As a small-to-medium publisher, one of the most common questions is whether to choose Google Ad Exchange (AdX) or AdSense. To make it simple for you, if monetization is your goal, AdX is the way to go. To understand why we’ve broken it down for you in detail here. 

A history of two great tools

The first of these tools (AdX) was initially launched in 1996 under the name DoubleClick and then acquired and renamed by Google in 2008; AdX has history on its side. Legacy publishers will know AdX as DoubleClick Ad Exchange. 

AdSense, on the other hand, opened its doors to the public in June 2003 and became rather popular with publishers. It’s perhaps because AdSense is a free service that publishers use for ad display on their websites.

While one has history on its side and the other has popularity, this is not a direct comparison. Most importantly, AdX and AdSense carry out very different jobs. One is an ad exchange network, and the other is just an ad network. 

What sets AdX and AdSense apart?

One brings publishers, advertisers, and agencies together; the other is a self-managed platform to run ads. 

As a publisher, AdX favors you, but you’d benefit more from AdSense as an advertiser. 

Simply put, Google AdX is an ad exchange network that brings publishers, advertisers, and agencies together by primarily focusing on providing real-time biddings, private auctions, and preferred deals.

This increases the competition for inventory, and you’ll find that publishers make good money.

AdSense ads, on the other hand, are rendered from Google Ads. As a result, AdWords are designed to offer relatively low-cost impressions. Additionally, AdSense doesn’t allow publishers to set any floor prices, which means that they wouldn’t be able to utilize the inventory. This obviously isn’t the best option for a publisher just starting out in monetization. 

How to get started with AdX

You may be wondering where’s the catch. AdX seems to be the go-to option for publishers. However, there are some aspects to consider. First, it’s a little challenging to get started with Google AdX on your own. For instance, the network asks for a minimum of five million monthly page views and various other eligibility criteria. Following this, a publisher must have a Google Ad Manager account and then still wait for approval.

There is a way around this, as publishers can also access AdX by working with a Google Certified Publishing Partner such as MonetizeGo. And with the AdX marketplace, through MonetizeGo, publishers can also take advantage of demand partners offered by the Google Certified Publishing Partner (GCPP), such as FrontSTORY.

Service Comparison

Let’s look at their services to understand AdSense’s and AdX’s differences further. 

AdSense

Using Google AdSense, Google manages the ads displayed on your website. If you’d like, you can change the size and type of ads there. It allows publishers also to block URLs, but from a monetization point of view, you don’t want to do this. This limits your choices and can diminish the quality of your brand with irrelevant ads.

As a publisher, your accessibility is limited severely by AdSense. However, on the flip side of the coin, AdSense manages ad targeting, placements and payments for publishers.

AdX

AdX differs vastly here as it has its own network of publishers, advertisers, and even third-party ad networks. The catch is publishers need to manage their inventory by allocating floor prices for auctions and managing preferred deals by choosing advertisers.

Another boon is that AdX allows publishers up to five ad units per web page. These ad units can be edited by size, type, format, restrictions for the advertiser, URL preferences, etc., per the publishers’ requirements. 

AdX provides you with the flexibility you need to make your business a success. 

How are payments structured for Adx and AdSense?

Did you know that AdSense and AdX differ significantly in paying publishers? 

With AdSense, the payment will be initiated automatically initiated once publishers have crossed the minimum payment threshold. This usually starts with 21 days payment processing period. Once that’s complete, the publisher gets the payment after another 5-to-7 days. 

AdX operates differently as once the minimum threshold is met, payments are credited by the end of that month without such lofty mitigating factors and processes.

If you’re looking at generating revenue, then you should know that by evaluating the performance of 400+ websites, AdX generated more revenue than AdSense.

Adx or AdSense?

AdX thrives and functions on real-time deals, private auctions, and preferred deal packages. Multiple advertisers bid for the inventory in real time. This will increase competition and even revenue generation.

While AdSense is the largest ad network of small and medium-sized publishers, it is not the best. However, you’ll find it easy to get started and serve automatic advertisements targeting the site’s content and audience.

But, if you’re a small-to-medium publisher with a GCPP like MonetizeGo on your side, then it’s a no-brainer to opt for AdX. 

MonetizeGo – Paving your way!

Criteria aside, we at MonetizeGo, offer you everything you need to ensure your business thrives! 

From complete site monetization to demand generated through Google MCM (Multiple Customer Management), we provide you with a range of options to transition from a small publisher to a fully-fledged revenue-generating business. 

From Display Demand Solutions to Complete Video Solutions, Header Bidding and PMP (Private Marketplace), we have all you need to monetize your websites. 

Find out more by contacting us today, and we will help you every step of the way.