Google Ad Exchange (Google AdX) guide for 2024

by | Jan 24, 2024 | 0 comments

What is Google Ad Exchange?

Established in 2009 as a rebranding and expansion of the DoubleClick Ad Exchange, Google Ad Exchange (Google AdX) emerged as a pinnacle of innovation within Google’s suite of advertising solutions. 

Thanks to DoubleClick’s robust technology and Google’s expansive reach, Google AdX has become a powerhouse in facilitating real-time buying and selling of ad inventory. This integration empowers publishers to monetize their ad space more effectively while providing advertisers with access to high-quality and targeted placements.

In this blog, we’ve compiled resources on Google AdX to answer all your questions, from registering and maximizing your ad revenue to choosing a Google AdX partner.

What is Google Ad Exchange?

Google Ad Exchange (Google AdX) is a digital marketplace, developed by Google, for buying and selling digital advertising inventory via real-time bidding. Publishers, advertisers, ad agencies, and ad networks are players on this platform.

If Adsense can be simply integrated into a website, Google AdX requires an account with Google’s ad server, like Google Ad Manager. This product was released by merging AdX and DFP in 2018 to create a comprehensive platform for inventory management.

More to discover – Monetize your website with Google Adsense

How Google Ad Exchange Works

Google AdX an open marketplace where buyers bid for available ad inventory in real-time. There are three types of Google AdX auctions:

  • Open auction: This is the default or standard auction type in Google AdX, where multiple advertisers can bid on the same ad impression in real-time. The bidders with the highest price win the auction, and their ad is displayed to the user. Open auctions are also known as real-time bidding (RTB) auctions.
  • Private auction: This type of auction allows publishers to set a floor price for their ad units, offer their ad inventory to a specific group of advertisers, and potentially receive higher bids due to the exclusivity of the opportunity.
  • Preferred deals: Publishers offer ad inventory directly to a specific advertiser at a fixed price before sending it to other buyers in the auction. With this type of auction, publishers can guarantee a certain amount of revenue while advertisers can secure premium inventories that align with their brand.

With Google AdX, publishers have many options for their inventory selling execution. They can get more control over their ad inventory, from ad display to ad price and more. 

However, it is more challenging and complex to manage and optimize a Google AdX account than Adsense. It requires either an agency, an ad ops team, or at least a dedicated resource for effective control.

Benefits of Joining Google Ad Exchange over Google Adsense

While Google AdX and Google AdSense are both advertising platforms operated by Google, they still have distinct differences. 

Here are some advantages of opting for Google Ad Exchange over Google AdSense:

Higher Potential of Ad Revenue

Though Google Adsense now encompasses a substantial segment of programmatic demand besides Google AdWords and Google Display Network, Google AdX remains a superior choice for publishers. It aggregates various demand-side platforms (DSPs) outside the AdSense network, resulting in higher ad revenue for publishers.

Advanced Targeting Capabilities

Google AdX offers powerful targeting options, including contextual, audience, geographic, and behavioral targeting. This helps publishers deliver the right message to the right user at the right time. This, in turn, leads to an improved user experience, higher ad engagement, and ultimately, better performance and increased revenue.

Higher Ad Content management

Compared to Google AdSense, this alternative provides greater control over the type of ads displayed on a publisher’s website or mobile application. It operates on a less automated and more customizable basis.

Access to a Greater Number of Advertisers

Google Ad Exchange provides access to a wide range of potential advertisers compared to Adsense. This means that publishers can reach a broader audience and earn more advertising revenue.

Higher Transparency

Lastly, Google AdX provides much higher transparency, giving publishers better insight into how their ad inventory is being sold and at what price.

Check if your website Qualifies for Google Ad Exchange (Google AdX requirements)

Any publisher can apply for an AdSense account as long as their website meets Google’s quality standards. However, to gain access to Google AdX, publishers need:

  • Minimum of 5M monthly pageviews.
  • Brand-safe content – avoid the use of blacklisted keywords and prohibited content
  • An updated ads.txt

There are additional requirements revolving around ad viewability and safety precautions. Before starting, you can contact your Google Account Manager to help you with an AdX account.

How to get started with Google Ad Exchange

There are two ways to obtain a Google AdX account.

  • Register by yourself:

Step 1: Signing up Google Ad Manager by Google Adsense account

Step 2: Once you sign up, you will get DoubleClick for Publishers (DFP), an ad server by Google and a Google Account Manager. This platform will help you know whether you’re eligible for a Google AdX account.

  • Partner with a third party: If you don’t meet the eligibility requirements of Google AdX or lack resources to optimize ad setup for maximum revenue, you can connect with Google Adx resellers. They are certified partners that are allowed to resell Google AdX demand. For instance, Geniee is an authorized Google AdX reseller and can aid medium-sized publishers in accessing Google AdX.

How to Set Up Google Ad Exchange Account through a Third-Party Partner?

