In this article, you will learn how to differentiate between Google AdX and Google Adsense, and which Google advertising service is the best one to help publishers and advertisers increase their revenue alike.
What is Google AdX?
Google AdX (GAdX) is a DoubleClick Ad Exchange. A corporation created in 1996 as an ad server, is where AdX (Google Ad Exchange) got its start. In 2008, Google purchased it.
The purchase sparked debate at the time, with concerns that Google would have too much influence over online advertising.
Publishers can use real-time bidding technology to offer their ad inventory to advertisers and agencies through Google Ads exchange.
The Ad Exchange account allows display ads and ad space to be allocated much more efficiently and easily throughout the web by creating an open marketplace where rates are decided in a real-time auction.
However, the purchase was debatable because there were concerns that Google would have too much involvement in online advertising.
What is an SSP?
An SSP (supply-side platform) is a tool that assists digital media owners and publishers in selling digital advertisements through automated bidding processes.
Ad serving platforms (SSPs) increase the yield optimization of advertising space inventory on websites and mobile apps to reduce wasted space while increasing views.
In 2018, Total Media named DoubleClick Ad Exchange as their top pick for the best SSP publishers, according to the company.
GAdX surpasses the competition, according to research, “by bringing together publishers and the world’s largest exchange of global inventory.”
How does Google AdX work?
Through Google Ad Exchange, publishers can sell their ad inventory to other advertisers and agencies using real-time bidding technology.
By organizing an open marketplace where prices are in a real-time public sale, the Google Ads Exchange allows displaying ads and ad space to be allotted much extra efficiently across the web.
Sellers could make the most money from their ad space. But still unable to control who can advertise on their site.
Buyers get access to more websites and ad space and have greater control over where their ads run.
Google AdX vs Google AdSense
Watch the next video and identify yourself with what’s best for you as a publisher or advertiser. Here’s a Head-to-head comparison of Google AdX vs AdSense.
Publishers generally move from AdSense to Adx in hopes of better monetizing their inventory. And if compared with AdSense, AdX does open up many opportunities.
GAdX allows eligible publishers to gain access to a much bigger pool of demand via campaigns from the best brands and advertisers worldwide, which means more ad sales for publishers.
How do I use Google AdX?
If you want to use a GAdX account to sell your ads, setting it up can be complicated.
Since getting access to Google AdX (ad exchange) is typically a good choice for large publishers, Google representatives manually approve your applications.
If you get into this ad exchange, you will get access to advanced ads with advanced functionality. You will be able to set floor prices on your ad units and access a broad range of buyers and trade types.
If you are a wide-reaching publisher with a devoted account manager in “Google Ad Exchange )you can even negotiate your ad revenue share.
So if you like to use GAdX to sell your ad inventory, setting it up can be complicated.
AdX auctions
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Types of auctions on Google Ad Exchange
1. Open auction
Publishers are anonymous and the auction is for all publishers and advertisers. It’s the usual or default auction type.
2. Private auction
Publishers target a selected group of advertisers directly, providing them with ad placements on their site.
In this process, the publishers are not anonymous, and the publisher’s brand and profile have a huge impact on how nicely a private auction can perform.
3. Preferred deal
In this auction, the publisher offers stock directly to advertisers and offers them full access to selected inventory. Decisions on this ad exchange can have an impact on advertising revenue.
For example, setting up the floor price too high can make advertisers ignore your website in favor of other, less expensive alternatives, thus causing your revenue to plummet.
To learn more about getting started with AdX, refer to Google’s Ad Exchange checklist.
How to create Google Ad Exchange?
There are different ways you can sign up for Google Ads Exchange.
- Through Google Account Manager
- Partner with Third Party
How to create a Google ad manager account?
1. What is a Google account manager?
The best way to get into AdX is to ask Google itself. Usually, you will be assigned a Google Account Manager. You can ask them whether you can get into Google Ad Exchange.
Google Account Manager is reserved for every publisher who uses the Google ads server – Google Ad Manager.
Most likely, the account manager will push you to join Google Ad Exchange if you are eligible.
2. Partner with a third-party
You can partner with a third-party (Google AdX reseller) of your choice to get into Google Ads Exchange.
Google runs — ‘Multiple Customer Management (MCM)‘ and ‘Google Publishing Partner’ programs for third parties to become Google’s authorized partner. You can access AdX services through such resellers.
The authorized partners will resell your inventory through Google Ads Exchange even when you aren’t getting the invitation from Google.
But, there’s a catch! You have to pay them for access. Most partners will take 10 to 20 percent of the ad revenue generated every month.
If you are making $8000 from AdX, they’ll charge $800 for their services. It’s a good option as you’re getting exchange access.
But still, you are leaving money on the table. It is right to sell your ad impressions via Google’s ads exchange.
However, it’s not the ideal setup to reap the maximum benefits. Your revenue will increase when you make GAdX compete with other international Exchanges.
Eligibility Criteria for Google AdX
There is an eligibility criterion for Google Adx publishers, which comprises of the:
1. Having non-brand-safe content
Your site should be free from:
- Health or medical-related information or drug paraphernalia.
- Promoting racial or ethnic origins, or content related to religious beliefs.
- Content showing the negative financial status of any person.
- Adult content.
- Provoking sales of weapons, and political affiliation.
- Sales of tobacco, and alcohol.
2. Altering site behavior
(initiating downloads, redirecting to unwanted websites, etc.) without users’ consent.
- Triggering pop-under.
- Failing to host an ads.txt file.
3. Publishing content in non-supported languages
(Yes, Google doesn’t monetize all the languages. Here are the languages that aren’t accepted):
- Croatian
- Estonian
- Greek
- Hebrew
- Indonesian
- Latvian
- Lithuanian
- Romanian
- Serbian.
Google Ad Exchange and the advertising ecosystem
The advertising ecosystem which has sellers and buyers in the ad exchange program can benefit from the following:
1. Sellers in the Ads exchange:
- Can make the maximum money for their (ad space), every time a page on their site loads with an ad (called an “impression”). In the past, too many sellers had inventory unsold or sold for a price below its actual market value.
- Get access to many more advertisers, and can control who can advertise on their site.
- Benefit from simplified reporting and payments.
2. Buyers in the Ads Exchange:
- Get access to more websites and ad space.
- Have more control over where their ads run and don’t run.
- Can use technology that allows offers for ad space in real-time, depending on how much they value a particular ad impression.
Conclusion
To summarize this article, you can get a Google AdX account by asking your Google Account Manager.
If your request is not accepted, you can contact an Authorised Google SPM Partner to get you access to the Google Ad Exchange partner space demand.
