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What is Google Ads Exchange: Definition, Benefits, How to Get Access, & More

Maximize your advertising potential with Google Ads Exchange. Discover the definition and how it works, including the benefits such as targeted audience reach and real-time bidding options.

Acquired by Google in 2008, Doubleclick for Publishers, which is now known as Google Ads Exchange, has come a long way. Now Google Ads Exchange, also known as Google AdX has become one of the most widely used advertising platforms in the world.

For fast-growing publishers seeking to maximize their ad revenue and take their monetization strategy to the next level, utilizing Google Ad Exchange (AdX) can prove to be an effective solution.

AdX allows eligible publishers to gain access to a much bigger pool of demand via campaigns from the best brands and advertisers worldwide, more demand means greater bid competition, which means more ad revenue for publishers.

In this blog, we will delve into the nitty gritty of Google Ad Exchange, but first, let’s take a look at what it really is.

Also Have a Look: Best Ads Exchanges for Publishers in 2023 (Top 10) 

What is Google Ads Exchange?

Google Ad Exchange (AdX) is a Google-managed marketplace. It gives a platform to publishers, advertisers, ad agencies, and networks to exchange impressions in real-time, through private auctions, and directly.

Google, in 2018, merged AdX and DFP to create a holistic environment for publishers to manage inventory. And hence, AdX is now accessed using a Google Ad Manager account.

Google Ads Exchange

Image Source – Marfeel

The platform provides a range of tools and services for publishers to manage and sell their advertising inventory and enables advertisers to reach their desired audience by targeting specific demographics, locations, and behaviors.

Why Do Publishers Need Google Ads Exchange?

Publishers generally move from AdSense to AdX in hopes to better monetize their inventory. And if compared with AdSense, AdX does open up many opportunities. For instance:

  • AdX allows to sell impression, not clicks as in case of AdSense.
  • It also allows access to worldwide demand from other networks as well, whereas in case of AdSense, publishers are limited to Google Ads advertisers only.

Let’s dig deeper into it and take a look at what benefits Google Ad Exchange offers over Google Adsense.

Also Read – How to Use Google Ad Manager with AdSense and Ad Exchange

Benefits of Google Ads Exchange Over Google Adsense 

Though Google Ads Exchange and Google AdSense are both advertising platforms operated by Google, they differ in several ways. 

Here are some of the benefits of using Google Ads Exchange over Google AdSense:

Higher Ad Revenue Potential

Previously, the demand for Google AdSense came from two sources: Google AdWords and the Google Display Network. With recent updates, AdSense now covers a significant portion of programmatic demand. 

However, Google Ads Exchange still provides higher demand for publishers. This is because it consolidates multiple demand-side platforms (DSPs) that are not part of the AdSense network, leading to increased competition and higher ad revenue for publishers.

Advanced Targeting Options

Second, Google Ads Exchange offers advanced targeting options, such as demographic, geographic, and behavioral targeting, which allows publishers to reach a more specific and engaged audience, increasing the effectiveness of their advertising.

More Control Over Ad Content

It also provides more control over the type of ads displayed on a publisher’s website or mobile application, as opposed to Google AdSense, which operates on a more automated and less customizable basis.

Access to a Wider Range of Advertisers

Compared to Adsense, Google Ad Exchange provides access to a larger pool of potential advertisers, enabling publishers to reach a wider audience and generate more revenue from advertising.

Increased Transparency

Lastly, Google AdX provides more transparency into the advertising process, allowing publishers to better understand how their advertising inventory is being sold and at what price.

In conclusion, Google Ads Exchange offers several benefits over Google AdSense, including higher ad revenue potential, advanced targeting options, more control over ad content, access to a wider range of advertisers, and increased transparency into the advertising process.

Eligibility Requirements for Google Ads Exchange

Well, the eligibility requirements for Google AdX are considerably higher than AdSense.

