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.
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 an Ad 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 an ad tech partner under the Network Management Program. 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 SSP 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 networks and exchanges including AppNexus, Rubicon, and Criteo among others, so you have access to an even wider pool of demand.