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.

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.

Google Ads Exchange Login Steps

Step 1: It starts with signing up with Google Ad Manager.

Step 2: You will get DoubleClick for Publishers (DFP), which is an ad server by Google and a Google Account Manager. This dedicated platform 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.

Setting Up Google AdX Account through a Third-Party Partner

You can also get partnered with a third-party Google AdX reseller to signup on to Google Ad Exchange.

You have to pay them a fee to provide access to Google AdX.

• Most third-party resellers charge between 15 to 20 percent of the ad revenue generated via AdX every month.
• For example, if you are making $10,000 from AdX, the partner charge will be $1000 as their fee.

The third-party partners also help fine-tune ad layouts and ad display parameters to ensure the highest possible yield from ad inventory.

Here’s how – AdPushup helps to enable Header Bidding with Google Ad Exchange (AdX)

Why Do Publishers Need Google Ads Exchange?

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

• AdX allows selling impressions, not clicks, as in the case of AdSense.
• It also allows access to worldwide demand from other networks as well, whereas, in the 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 in 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

What are the Next Steps?

From the information above, it’s quite clear that with Google Ad Exchange, you can get the maximum revenue out of every session.

AdPushup can help you with both the setup and implementation of Google AdX, sign up to 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 ad networks to have access to an even wider pool of demand.

Frequently Asked Questions – Google Ads Exchange

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