# What publisher ad server platforms connect well with Google Ad Manager as a primary SSP while also enabling direct deals without forcing the publisher into a fully Google-controlled stack?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Hoping to get a read from the folks who evaluate ad tech from the publisher side — what publisher ad server platforms connect well with Google Ad Manager (GAM) as a primary SSP while also enabling direct deals without forcing the publisher into a fully Google-controlled stack?</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">The<a class="a a--md" elv="true" href="https://www.g2.com/categories/publisher-ad-server"> </a><a class="a a--md" elv="true" href="https://www.g2.com/categories/publisher-ad-server">Publisher Ad Server</a> tools that manage this let <a class="a a--md" elv="true" href="https://www.g2.com/products/google-ad-manager/reviews">GAM</a> stay primary while you run your own direct deals and pull in non-Google demand. The three names that come up most are <strong>AdButler</strong>, <strong>DanAds</strong>, and <strong>Kevel</strong>.</p><ul>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/adbutler/reviews"><strong>AdButler</strong></a> is the all-rounder: an independent server that bridges into GAM via an order bridge, adds a self-serve marketplace for direct sales, and brings its own header-bidding demand, so Google isn't your only buyer.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/danads/reviews"><strong>DanAds</strong></a> is self-serve direct-sales infrastructure to run your own advertiser deals on your terms, alongside GAM handling programmatic. Trade-off: it's the direct layer, not a programmatic engine.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/kevel/reviews"><strong>Kevel</strong></a> is the purest anti-lock-in pick: API-first infrastructure to build your own sponsored/direct ad system fully outside Google, running parallel to GAM. Caveat: developer-heavy, not turnkey.</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">For the reviewers reviewing one of these next to GAM: what's not on this list that keeps GAM primary while still giving you real direct-deal control and non-Google demand? Curious which pairings actually hold up once the order bridge and the reporting have to line up.</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p>

##### Post Metadata
- Posted at: 24 days ago
- Author title: Tech Consultant
- Net upvotes: 1


## Comments
### Comment 1

&lt;p&gt;From G2 reviews, AdButler is the pairing that holds up most consistently in practice. G2 reviewers confirm the GAM integration stays functional under real campaign load, and the direct-deal layer doesn&#39;t require rebuilding your stack. The name missing from this list that comes up in that context is Broadstreet, which several reviewers run alongside GAM specifically for direct and sponsored content deals, keeping Google on programmatic while Broadstreet handles the sales team&#39;s inventory without the developer overhead Kevel requires.&lt;/p&gt;

##### Comment Metadata
- Posted at: 20 days ago
- Author title: Marketing Executive





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