One of the most common questions asked by publishers—which one’s better, Google AdSense or DoubleClick Ad Exchange? Here we go with the difference. But first, some history.
The History of Google AdX and AdSense
DoubleClick was launched in 1996 as an independent brand offering ad serving services. Then in 2008, Google acquired DoubleClick for $3.1 billion. The idea was to bring publishers, advertisers and agencies together, so that everyone can make money out of the ad industry. DoubleClick further expanded and we got DoubleClick for Publisher (DFP) and DoubleClick Ad Exchange.
Since we are here to discuss the difference between DoubleClick AdX and AdSense, DFP will remain out of this.
Talking about AdSense, it was released in June 2003. Since then. it became popular amongst the publishers. It might be because AdSense is a free service available that publishers use to display ads on their websites. Also, AdSense is relatively easy to use for small and medium-sized publisher.
Even though DoubleClick is older, AdSense is clearly more popular than the DoubleClick. However, it doesn’t mean AdSense is better or DoubleClick is not. AdSense and DoubleClick Ad Exchange carry out two different jobs entirely.
For a publisher, AdSense may sound like a medium to display ads on his/her website. But in reality, AdSense is an ad network whereas AdX is an ad exchange network which are two different things.
So, What are Adsense and Adx Exactly?
AdSense is self-managed platform to run ads. Once AdSense approves you (publisher), get the ad tag, place it on your website, and start working. However, AdSense often seems to benefit advertisers more than the publishers.
That’s because AdSense ads are rendered from Google Ads (or Google Adwords). And Adwords is designed to offer low cost impressions. Also, AdSense doesn’t provides publishers with option to set floor price, which means they wouldn’t able to utilize the inventory.
Google AdX (aka Google Ad Exchange, aka DoubleClick Ad Exchange) is an ad exchange network that brings publishers, advertiser and agencies together. AdX primarily focuses on providing real-time biddings, private auctions, and preferred deals. This increases the competition for the inventory and in result publishers make good money.
Once you understand what AdSense and Adx are, dive into major points of difference between them. Mostly, the following points are asked:
How To Get Started With Them?
AdSense: To get started with AdSense, simply go to the AdSense webpage and click on sign in button (you would require a Google account for that). Next, submit your website details and wait for AdSense to approve your website.You should receive an email from AdSense in few days.
Once done, copy the ad tags provided by AdSense and place it on your website’s code to display ads. The service is free and AdSense manages everything, from placement of ads to payment.
AdX: It’s tricky to get started with Google AdX. There are two ways: First, if you have Google Ad Manager account, then you need Google’s approval to access the AdX account. Second, if you are working with Google Certified Publishing Partners, you can get a subsidiary AdX account. In both cases, you need to be a large publisher and Google has to approve of you.
Services Provided and Accessibilities
When using Google AdSense, Google manages the ads displayed on your website. You can change the size and type of ads, if you want. It allows publishers to also block URLs (which is not recommended). Publisher’s accessibility is limited when using AdSense. However, on positive side, AdSense manages ad placement, ad targeting (to show relevant ads), and payment for publishers.
DoubleClick Ad Exchange has its own network of publishers, advertisers, and third-party ad networks. Unlike AdSense, publishers needs to manage their inventory (like giving the floor price for auctions and carry out preferred deals by choosing advertisers).
Also, AdX allows publishers to put up to five ad units on a web page. These ad units can be edited (ad size, ad type, format, restrict advertiser/URL, and more) as per the publishers requirements.
How Are Payments Made? Which One Offers More?
AdSense and AdX are very different when it comes to paying the publishers. With AdSense, if publishers have crossed the minimum payment threshold, the payment would be initiated. Usually, it starts with 21 days payment processing period.Once that’s over, publisher gets the payment within 5 to 7 days. Whereas with AdX, once the minimum threshold is met, payment is credited by the end of that month.
Revenue generation from ad inventory depends on too many factors that it’s hard to pick one and say “this method makes more money”. However, the data collected by Adnimation by evaluating the performance of 400+ websites showed, AdX generated more revenue than the AdSense.
I Understand The Difference. But, What Should I Choose?
AdX is all about real-time deals, private auctions, and preferred deals. Here, multiple advertisers bid for the inventory in real-time. This increases competition and revenue generation.
Whereas, AdSense is the largest ad network of small and medium-sized publishers. It’s easy to get started and serve automatic text, image, video, or interactive media advertisements, that are targeted to the site content and audience.
Who should go for AdSense: Publishers with less page views, small to medium business size, not much time or bandwidth to manage ads, and lack of technical knowledge; should choose AdSense.
Who should go for AdX: Large publisher with high page views, who can manage ad placement and monetization; should choose AdX. Also, if you get approval to join DoubleClick.
Although, managing AdX can be too much for publishers. For that, a third-party company can be hired. Alternatively, publishers can just switch back to Google AdSense without any significant effect on their earning.
Adx vs AdSense: Summarizing The Differences
|Parameters||DoubleClick Ad Exchange||Google AdSense|
|What is it||Ad Exchange that gives a platform to publishers, advertisers, and agencies to carry out inventory exchange using RTB and private auctions.||Ad Network that contacts publishers and gather their inventory details and pass them to advertisers/agencies to place their bid.|
|Dealing||Allows publisher to set up preferred deal at fixed CMP or private auction with floor price.||Preferred deal and private auction are not available. Google conducts and manages the deal.|
|Vendor (Advertisers and Agencies)||Allows all vendors to participate in exchange. However, publishers can block vendors. Also, publishers can access buyers from Google Ads and other marketplaces.||Most vendors are allowed. Publishers are limited to Google Ads for buyers.|
|Payment||Once threshold balance is reached, Google sends the money to publisher’s account by the end of the month.||Once threshold balance is reached, a 21-day payment processing period begins, after which, the payment is issued.|
|Ideal user||Large publishers with more than 5,00,000 pageviews per month.||Small and medium-sized publishers with lesser page views.|