Google Ad Manager
Google Ad Manager is a comprehensive ad exchange platform that helps large publishers manage their direct sales, indirect inventory, and programmatic advertising across multiple screens and formats in one place.
Equativ
Equativ is a global independent ad tech platform that provides publishers and advertisers with a unified vertical de-stack for managing programmatic advertising, direct sales, and header bidding across all screens.
Quick Comparison
| Feature | Google Ad Manager | Equativ |
|---|---|---|
| Website | admanager.google.com | equativ.com |
| Pricing Model | Freemium | Custom |
| Starting Price | Free | Custom Pricing |
| FREE Trial | ✘ No free trial | ✘ No free trial |
| Free Plan | ✓ Has free plan | ✘ No free plan |
| Product Demo | ✓ Request demo here | ✓ Request demo here |
| Deployment | ||
| Integrations | ||
| Target Users | ||
| Target Industries | ||
| Customer Count | 0 | 0 |
| Founded Year | 2008 | 2001 |
| Headquarters | Mountain View, USA | Paris, France |
Overview
Google Ad Manager
Google Ad Manager provides you with a unified platform to manage all your advertising revenue streams. Whether you are selling ads directly to clients or using programmatic exchanges, you can oversee your entire inventory from a single interface. It combines the features of a traditional ad server with the power of a supply-side platform, allowing you to maximize the value of every impression across mobile, desktop, and connected TV.
You can set up complex delivery rules, manage granular targeting, and access deep reporting to understand your audience better. The platform is designed specifically for publishers with significant traffic who need to balance multiple demand sources. By using its integrated tools, you can reduce manual overhead and ensure your most valuable ad space goes to the highest bidder in real-time.
Equativ
Equativ provides you with a unified advertising technology stack that brings together ad serving, programmatic monetization, and demand-side tools. You can manage your entire advertising lifecycle from a single interface, whether you are a publisher looking to maximize yield or an advertiser seeking high-quality inventory. The platform focuses on transparency and direct connections, helping you bypass complex intermediaries to retain more value from every transaction.
You can implement sophisticated header bidding strategies, manage direct sales alongside programmatic auctions, and leverage cookieless targeting solutions to reach audiences effectively. The software is designed for mid-to-large scale media owners, broadcasters, and global agencies who need a privacy-first approach to digital advertising. By integrating both supply and demand capabilities, it helps you streamline operations and improve financial outcomes across web, mobile, and connected TV environments.
Overview
Google Ad Manager Features
- Unified First-Look Open your inventory to programmatic demand in real-time to ensure you always get the highest possible price for every impression.
- Granular Inventory Management Organize your ad units by size, position, or audience segment to give advertisers exactly what they want to buy.
- Advanced Targetting Deliver your ads to specific users based on their geography, device type, connection speed, or custom data points you define.
- Integrated Reporting Generate detailed reports on impressions, clicks, and revenue to see exactly which parts of your site perform best.
- Video Ad Management Manage your video inventory across web and apps with support for industry standards like VAST and VPAID protocols.
- Dynamic Allocation Let the system automatically choose between your direct deals and programmatic bids to maximize your total revenue automatically.
Equativ Features
- Unified Ad Server. Manage your direct sales and programmatic demand through a single engine to ensure maximum competition for every impression.
- Advanced Header Bidding. Optimize your yield by allowing multiple demand sources to bid simultaneously on your inventory across web and mobile apps.
- Curation Platform. Create custom marketplaces by layering your first-party data over premium inventory to deliver targeted reach for specific campaigns.
- Connected TV Solutions. Deliver high-quality video ads on big screens with specialized tools for server-side ad insertion and pod management.
- Cookieless Targeting. Reach your ideal audience using contextual signals and privacy-compliant IDs that don't rely on third-party tracking cookies.
- Real-time Analytics. Monitor your performance with granular reporting dashboards that show you exactly where your revenue is coming from.
Pricing Comparison
Google Ad Manager Pricing
- Up to 90M monthly impressions
- Standard display and video ads
- Basic reporting and forecasting
- Self-service support tools
- Access to AdSense and AdX
- Everything in Small Business, plus:
- Unlimited monthly impressions
- Advanced Audience Management
- Open Bidding capabilities
- Dedicated technical support
- Detailed data transfer files
Equativ Pricing
Pros & Cons
Google Ad Manager
Pros
- Unmatched integration with Google's massive advertiser ecosystem
- Reliable infrastructure that handles high traffic volumes easily
- Highly granular control over ad delivery and targeting
- Free version is extremely generous for growing publishers
Cons
- Steep learning curve for new ad managers
- Customer support is limited for free tier users
- Interface can feel cluttered and overly technical
- Reporting can take time to process large datasets
Equativ
Pros
- Unified stack reduces technical latency between tools
- Strong focus on transparency and auction ethics
- Excellent support for premium video and CTV
- Independent alternative to major tech giant ecosystems
- Robust tools for managing direct sales contracts
Cons
- Interface can be complex for beginner users
- Requires significant traffic to see full benefits
- Custom setup process takes time to implement