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EX.CO Yield Engine: Google Ad Manager Integration Guide

Updated
Carolyn Rosenberg
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Overview

This guide outlines the necessary steps to integrate EX.CO tags into the Google Ad Manager (GAM) ad server, focusing on tag integration best practices, setting priorities and setting up scheduled reporting. 

Platform Login

  1. Initial Login
    Your EX.CO Success Manager will create your user account in the system. Once this is done, you’ll receive a “Welcome to EX.CO” email invitation prompting you to set up your login credentials.
  2. Adding Team Members
    After logging in, the Admin on your team can invite additional users by entering their details directly into the platform.

 

Add Your Demand Tags

  1. Navigate to Demand Management
    On the EX.CO platform, go to “Ad Server” → “Demand Management.”
    You’ll see the EX.CO Marketplace already connected and active.

  2. Add New Demand
    Click the [ + ] icon in the top-left corner to create a new demand source.

  3. Configure Demand Settings
    The available fields will automatically adjust based on the demand integration type (e.g., VAST, RTB, PBS) and the selected SSP, ensuring all required parameters are included.

    You can follow this guide to retrieve the required fields from each SSP. Repeat this step for every programmatic demand source. 

  4. Publica and SpringServe VAST tag set up

A. Connect your Publica and SpringServe using the VAST demand type. For general instructions on creating VAST tags, please refer to the Ad Server VAST Integration Guide.

B. Configuration Session
We will review together and define the parameters to be included in the VAST tag for each ad server, along with the specific demand sources connected to each one.

 

Export Supply Tags

  1. Configuration Session

    We will also review together the required parameters for your supply tag setup and ensure all configurations align with your technical environment and campaign objectives.

  2. Tag Delivery
    Following the review, the EX.CO team will provide the final EX.CO tag to be implemented within GAM.
  3. Additional Resources
    For detailed technical information and best practices for implementation, please refer to the EX.CO Integration Documentation, available here.

 

Connect EX.CO Supply Tag To GAM

 

Creating the EX.CO line item

To maximize the benefits of EX.CO’s yield technology, we recommend ensuring EX.CO gets a first look at your programmatic ad stack. 

Based on your current line items configuration, we suggest the following two recommended options. If neither of these options is compatible with your existing setup, please reach out to your assigned EX.CO team. 

 

A. Use line item type “Network” - Recommended 

  1. In the line item type dropdown, choose "Network"
  2. Enter the agreed upon CPM provided by your EX.CO Account Manager. This value will serve as the baseline for revenue calculation and will serve as the floor default in the EX.CO platform. 

To ensure that EX.CO receives first priority in your programmatic auction, confirm it is the only one with this setting. If multiple line items are configured to "Network", it's important to assign a higher CPM Value to EX.CO.

 

B. Use line item type “Standard Priority” 

Use this option when your other line items’ priority are either set to "High" or “Medium”.

  1. In  the line item type dropdown, choose "Standard (6, 8, 10)" and Priority to “Low”. 

Enter the agreed upon CPM provided by your EX.CO Account Manager. This value will serve as the baseline for revenue calculation and will serve as the floor default in the EX.CO platform.

 

 

Creating EX.CO Video Creative

Setting up EX.CO VAST tags in Google Ad Manager is a quick and straightforward process.
Currently, VAST tags are the only supported method for integrating EX.CO with GAM.

Add New Creative
To add the EX.CO export tag as a creative in GAM:

  1. Go to Delivery → Creatives
  2. Select VAST Creatives → New Creative → Redirect
  3. Paste the EX.CO Supply Tag provided by the EX.CO team.

 

EX.CO Video Creative Settings

Some settings are optional and others have default values. Please review and adjust the configurations below according to EX.CO’s recommendations to ensure optimal performance and a smooth integration.

  1. Target ad unit size -  From the dropdown menu, select 1x1v (Video / VAST).
  2. VAST tag URL -  Copy and paste the EX.CO export tag URL into the text box. Your EX.CO Account Manager will provide the VAST URL, which includes macros supported by GAM.  A full list of supported macros can also be found here, under the “Video Macros” section.
  3. Redirect type -  In the Redirect type dropdown, select Video.
  4. Duration - Set the duration to 30 seconds. 

Note: When setting the EX.CO tag, you may see a warning in GAM indicating that the tag isn’t recognized. This is expected and can be safely ignored.

Connect the creative to your line item

  1. In the Creative view, navigate to the "Associations" option in the top navigation bar.
  2. Select the "Add Line Items" button and find the EX.CO line item.
  3. After adding, the EX.CO line item will appear in the table.

Set up scheduled report

This step aims to set up automated reporting. The reports will detail critical metrics, segmented by necessary dimensions.

 

Configure a scheduled report

  1. Click on the reporting tab on the left menu
  2. Click on Reports (The deprecated report; NOT interactive)
  3. Click on New report.

 

Setup in the report builder

General settings

  1. Select Historical Report type.
  2. Enter the report name according to this template: <COMPANY NAME>_AS_GAM_Report.
    1. Replace <COMPANY NAME> with your company’s name, as set up in app.ex.co.
    2. Do not use any special characters and spaces (e.g EX.CO becomes EXCO).
  3. Select the time zone closest to GMT, if possible (e.g GMT+3:00 is better than GMT-7:00).
  4. Select Dynamic Date range.
  5. Set date range to Last 7 days.
  6. Set report currency to USD (US Dollar).
  7. Apply any filter logics in order to report only relevant ad units

 

Apply Dimensions & Metrics

  1. Select Time unit - Date.
  2. Select line item- select all (and only) line items connected to EX.CO and to the ad servers being compared for programmatic performance.
  3. Select Inventory - Ad unit (all levels).
    1. Do not check any checkbox in the aAd unit (all levels) dimension - select all (and only) ad units monetized by EX.CO as well as the ad servers being compared for programmatic performance.
  4. Select Geography - Country.
  5. Select Platform - Device category.
  6. Select Platform - Browser category.
  7. Select Platform - Operating system category.
  8. Maintain the specified order of dimensions.

Metrics

In the Total section:

  1. Check Total ad requests
  2. Check Total impressions.
  3. Check Total CPM and CPC revenue
  4. Check Total average eCPM

Check Total revenue

 

Editors and scheduling

  1. Select Daily Schedule.
  2. Set End date 1 year from Start date 
  3. Select CSV FIle format (NOT Excel CSV).
  4. Check Include header.
  5. Check Include IDs.
  6. Set asreporting+your_company_name@ex.co as a report recipient.
    • Note: Please verify the address with your EX.CO Account Manager. 
  7. Click Save and Run.

 

As always, if you have any questions or need assistance, please reach out to your EX.CO account team.

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