GAM alternative Publishers leave Google Ad Manager when they lack human support, Google won’t serve their content, or there is no white-label option. Find out how a GAM alternative works, and how to move without losing your AdX revenue.
95% renewal rate 
99.95% uptime 
13ms average response time 
Servers in Germany, the US and Asia 1.02B
Impressions a year
Ran GAM inside Google’s own partner program and still hit its limits. Nine years on Epom, one branded account carries their web, in-app and video inventory, peaking at 132M impressions a month.
2.1B
Impressions a year
Albanian is not on Google’s supported-language list, so GazetaExpress could not monetize through GAM. Now they run direct deals in Albanian with no language restriction on Epom.
2.5B
Impressions a year
Ran GAM and Campaign Manager 360 together, with no support for their audience segment. Now they run an independent ad network with custom targeting and full API access on the Epom white-label package.
“We just wanted one place where they can see all the reports and network-wide campaign performance out of the box.”
60B
Impressions a year
Google’s content policy bans the vertical outright, at any price and any volume. They run five billion impressions a month on Epom with no content review.
“Epom handles adult specifics just perfectly: no restrictions, full freedom on where and how we serve ads. We also finally manage to minimize fraud with their 3-layer AI fraud detection.”
GAM Standard is free, with a help center instead of a support team. Support and advanced forecasting begin at GAM 360, around $8,000 a month. Epom includes support on every plan, starting at $250.
Epom and Google Ad Manager pricing as published, August 2026. Vendors change plans and add-on structures — confirm current rates on each provider’s pricing page.
Evaluating more than two? Download the full ad server comparison.
Google Ad Manager is built around Google’s own demand, which buys you scale. Epom is an independent white-label ad server you control, with no Google dependency and no forced markup.
Keep AdX exactly where it is and plug it into Epom as a demand source.
Add your Epom tag or third-party creative in GAM. GAM calls Epom when that line item wins. Use it to bring Epom-managed direct and RTB demand onto a GAM-primary site.
Add the GAM or AdX tag as an external third-party banner in Epom. Epom runs the stack and treats Google as one demand source among several.
Whichever server is primary hands unfilled requests to the other through a passback tag. Epom fills direct and premium first, then passes remnant inventory to GAM.
Epom bids through Prebid before GAM is asked, from one script and one Sponsorship line item. What Epom doesn’t win, GAM and AdX fill as before.
Start with header bidding on one site: one script, one line item, 14 days on the trial. AdX keeps everything Epom doesn’t win.
There is no one-click importer. You rebuild in Epom, run both servers in parallel, then switch zone by zone. AdX keeps earning the whole way through.
Rebuild
~2–3 weeks
GAM ad units become Epom placements inside a Site and Zone.
Orders and line items become advertisers, campaigns and banners.
Connect and configure
~1 week
Add the AdX tag as a third-party banner or passback. It keeps earning.
Link each banner to its placement, set targeting and capping, then run Diagnostics and test the tag on a live page.
Test and switch
2–4 weeks
One site on both servers. Reconcile on ratios, not exact numbers.
Swap GPT slots for Epom tags one zone at a time. Then re-set conversion tracking, check parity, and retire the GAM tags — or keep AdX plugged in.
supp_custom_params, data-cp-*, or cp. in VAST tags, then rebuilt as targeting rules. Match functions are Expression, Value, One of and Substring. key, tz and cIds are reserved and cannot be used as parameter names. epom_as adapter — it is not in the upstream Prebid.js release yet, and the Prebid Server adapter is still in review. Instream video wins go to the publisher’s own player rather than through Ad Manager for now, and bid prices are handled in US dollars. In September 2026 a US court let Google keep AdX and its publisher ad server, but ordered three changes that matter if you are weighing a move: Google can no longer require publishers who use its ad server to also use AdX, AdX must bid into rival publisher ad servers on the same terms it gives its own, and publishers can export their historical and configuration data to other platforms. The rules run for six years and apply worldwide. Each requirement comes with its own timeline, so check its status before you plan a move around it — until then, header bidding, passbacks and third-party tags keep AdX earning alongside Epom.
No. The simplest route is header bidding: Epom’s campaigns bid before Google is asked, and AdX fills everything they don’t win. You can also add the GAM or AdX tag as a third-party banner in Epom, or set it as a passback, and AdX keeps earning while Epom runs the stack.
Yes. Many clients run both permanently — GAM for programmatic fill, Epom for direct deals, restricted verticals and their white-label portal.
With a parallel run and site-by-site cutover, no. Plan two to four weeks per property group, and keep both servers live until reconciliation is stable.
Inventory forecasting, and native AdX demand access — though under the 2026 ruling Google must offer AdX bids to rival ad servers on the same terms. If forecasting is central to how you sell, that is a real reason to stay on GAM.
Real human support on every plan, replying within a day, with a dedicated account manager assigned.
Export it before you decommission. Epom does not import GAM historical data, so your archive lives outside both platforms.
Start with one site or one partner. AdX keeps earning while you compare, and nothing moves until the numbers say it should.
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