AdX vs. AdSense – Which one is right for you?

Brian Blondy, March 30, 2016

adx vs adsense

Advertising is your financial lifeline and one of the most important aspects you can focus on to increase your website’s revenue stream.  As a publisher it is essential to optimize and monetize your traffic in order to maximize the revenue you earn from your website.  Two of the most obvious options for generating significant financial returns are Google AdSense and DoubleClick AdX. Today, we’re going to compare them and let you know which one is potentially right for you.

Most publishers begin monetizing their traffic with Google AdSense. As the standard monetization default for websites, AdSense is the world’s largest contextual ad network enabling online publishers of any size to monetize their website and mobile assets.  AdSense includes ads displayed in search engine results, Google products and on the Google Display Network (GDN). AdSense serves high fill rates, with almost unlimited demand. It offers fast and reliable payment in most regions and the security of working with Google.

On the other hand, DoubleClick Ad Exchange (AdX) is Google’s programmatic platform featuring Real Time Bidding (RTB) technology for premium websites to be paired with premium advertisers. AdX pairs buyers and sellers across the industry and works with premium publishers and advertisers in the world’s largest real-time programmatic RTB bidding exchange. Connected to ad networks, agencies, and third-party demand-side platforms, the AdX marketplace is driven by advertiser demand, conducted via live auction for the ad units.

What are essential differences between AdSense & AdX?Apple and Orange isolted on white

Apple and Orange isolted on white

Maximum Ads per Page

  • AdSense – 3 Ads
  • AdX – 5 Ads

Access to Advertisers

  • AdSense – AdWords, AdX
  • AdX – AdWords, AdX, Local and Global DSPs with RTB Integration

Anonymity

  • AdSense – None
  • AdX – Yes, ability to make inventory available in a branded, semi-transparent, anonymous or through a combination of the two

Reporting

  • AdSense – Basic – Standard reporting capabilities limited to such as “sites”, “ad units” and “ad sizes.”
  • AdX – Advanced – Flexible reporting with the ability to create queries based on publisher-defined parameters or use a system query as a starting point

Revenue Sharing with Google

  • AdSense – Publishers keep 68%
  • AdX – Publishers keep 80% from Open Auctions and 90% from Private Auctions and Preferred Deals

CPM Pricing

  • AdSense – Determined by Google
  • AdX – Determined by Publishers themselves

Blocking

  • AdSense – No option to block a vendor
  • AdX – Can block any vendor

Filtering

  • AdSense – GCAN blocking, URL blocking, general category blocking (if available in your language), Sensitive category blocking, Creative review: review and approve/disapprove ads from various advertisers
  • AdX – All the above plus Advertiser Blocking, Ad technologies blocking, cookie & data usage blocking

Users

  • AdSense – Non-Premium, everyone can use it
  • AdX – Premium, only webpages with more than 5M visitors per month

So, can you jump from AdSense over to AdX?

If you have more than 5M visitors on your website per month, then you can and absolutely should switch over to AdX.  Publishers featuring AdX on their websites are exposed to the world’s most premium advertisers who are eager to spend significant advertising budgets on sites that are widely trafficked.  Just this difference alone between membership in AdSense and/or AdX equates into a significant financial gain for the publisher who qualifies and begins using AdX.

In addition, AdX reaches its full potential when it is enabled to compete with other networks via Google’s ad serving platform – DoubleClick for Publishers (DFP). By utilizing DFP (either Small Business or Premium), publishers can rotate between ad networks for their ad units in addition to directly selling ad space to advertisers, while always striving for 100% fill rates through the real-time competition since added competition for ad units drives the CPMs higher.

With a multitude of demand sources in competition for more of your website’s ad units (5 instead of AdSense’s 3), more bidders are involved for more ad units and the stridently pushing higher the price of the winning bids for your ad units.  In the end, there’s no comparison, publishers make significantly more money by having AdX paired with DFP on their website.

Ultimately, if you’re a publisher who is aiming to maximize your advertising revenue and your website has over 5M visitors per month, then graduating to AdX should be your goal. If you would like to join AdX, Total Media can assist you in making this happen and putting your website on the path to maximizing your financial yield from advertising.