom targeting rules.

  • You want more direct control over your programmatic deals with tools like Programmatic Guaranteed.

  • Your video advertising strategy is getting sophisticated, and you need advanced video ad serving features.

  • The basic reporting isn't cutting it anymore, you need granular, event-level data to truly understand performance.

  • You want access to a dedicated Google support team instead of relying solely on community forums.

More than just higher limits, GAM 360 offers a toolkit that can significantly lift your ad revenue and operational efficiency. The major draws usually include:

  • Access to Data Transfer Files: These are raw logs of all your ad server events (impressions, clicks, etc.). This data is a goldmine for deep analysis, allowing you to build custom attribution models, understand user behavior, and perform advanced yield optimization outside of GAM's standard reports.

  • Advanced Audience Tools: Create more sophisticated first-party audience segments and integrate seamlessly with Google's broader data ecosystem (including Display & Video 360). This means more precise targeting and higher CPMs.

  • Dedicated Support: Get an assigned Google account manager who can help you troubleshoot issues, navigate new features, and provide strategic advice. This is a game-changer compared to self-service support.

  • Special Ad Formats & Features: Unlock access to premium features like enhanced video ad pods, specific mobile ad capabilities, and more robust creative format management.

The Two Paths to Access Google Ad Manager 360

You can't just click a button and subscribe to GAM 360. Access is granted through one of two channels: working directly with Google or partnering with a third-party reseller. For most growing publishers, the second option is the most realistic path.

Path 1: Signing a Direct Contract with Google

Going direct means you have a contract and relationship with Google itself. This path is generally reserved for the largest, most established publishers in the world — we're talking major media corporations and websites with massive, consistent traffic.

Qualification Requirements

While Google doesn't publish a hard-and-fast checklist, the primary gatekeeper is your monthly ad impression volume. The specific thresholds can vary by region and ad format, but here are the generally accepted guidelines:

  • Display Ads (Non-Video): The old watermark was 90 million monthly impressions. For publishers in core markets like the US, Canada, Australia, and New Zealand, this is often closer to 150 million+ monthly impressions. For other regions, the minimum might be a bit lower, perhaps around 50 million.

  • Video Ads: You'll typically need to be serving around 800,000+ monthly video ad impressions to qualify for GAM 360 for video.

  • Mobile App Ads: The expectation here is often around 200 million+ monthly impressions.

Impression volume is the most important factor, but Google also looks at other criteria:

  • Brand Safety: Your site content must be premium and brand-safe, adhering strictly to all Google Publisher Policies without a history of violations.

  • Audience Engagement: Google prefers publishers with high-quality, engaged traffic from organic sources.

  • Business Standing: They look for legally established, reputable companies.

How a Direct Deal Works

If you meet these high traffic requirements, a Google account representative will likely reach out to you. It's more of an invitation-only club. You negotiate a contract directly, which usually involves a minimum impression commitment and a CPM-based technology fee or a revenue sharing agreement for a portion of your Open Bidding revenue.

Pros of Going Direct:

  • You have a direct relationship with Google.

  • For publishers at massive scale, it could potentially yield a better financial agreement than a partner rev-share.

Cons of Going Direct:

  • The impression requirements are extremely high, making this route inaccessible for the vast majority of publishers.

  • You are responsible for all technical setup, management, troubleshooting, and optimization.

  • Negotiations can be complex, and you can feel like a small fish in Google's very large pond.

Path 2: Working with a Google Certified Publishing Partner (GCPP)

For the 99% of publishers who want GAM 360 but don't have hundreds of millions of monthly impressions, the GCPP program is the answer. A Google Certified Publishing Partner is a third-party company that has been vetted and certified by Google to provide services related to their advertising and publishing products. They are essentially expert-level resellers.

Qualification Requirements

This is where things get exciting. GCPPs can offer GAM 360 to publishers with significantly lower traffic because Google aggregates the impression volume across all the publishers a partner represents. This means a partner's network as a whole easily clears the direct thresholds.

While each GCPP has its own minimum requirements, you can often gain access to GAM 360 through a partner with as few as 10 to 30 million monthly impressions. Some may consider publishers with even less traffic if the audience quality and growth potential are strong.

Partners are also looking for quality. You'll still need a brand-safe website compliant with all of Google's policies.

How Working with a GCPP Works

When you work with a GCPP, you don't sign a contract with Google, you sign one with the partner. The GCPP provides you with access to GAM 360 as part of their service package. In exchange, they typically take a percentage of the ad revenue generated, known as a revenue share.

A good GCPP is much more than just a reseller. They become an extension of your team, providing:

  • Yield Management Expertise: They actively manage your programmatic setup, including setting up Open Bidding, optimizing pricing rules, and building out private marketplace (PMP) deals to maximize your ad revenue.

  • Technical Support: They handle the initial GAM 360 seat setup and provide ongoing technical support, saving you countless hours of troubleshooting.

  • Access to Additional Demand: Many partners have their own header bidding technologies and direct relationships with advertisers, bringing in demand that competes against Google's exchange to drive up your CPMs.

  • Strategic Advice: They've seen what works across hundreds of websites and can offer valuable advice on ad layout, viewability, Core Web Vitals, and everything else that impacts monetization.

How to Choose the Right GCPP

Choosing a partner is a big decision. Here are a few tips to find the right fit:

  • Check the Official List: Google maintains an official directory of GCPPs . Any partner you consider should be on this list.

  • Understand Their Model: Ask about their revenue share percentage and be crystal clear about what services are included. Is it just GAM 360 access, or does it include full yield management, technical support, and header bidding?

  • Look for Specialization: Some partners specialize in certain niches, like news sites, recipe blogs, or gaming sites. A partner who understands your vertical can offer more tailored advice.

  • Ask for Case Studies: Request references or case studies from publishers similar to you. A strong partner will be happy to demonstrate their track record of increasing ad revenue for their clients.

Pros of Working with a GCPP:

  • Dramatically lower impression requirements make GAM 360 accessible to growing publishers.

  • You get a team of ad ops experts dedicated to managing and improving your revenue.

  • It offloads the technical burden of setup and maintenance.

Cons of Working with a GCPP:

  • You pay a portion of your ad revenue to the partner (though a good partner should increase your revenue far beyond their fee).

  • You're adding another company into your advertising stack.

Final Thoughts

Ultimately, getting Google Ad Manager 360 marks a significant step in a publisher's journey. While going direct with Google is an option for the top echelon of internet properties, working with a Google Certified Publishing Partner offers a far more accessible and supportive path for ambitious, growing businesses looking to unlock premium advertising tools.

Making the most of advanced GAM 360 features like Data Transfer files requires serious data analysis, which can be a job in itself. Rather than wrestling with spreadsheets, we built Graphed to be the easiest way to connect your data sources — including Google Ad Manager — and get answers instantly. You can ask straightforward questions like, "Which countries drove the most Criteo revenue last month?" or "Show me a comparison of revenue by ad unit for US vs. Canada," and get dashboards built for you automatically.