Any publisher who has a site that complies with the AdSense quality guidelines can apply for an account and easily get one, but in order to get access to Google AdX, you have to be a preferred publisher with at least 5 million monthly pageviews. Yes, it’s a bit steep.

For publishers who do meet that eligibility requirement, Google AdX can help:

  • Plan, negotiate, and book programmatic direct deals all in one place
  • Set optimized price floors for better yield
  • Connect to vast global demand featuring the best advertisers and brands
  • Implement auto-refresh and sticky ads
  • Provide access to better filtering, blocking, and revenue reporting tools

Why the Entry Barriers for Google Ads Exchange are So High?

Coming back to that 5 mil/month pageview requirement, the reason it’s so high is that Google positions AdX as a premium ad exchange compared to AdSense, which is a plug-and-play ad network.

A majority of campaigns that run on Google AdX are CPM (cost per mile) campaigns, which means that brands and advertisers run these campaigns on AdX because they know that Google does the legwork to ensure that the ads are being served on the highest-quality publishing websites online.

Also Read- Google AdX vs. AdSense: History, Difference, Accessibility, Payment & More

AdX Access Through a Google Partner

That said, there is another way for aspiring publishers to gain access to AdX and its superior demand, and that is to work with a Google Certified Publishing Partner. For instance, help our publishing partners not only gain access to AdX but also manually fine-tune their ad layouts and ad display parameters to ensure the highest possible yield from their ad inventory.

So if you’re not meeting the traffic requirement or are unable to gain access to AdX due to some other policy reasons, sign up for our platform to gain access to AdX inventory.

Another advantage of working with us: In addition to AdX, we will also connect you with other top-tier ad exchanges and networks, including AppNexus, Rubicon, and Criteo among others, so you have access to an even wider pool of demand.

Want to Have Your Own AdX Account?

It starts with signing up with Google Ad Manager. At first, you will get DoubleClick for Publishers (DFP), which is an ad server by Google and a Google Account Manager. This dedicated person will tell you if you are eligible for an AdX account or not.

Here is what you need to do to qualify to get an AdX account:

  • 5 million pageviews a month
  • Brand-safe content – avoid the use of blacklisted keywords and prohibited content
  • An updated ads.txt file with details of inventory buyers

There could be more checks related to ad viewability and safety concerns. You can ask your Google Account Manager to help you with an AdX account as well.

Frequently Asked Questions – Google Ads Exchange

What is the minimum requirement to access Google Ad Exchange?

5 million page views a month, along with appropriate brand safety measures. Google AdX might reject a publisher’s website if it’s not hosting an ads.txt file, is known to show inappropriate content, a low viewability score, among other reasons.

2. Why’s it difficult to access Google AdX?

Because Google checks websites based on multiple parameters and expects nothing less than excellence. Publisher’s website must have a great overall score when it comes to SEO, user experience, and previous ad campaign performance.

If publishers are unable to access AdX on their own, then it’s recommended to take the help of a Google Certified Publishing Partner (like AdPushup) to experience the benefits of the AdX account.

3. What are the benefits of adding AdX to Google Ad Manager?

If you get access to AdX, then you can access it using your Google Ad Manager account. Google will ask you to sync the two first, once that’s done, you can create line items within GAM to call out for AdX demand to bid on specific impressions. Furthermore, syncing these services allow publishers to get detailed reporting and set up hybrid auctions by competing AdX, private and direct deals, and more simultaneously.

4. Who are Google AdX Partners?

These are Google partners that help publishers access and use Google ad exchange. Google AdX Partners are trusted by Google to offer the best services to publishers when it comes to ad monetization.

They help publishers optimize their existing ad stacks and increase eCPM. Moreover, these partners also get publishers the right demand for their inventory and help with setting up various deals and auctions.

5. Is Google Ads an Ad Exchange?

No, Google Ads is a pay-per-click advertising platform, not an ad exchange by Google.