Google Ad Exchange or more widely referred to as Google AdX, is an ad exchange network. Google AdX contributes more than 50% of the total programmatic revenue. Besides being one of the best SSPs in the market, Google AdX also ranks as the top demand partner among publishers and media buyers.

In 2007, Google acquired DoubleClick and all its sub-services – one of them was DoubleClick Ad Exchange. By 2009, Google launched DoubleClick Ad Exchange to the masses after intensely developing it for two years. Since its launch, AdX has continued to evolve and helped publishers monetize their users and grow revenue.

Also, in the last few years, DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP) have become more uniform. However, before we dive deep into them individually, let’s understand all about Google Ad Exchange and the role of Google Ad Manager.

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So, what is Google AdX?

Google AdX or DoubleClick Ad Exchange (AdX) is a marketplace to sell and purchase ads via real-time bidding. It offers numerous advertisers hosting massive campaigns, offering publishers maximum revenue contribution.

Google AdX is the ultimate monetization platform for app publishers! App publishers cannot access Google Ad Exchange directly. App publishers need to use Google’s ad server platform, Google Ad Manager, previously called DoubleClick for Publishers (DFP), to access Google AdX.

The role of Google Ad Manager

The role of Google Ad Manager is crucial as it is a mandatory prerequisite for using Google AdX.

Google Ad Manager, formerly DoubleClick for Publishers (DFP), is an ad server that helps publishers manage their ad inventory and efficiently serve ad space. From setting up and running deals on ad inventory to tracking revenue and targeting – Google Ad Manager offers a lot! Moreover, Google AdX can only be accessed with Google Ad Manager.

Google AdX is integrated within Google Ad Manager and allows publishers to:

Manage and exhibit ads on the app.
Segregate direct ads, programmatic ads, and house ads.
Allows ads to be controlled and define pricing rules.
Determines where ads can be displayed on the app.
Monitors and tracks the performance of ads.

Is Google AdX the same as Google Ad Manager? What is the difference between Google AdX and Google Ad Manager?

Google Ad Manager is an ad server that enables publishers to serve and set up ads, track revenue, etc. In comparison, Google Ad Exchange (Google AdX) is a marketplace where publishers buy and sell ads.

Google AdX is one of the many ad exchanges that can be accessed through Google Ad Manager. Before 2018, AdX was a different platform, but to simplify, Google unified and integrated all its products within Google Ad Manager.

Google Ad Manager comprises not just Google AdX but also AdSense, Google Analytics, Display Network, Data Studio, and various other advertising and marketing tools.

What is the difference between AdSense and AdX?

Before we differentiate between Google AdSense and Google AdX, let’s understand what Google AdSense is.

AdSense is a free cost-per-click tool by Google that enables website publishers to place ads based on the content and visitors. With AdSense, website owners can monetize their content by displaying ads.

Here are some notable differences between AdSense and ADX

AdSense and AdX have the same goal, which is to monetize an app or a website. However, there are a bunch of differences!

AdSense enables publishers to sell ad space by simply installing a small code on their website. However, AdX is about real-time deals, private auctions, and preferred deals.
A website or app should have a minimum of 5 million monthly page views to get an AdX account. However, there are no such requirements for an AdSense account.
AdSense accounts will be best suited for small and medium-scale publishers, whereas an AdX account is best suited for established publishers unless you partner with a Google AdX Reseller.
Google AdX can deliver higher revenues than AdSense as it is a premium-demand platform.

Why should publishers use Google AdX?

Higher Demand & Revenue

Google AdX has higher demand than any other platform as it unites numerous DSPs. A higher demand translates into more competition, resulting in higher publishers’ revenues.

Complete Control

From when to display the ads, where to position the ads, and which ads to display on the application – Google AdX provides complete control of the ad inventory.

Define Price Floors

Publishers have the liberty to define price floors for the ad inventory. Each ad space can have a different price floor to generate the highest eCPM.

Direct / Preferred Deals

App publishers and brands of the same genre get into direct or preferred deals resulting in much higher eCPMs. App publishers can achieve this with Google AdX.

Anonymous/Branded Inventory

Publishers can make their ad inventory branded, semi-transparent, or even anonymous to the buyer.

Advanced Targeting

Google AdX offers advanced targeting segments that publishers can target based on location, device, and audience – resulting in higher eCPM and better yields.

Innovative Reporting Tools

AdX has an innovative reporting tool and offers comprehensive reports segregating advertisers, buyer networks, devices, etc., enabling publishers to gain deeper insights and further optimize inventory.

How can a publisher sign up for Google AdX?

Publishers can sign up for Google AdX by merely reaching out to Google. Publishers can ask Google to evaluate their eligibility, for which Google assigns an Account Manager. The Account Manager further checks the eligibility and ensures that the app follows all standards.

If the publisher meets all the eligibility criteria and standards, then Google will send an invite, and the publisher can start monetizing the app.

What is the eligibility to access Google Ad Exchange and become a Google AdX publisher?

Here is a list of conditions that ascertain the eligibility:

Minimum 5 million app views per month.
The app should be free from:
1. Unauthorised Medical Information
2. Drug Paraphernalia
3. Content Related to Racial / Religious Beliefs,
4. Provoking or Adult content,
5. Tobacco or Alcohol Sales,
Publishers must host an ads.txt file.
Google monetizes only significant languages. Hence, publishers must have content in supported languages only.

What if publishers do not meet the eligibility standards set by Google AdX?

The easiest and most convenient way of using Google AdX as a publisher is by connecting with a Google Authorized Partners or Google AdX reseller like AppBroda.

Google offers Multiple Customer Management (MCM) and Google Publishing Partner programs for third parties to become Google’s authorized partner. If a publisher does not meet all the eligibility standards, then access Google AdX demand via resellers.

The Google Authorized Partner will resell the publisher’s ad inventory through Google AdX and work towards further optimizing the ad revenue – which means the publisher can make the most out of the partnership!

Why connect with an authorized Google Partner or a Google AdX reseller?

Here are a few reasons to connect with an authorized Google Partner or a Google AdX reseller.

Google AdX and Google Ad Manager are specializations and require expert attention.
A dedicated team managing programmatic ads can be expensive and tedious. A Google AdX reseller is a much more cost-effective option.
Ad Exchange is an exclusive service offered by Google, and accessing it can be rewarding.
Having a Google AdX reseller guarantees constant ad inventory monitoring and revenue optimization.
Leverage premium demand partners and get guidance on the same.
Improve the ad inventory quality, work towards overall performance and get technical support.
Publishers can outsource their daily ad operations and leave the monetization and optimization to the experts. Hence, giving them more time and bandwidth to do what they are best at – Making great Apps!

AppBroda – The Best Google AdX Partners

Want to access Google AdX? Get in touch with the best Google AdX partner! Contact AppBroda and connect with our team of Google AdX experts to start performing and delivering noticeable results.

At AppBroda, we strategize and offer innovative ways to maximize ad earnings through Google AdX and grow revenue by up to 40%.

Our expertise in the Ad Tech industry, granular campaign-level analysis, monitoring of ad performance in real-time, and data usage allows us to maximize every ad impression and the overall potential of your app’s ad inventory.

Click here to set up a demo now!

A Quick Guide on Google AdX & The Role of Google Ad Manager