If you’re interested in accessing Google Ad Exchange, partnering with a third-party Google AdX reseller could be an option.

To do that, you will need to pay them a fee. The fee is usually around 10 to 20 percent of monthly ad revenue generated via AdX. For example, if you are making $20,000 from AdX, the partner charge will be $2000 as their fee. 

Working with these 3rd party partners also means that they help optimize your ad layouts and display parameters to ensure the highest possible revenue from your ad inventory.

Best Practices for Publishers to have Success on Google Ad Exchange

There are several best practices that you can implement to achieve success on Google Ad Exchange.

Generating high-quality content

It’s essential to focus on delivering high-quality content that engages your audience and entices them to return for more. This will not only help you attract more traffic to your site but also help you earn higher ad revenue.

Compliant with Google’s policies and guidelines.

This includes things like ensuring that your site doesn’t contain any prohibited content, such as hate speech or adult content. Other guidelines instruct how ads are properly labeled and placed in appropriate locations on a webpage.

Staying updated with new features

You can stay ahead of the competition by staying informed about updates like ad formats, technology, and pricing rules. 

Google AdX frequently updates its policies and requirements. It’s crucial to keep up with these changes to avoid any violations or penalties.

Doing A/B Testing

To fully utilize Google AdX, regular A/B and quality assurance tests should be performed to adapt to changes in website traffic and advertising demand, leading to stable performance and higher revenue.

How to Choose a Google AdX Reseller

Publishers who work with a Google AdX partner or reseller do not need to qualify for or create their own AdX account. Instead, the AdX reseller is the one doing that. By using Google’s Multiple Customer Management (MCM) program, they purchase and sell ad inventory on behalf of the publisher. 

However, Adx partners vary in offering different levels of support and additional ad tech pool. Below, we will discuss the various factors that differentiate AdX partners from each other to help you select the optimal solution for your website.

Are they authorized by Google?

It’s important to make sure Google authorizes the reseller to sell their ad inventory. You can check this by verifying their credentials on the Google Partner Search website.

Reseller’s experience and reputation

Look for reviews and testimonials from other publishers who used their service in the past. You may also want to ask for references and reach out directly to their clients to get a better understanding of their level of service and expertise.

Reseller’s technology and platform capabilities

Do they offer advanced targeting options, real-time reporting, and optimization tools? Can they integrate with your existing ad tech stack? These factors can have a great impact on the effectiveness of your AdX monetization strategy.

Reseller’s demand partners

Many AdX partners support linking you to various supply-side platforms (SSPs) and ad exchanges besides Google AdX, enabling header bidding implementation. This fosters increased competition for your ad inventory, ultimately leading to higher CPMs (Cost Per Mille).

Reseller’s support and customer service

Do they offer responsive and helpful support? Will they be available to assist you with any issues or questions that arise?

By considering the above factors, you can choose a Google AdX reseller that meets your needs and helps you achieve your monetization goals.

What are the Next Steps?

With the information above, it’s obvious that leveraging Google Ad Exchange can shift your advertising revenue to a new level.

To be proud of being one of the certified publishing partners with access to Google Ad Manager 360, Geniee can help you implement and optimize Google AdX. Fill out our contact form here for quick support with Google AdX.

Another benefit of partnering with us is that we can connect you with other top ad exchanges and ad networks, providing access to a larger pool of demand.

Frequently Asked Questions on Google Ad Exchange

  1. What is the Google ad exchange?

Google Ad Exchange (Google AdX) is a platform developed by Google, facilitating the buying and selling of digital advertising space. Google AdX operates on the principles of programmatic advertising, allowing advertisers and publishers to automate the buying and selling process via real-time bidding auctions.

2. Is Google Ad Exchange an SSP?

Yes. Besides being an Ad Exchange, Google AdX also functions as a supply-side platform (SSP). As an SSP, Google AdX allows publishers to manage and optimize their ad inventory, connecting them with advertisers interested in reaching specific audiences. 

3. How do I qualify to use Google AdX?

To qualify for Google AdX, publishers must meet certain criteria, including having at least 5M monthly pageviews and complying with Google’s content policies. Another requisite is that your website needs to host an ads.txt file, a simple text file listing the companies that are authorized to sell their ad inventory.

4. Why is it Difficult to Access Google AdX?

Google evaluates websites based on several parameters and expects high-quality standards. A publisher’s website must have a high overall score in terms of SEO, user experience, and previous ad campaign performance to be eligible for AdX. 

In case publishers are unable to access AdX on their own, it is recommended to seek assistance from a Google Certified Publishing Partner like Geniee or AdPushup to experience the benefits of the AdX account.

5. What are the fees for using Google Ad Exchange? 

If you are accessing Google AdX through a 3rd party partner, it normally costs about 10-20 percent of the monthly Google Ad exchange revenue share. For example, if you are making $20,000 from AdX, the partner charge will be $2000 as their fee.

Ready to Boost your Ad Revenue?


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