AdButler vs Google Ad Manager (GAM)
Choose AdButler when you need:
- Unified auction (Prebid, OpenRTB, S2S)
- Newsletter ads editable after send
- Self-serve advertiser portal
- Retail-media (ProductDB + JSON API)
- First-party audiences (UserDB)
- White-label in one consolidated stack
Choose GAM when you need:
- Native AdX demand integration
- Google's managed demand partnerships
- Dynamic allocation within Google stack
- Google ecosystem integration
Or use both: Run AdButler alongside GAM in a dual-stack approach—keep AdX/Open Bidding while adding AdButler's specialized capabilities.
TL;DR — When to pick each
Choose AdButler if you want:
- Unified auction supporting Prebid, OpenRTB, and S2S demand—all sources compete with direct and self-serve
- Newsletter/email ads with per-open logic and post-send creative updates
- Self-serve advertiser portal (buy → pay → approve → live)
- Retail-media via ProductDB + JSON Ad API (sponsored listings)
- UserDB first-party audiences
- White-label UI/domains
- Custom integrations and partner-style delivery
- Consolidation: web/app/video/native/email/DOOH + self-serve + retail-media + programmatic in one stack
Choose GAM if you want:
- Native AdX demand integration
- Google's managed demand partnerships
- Dynamic allocation within Google stack
- Google ecosystem integration
What AdButler offers beyond GAM
Unified auction (Prebid, OpenRTB, S2S)
Supports multiple demand protocols (Prebid, OpenRTB, S2S) in a true unified auction where all programmatic demand competes with self-serve and direct-sold inventory in real-time.
Dual-stack with GAM
Run AdButler tags inside GAM or have the portal create orders in GAM; keep AdX/Open Bidding while adding self-serve and retail-media.
Head-to-head comparison
| Area | AdButler | Google Ad Manager (GAM) | Takeaway |
|---|---|---|---|
| Ecosystem | Google stack with AdX/Open Bidding | Independence vs ecosystem | |
| Newsletter/email | Newsletter Ads (beta, GAM 360); image-only; merge-tag setup | AdButler leads in newsletters | |
| Programmatic yield | Unified auction supporting Prebid, OpenRTB, and S2S demand; all sources compete with direct/self-serve | AdX-native unified auction with Open Bidding | AdX ecosystem vs multi-protocol unified auction |
| Self-serve | Typically custom/3rd-party | Faster time-to-live with AdButler | |
| Retail-media | Custom templates/feeds | Quicker RMN MVP | |
| First-party audiences | Audience tools within Google stack | In-stack without a DMP | |
| White-label | Limited | Agency/reseller ready | |
| Customization | Limited | Fit workflows vs fit tool | |
| Dual-stack | Tags inside GAM; portal → GAM orders | N/A | Coexist now, migrate later (optional) |
| Pricing | Transparent SaaS; from $179/mo | Enterprise contracts & rev models | Clarity vs complexity |
Use AdButler with GAM (coexistence path)
Keep GAM for AdX demand
Continue leveraging Google's native AdX integration for managed demand partnerships.
Add AdButler for newsletter, self-serve, retail-media, UserDB
Place AdButler tags in GAM where needed to activate new revenue streams.
Optional upgrade
Self-serve portal posts orders into GAM; migrate placements on your schedule.
"Add revenue capabilities now without a risky cutover."
How AdButler maps to common workflows
Direct-sold
Allocator/fallback, sponsorships/roadblocks, pacing, frequency.
Newsletters
EUID, unique delivery, post-send updates; ESP-friendly.
Retail-media
Feed → ProductDB → JSON Ad API renderer.
Self-serve
SKUs, approvals, billing; optional routing into GAM.
Compliance/IT
SSO/SAML, DPA, region selection, audit logs, SLA monitoring.