Difference Between Google AdSense And Google Ad Exchange (Google AdX)

On This Page,You can easily know about Difference Between Google AdSense And Google Ad Exchange (Google AdX).

Google Adsense is a program is run by Google. The program allows the publishers around the Google network of content sites to offer automatic text, video, images, advertisements to name a few. All of this is directly targetted towards the site content and the audience.

What is Google AdX?

Google Adx

The origin of AdX (Google Ad Exchange) lies in DoubleClick Ad Exchange, a company founded in 1996 as an ad server. It was acquired by Google in 2008. The purchase was controversial at the time because there were concerns that Google would have too much control over online advertising.

Through Google AdX, publishers can sell their ad inventory to advertisers and agencies using real-time bidding technology. By establishing an open marketplace where prices are set in a real-time auction, the Ad Exchange enables display ads and ad space to be allocated much more efficiently and easily across the web.

Sellers can make the most money for their ad space and get access to more advertisers, while still being able to control who can advertise on their site. Buyers get access to more websites and ad space and have more control over where their ads run.

Is Google Ad Exchange an SSP?

An SSP (supply side platform) helps digital media owners and publishers sell digital ads in automated auctions. SSPs improve the yield optimization of advertising space inventory on websites and mobile apps to minimize wasted space and maximize views.

In 2018, Total Media listed DoubleClick Ad Exchange as its top choice for best SSP publishers. According to the report, “AdX outperforms the competition by connecting publishers into the world’s largest exchange of global inventory.”

What is Google AdSense?

AdSense was developed by Google as an internal product in 2003. It displays content-based advertisements on partner sites, allowing publishers to earn profit for every ad click made.

AdSense matches ads to a site based on the publisher’s content and visitors. Advertisers then bid for placement of their ads just like they do on Google Ads. In fact, ads on AdSense come from Google Ads, the Google Display Network and other Google products.

It may be the benefit of having Google on their brand name or the fact that it’s an advertising product that’s easy to set up and requires minimal work, but AdSense is much more popular than AdX/DoubleClick in Google Search.

However, its popularity doesn’t necessarily make AdSense the better product. AdX is an ad exchange network, whereas AdSense is an ad network. The two products serve a fundamentally different use for different kinds of clients.

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.
Talking about AdSense, it was released on 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 publishers.
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.

Why Google Ad Exchange is better than AdSense?

Though both AdSense and AdX do the same thing for publishers i.e. helping them to attach with many advertisers and monetize the advertising space, Google’s Ad Exchange offers additional benefits, including:

  • With Google AdSense alone, a publisher can only display ads from Google Display Network (GDN) or Google-certified Ad Networks (GCAN). In contrast to that, Google Ad Exchange can give publishers access to non-Google-certified Ad Networks (demand-side platforms). Thus, more demand.
  • As we said before, Google Ad Exchange provides more transparency to the publishers and advertisers. Google AdX allows publishers to form their inventory defined as Branded, Semi-branded, or Anonymous, or a combination of any two. A publisher can hide its details (website URLs, or publisher ID) from the demand partners.
  • Google AdX has partnered with a number of the top technology providers (i.e. Integral Ad Science, comScore AdXpose or vCE, and DoubleVerify BrandShield), which, in turn, enable publishers to ensure brand safety and better user experience. Also, with Google’s ad server, a publisher can cash in of advanced in-built filtering and blocking features.
  • With Google Ad Manager and AdX, you’ll expose the premium ad inventory to a specific number of advertisers and monetize at higher ad prices (PMPs and programmatic guaranteed deals). Besides, AdSense doesn’t allow publishers to set minimum CPM rates (floor prices) but Google AdX does.
  • Google AdX provides a complicated reporting feature that permits publishers to check the performance of ad exchanges or other demand partners.

One aspect where Adsense outshines is that in AdSense, there’s a 21-days payment processing period. But, in the case of AdX, a publisher gets paid after the following month ends*. For instance, if you’ve earned $5000 in August, you’ll be paid on Sep 30.

*For both cases – AdSense and Ad Exchange, payment is initiated by Google once the publishers reach the payment threshold value.

Now that you have understood why AdSense isn’t enough for a publisher with millions of impressions, it’s time to get it set up on your website.

Not all publishers can get access to the Google AdX account. So, before getting started with Ad Exchange, you need to know if you’re eligible for it.

Google AdX vs Google AdSense: What Are the Key Differences?

Adsense vs Adx

Google AdX (previously known as DoubleClick Ad Exchange) is an ad exchange network. This means it is a programmatic advertising platform, offering real-time bidding (RTB) on ad spaces to ad networks, including AdSense, agencies and demand-side platforms.

Publishers working with Google AdX have access to a larger inventory and can access buyers from Google Ads and other marketplaces using this exchange.

It also provides much more control to publishers over their ad space and allows them to sell their ad inventory directly. There’s also higher competition for ad inventory, which results in increased revenue per ad unit sold.

Google AdSense is an advertising network. It allows publishers to monetize their content on desktop and mobile. Setting it up is very easy. You just create ad placements and insert a tag on your site’s code.

From then on, AdSense will take care of everything, from serving ads to targeting, to payment to the publisher. Google AdSense will fill those placements with cookie targeted ads from the Google Ads program. The filling rate is between 95-99%, so most of the time your ad units will be utilized.

It’s not a very lucrative way to monetize content, as the platform is geared towards providing low-cost impressions to advertisers. Publishers can’t set a floor price on their ad units, and they can’t also sell those ad units on their own. In short, they’re stuck with what Google offers them.

Still, there are plenty of stories of bloggers and small-scale operations that are able to generate a living wage out of AdSense.

Google AdX vs AdSense Revenue: Which Generates Greater Returns?

Digital advertising revenue depends on many factors, which makes it difficult to recommend one platform categorically. Back in 2017, Adnimation conducted a study with data from 400 websites which suggested that Google AdX would generate more revenue.

But in the end, it depends basically on whether your publication has a large enough audience and the resources and expertise in place to manage and optimize their ad operations effectively through Google Ad Exchange.

If the answers are positive, Google AdX then opens up many more customization possibilities and optimization paths to maximize revenue. If you don’t, however, then Google AdSense, which is easier to manage and optimize than an ad exchange, would provide higher yields.

What Should I Choose Then, AdX or AdSense?

Google AdX offers an ad exchange programmatically or with real-time bidding. AdX has the potential to generate more revenue to publishers but requires more attention and dedication, or the resources to hire a third-party that can manage their ad ops for them.

Who should go for AdSense: Publishers with fewer 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.

Getting access to AdX is limited by Google to preferred publishers with at least 5 million monthly pageviews. Since publishers using AdX have large audiences, they expose themselves to the world’s most premium advertisers who are eager to spend significant advertising budgets on widely trafficked sites. If you have substantial knowledge in the tech and ad industries and the resources in place to get the most from the platform, AdX is the right choice for you.

AdSense, on the other hand, is an easy and highly accessible way to generate revenue for even small-scale and niche publishers. This makes it a popular way to show text, image, video or interactive ads, which are targeted based on the site’s content and audience.

You should choose AdSense if you’re a small or medium-size publisher with minimal resources to dedicate to ad management and implementation and limited technical knowledge.

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 a committed audience.

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