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.
Apart from 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 along with 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 has helped publishers to 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.
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 a huge number of advertisers that run massive campaigns, offering publishers maximum revenue contribution.
Google AdX is the ultimate monetization platform for app publishers! However, Google Ad Exchange cannot be integrated directly into an app.
App publishers need to use Google’s ad server platform which is 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 which was formerly DoubleClick for Publishers (DFP) is an ad server that helps publishers manage their ad inventory and serve ad space easily.
From setting up and running deals on ad inventory to tracking revenue and targeting – Google Ad Manager offers a lot! Moreover, Google AdX can be only 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.
What’s 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. Whereas, 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 separate platform, but to make things simpler Google unified and integrated all its products within Google Ad Manager.
Currently, Google Ad Manager comprises not just Google AdX but also, AdSense, Google Analytics, Display Network, Data Studio, and various other advertising and marketing tools.
Why should publishers use Google AdX?
Higher Demand & Revenue
Google AdX has higher demand compared to any other platform as it unites numerous DSPs. A higher demand translates into more competition which results in higher revenues for publishers.
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, with an aim 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. This can be achieved with the help of Google AdX as well.
Publishers have the liberty to make their ad inventory branded, semi-transparent or even anonymous to the buyer.
Google AdX offers advanced targeting segments through which publishers can target on the basis of 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 that enable 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 which they will be provided with an Account Manager.
The Account Manager will further check the eligibility and ensure that the app is following all the set 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:
1. Minimum 5 million app views per month.
2. App should be free from:
- Unauthorized Medical Information,
- Drug Paraphernalia,
- Content Related to Racial / Religious Beliefs,
- Provoking or Adult content,
- Tobacco or Alcohol Sales,
3. Publishers must host an ads.txt file.
4. Google monetizes only major 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. In case a publisher does not meet all the eligibility standards, then access Google AdX demand via such 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 for managing programmatic ads on a daily basis can be expensive and tedious. 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 also guarantees constant monitoring of the ad inventory and revenue optimization.
- Leverage premium demand partners and get guidance on the same.
- Improve the quality of the ad inventory, 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 creative formats to maximize the ad earnings through Google AdX and grow revenue by up to 40% from Day 1!
Our granular campaign-level analysis, monitoring of ad performance in real-time and data usage allows us to optimize and maximize the potential of the app’s ad inventory.
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