For fast-growing publishers looking to step up from Google AdSense and increase their ad earnings, Google Ad Exchange (AdX) makes for a compelling case. 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.

What is Google AdX and Why Do You Need It?

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, private auction, 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.

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.

So, what’s the catch?

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 requirements, 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 AdX 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 mille) 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.

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. We 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 qualify to get an AdX account:

  • 5 million pageviews a month
  • Brand-safe content – avoid 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.

Also read: 5 Reasons for Google AdX Account Closure