[7] These optimizations suggest what the user could change to better reach the goals they have set for a particular campaign.

Google acquired DoubleClick in 2007[8] securing both products as part of the sale.

[10] As well as a rebrand, this change marked a point in the gradual merging of the two former DoubleClick products, with Ad Exchange now becoming a feature of Ad Manager rather than a stand-alone product.

The rebrand to Google Ad Manager also saw the end of the Small Business label.

[12] One of the primary functions of Google Ad Manager is that it composes reporting for a wide range of analysis.

[7] Granular targeting features within GAM include setting targets for user devices, browsers, device manufacturers, languages, operating systems and geographical location.