Publisher Ad Server – Google Ad Manager Set-Up and Permissions

This document explains how Sortable configures our header bidding set-up in your Google Ad Manager (GAM) account and walks you through the permissions required to integrate with our platform. Please let us know if you have questions about any of the permissions described below.

Existing Set-up

We are expecting that your programmatic ad units (to be used with Sortable) have already been created in your Google Ad Manager (GAM) account. If not, create the necessary ad units.

We are also expecting that this GAM will be the only one used on your pages. Since all GAM set-ups use the GPT library, multiple GAMs on the same page can cause unexpected issues and impact ad serving or reporting.

Please note, we are unable to accept publishers/sites that have Ad Exchange (AdX) or AdSense site-wide policy bans or are denied from Google.

Changes Sortable makes in your Google Ad Manager account


Sortable will add the following key-value combinations into your Google Ad Manager (GAM) account for bid communication and reporting.

Key Name (Sortable AdX account)Key Name (publisher AdX account)ValuesReportablePurposeRequired
bsrt_b424NoEncoded bid price valuesYes
bssrt_bs16NoAd size valuesYes
usrt_u15,000YesEncoded reporting values; the quantity of values is configurable; 15,000 is our defaultYes
sdbgsrt_sdbg10YesValues used for manual report pullingYes
assrt_as2YesValues to measure split tests added if split testingNo
ssrt_s1NoValue for Sortable's AdX account; added when using Sortable’s AdX accountNo
stsrt_st15NoValues for declaring ad refresh to AdX; added when using Sortable’s managed refresh; added with our default set-upNo


Sortable will add the Sortable customer to allow our orders to be associated.

Orders, Line Items, and Creatives

Sortable uses the Google Ad Manager API to add 16 orders with 424 line items each (with our necessary creatives) into your Google Ad Manager account. We will pass the highest-priced bid to your Google Ad Manager (GAM). 

Interstitial Ad Units

We will create the interstitial ad unit for you and load the interstitial through our tag file unless you reach out to us to opt out. Our default set-up is to create an interstitial ad unit (sizes: 320x480, 300x250, and 336x280) to be used on your site. If you have an existing Google Ad Exchange (AdX) order, we will add the new interstitial ad unit into the targeting and the three (3) sizes with any necessary creatives to ensure it can serve. If you are using Sortable's AdX account, we will set up the interstitial with our set-up.

Refresh Declaration

We will add our managed refresh and the required AdX declarations to your GAM unless you reach out to us to opt out. This includes adding the st key described above and the required publisher declarations based on the time intervals and types of refresh Sortable uses. When Sortable's managed refresh is enabled, we will send the key and the appropriate value with the ad requests so that the declaration of refresh is sent to the Ad Exchange being used with your account.

Creating a user for Sortable in your GAM account with permissions 

  1. In the Admin tab of your Google Ad Manager, navigate to Access & authorization > Users. Click New user.
  2. Enter the following information in the required fields.

  3. Select the appropriate user role. 
    • GAM Small Business: Administrator – This user has access to all Ad Exchange and Google Ad Manager functionality.
    • GAM 360: Administrator or create a custom role that grants access with the specific permissions needed to set up header bidding orders and maintain ongoing reporting via the API. The permissions required are described in the table in the Custom user permission breakdown section (below). Along with the typical Google Ad Manager permissions, include the Ad Exchange permission in the Access to Google Ad Manager tabs section to allow access to both sections. If using Teams, add Sortable to “All entities” so that we can complete our set-up.
  1. Click Save to send an email invitation to Sortable.

Custom user permission breakdown

If creating a custom user profile for Sortable, use the following list of permissions. We need two (2) sets of permissions for initial set-up and reporting. 

  • The initial set-up permissions at the start of the integration allow Sortable to set up key values, line items, and creatives. You can disable the extra set-up permissions once your test page or live site verification has passed our testing. 
  • The reporting permissions allow Sortable to pull API data from Google Ad Manager and Ad Exchange to ensure we can report on your total earnings.
Define and deliver ordersInitial set-upReporting  (always on)
View all orders and line items
Edit the priority and delivery rate for line items
View creatives
Edit creatives
Enable and disable creatives
Pause, unpause, archive, and unarchive orders and line items
Approve and reject orders and line items
View ad units, placements, and key-values
Edit ad units, placements, and key-values
View my orders and line items
Edit approved orders and line items
Activate line items
Edit creative templates
Edit orders and line items, and submit for approval
View line item defaults
Edit key-values values
Manage peopleInitial set-upReporting (always on)
View users, roles, and teams
View companies and contacts
Edit companies
ReportingInitial set-upReporting (always on)
Create and view reports
View dynamic allocation opportunity report
Create and view Ad Exchange reports
Access to Google Ad Manager tabsInitial set-upReporting (always on)
Ad Exchange

Enabling API access in your Google Ad Manager account

Sortable requires API access to add our set-up into your Google Ad Manager account, and to continue to pull hourly reports to ensure you will be paid the full amount owed to you for your earnings. This setting needs to remain active while using Sortable. 

To enable, in the Admin tab of Google Ad Manager, select Global Settings and ensure that the API access toggle is enabled.

Requirements for using Sortable's AdX account

When using Sortable’s Google Ad Exchange (AdX) account, we need to be able to link Sortable’s account to your Google Ad Manager (GAM) account. If you do not have the option available to link an AdX account, we can contact Google on your behalf after you have accepted our MCM request (see below for details). This setting is found under Admin > Linked Accounts > Ad Exchange.

Changes we will make in your GAM to add Sortable's Ad Exchange

We will link our Ad Exchange to your GAM account using the Linked accounts section described above. We will then add: 

  • a Google Company to associate the order with
  • one (1) key-value (s=0)
  • one (1) order
  • one (1) line item
  • the necessary creatives

Multiple Customer Management (MCM) Request

In order to work with Sortable and allow us to traffic our inventory through your GAM, we will send you an MCM request after we have been given access to your GAM account. Once you have received this request, please review and accept the agreement. This provides Sortable with the permission to traffic in your account and to speak to Google on your behalf should there be a need to escalate any issues or questions.

For industry insights and information about our product offerings, check out our blog!

Want to see our products in action? For a demo, fill out a form here.