How to access Google’s Ad Exchange (AdX)

Securing a Google AdX account is often seen as the next step after using and outgrowing Google AdSense, which is best suited to smaller publishers in the early stages of their monetization journey. We’ve outlined the main differences between the two in a separate post, but in short, AdSense acts as an ad network and AdX is an ad exchange network.

Why get an AdX account?

It’s easy to understand why websites that rely on ads would want to have an AdX account. AdX, (or the Google Ad Exchange) has a well-earned reputation as being the most profitable source of programmatic ads for websites. The combination of CPM-based ads, a larger pool of advertisers, the ability to control minimum prices, and the option to use more ad units on the page appeals to many.

Getting an AdX account allows publishers to access Google’s advertising exchange, where they can buy and sell display advertising inventory from a variety of sources, including Google’s own websites and other participating publishers. AdX provides a platform for advertisers to reach a large audience, and for publishers to monetize their inventory. It also offers advanced targeting and reporting capabilities, making it easier to manage and optimize advertising campaigns.

Why do publishers need Google Adx?

Publishers may choose to use Google Ad Exchange (AdX) for several reasons:

1. Access to a large pool of advertisers: Google AdX provides publishers with access to a vast network of advertisers, including premium advertisers who are willing to pay higher rates for ad inventory. This increases the chances of publishers earning higher revenues from their ad space.
2. Real-time bidding (RTB): AdX is built on a real-time bidding (RTB) platform that enables publishers to sell their ad inventory in real time to the highest bidder. This means that publishers can maximize their ad revenue as the auction is constantly looking for the highest-paying ad.
3. Advanced targeting capabilities: AdX offers advanced targeting capabilities, such as demographic, geographic, and behavioral targeting, which allow publishers to deliver highly relevant ads to their audience. This, in turn, can increase engagement rates and revenue for publishers.
4. Ad quality control: AdX has stringent quality control measures in place to ensure that ads displayed on publishers’ websites are high-quality and safe for their audience. This protects the publisher’s reputation and helps to build trust with their audience.
5. Streamlined ad management: AdX offers a streamlined ad management interface that allows publishers to manage their ad inventory and analyze their ad performance. This saves publishers time and effort in managing their ad operations.

Using Google AdX can provide publishers with a range of benefits that can help them to increase their ad revenue and improve their ad operations.

Ad Exchange for Header Bidding

Publishers can use header bidding with Google Ad Exchange (AdX) to increase their ad revenue by allowing multiple demand sources to compete in real time for their ad inventory. Here are the general steps to set up header bidding with Google AdX:

Choose a header bidding wrapper: Publishers can use a header bidding wrapper to manage their header bidding auctions. Common wrappers include Prebid.js, Index Exchange, and OpenX.

Set up a header bidding line item in AdX: Publishers can set up a line item in AdX for header bidding, which includes setting the price priority, targeting criteria, and creative requirements.

Configure the header bidding wrapper: Publishers must configure their header bidding wrapper to include the AdX header bidding line item, along with other demand sources, such as other ad exchanges, ad networks, or direct advertiser deals.

Implement the header bidding wrapper on their website: Publishers must implement the header bidding wrapper on their website by adding the wrapper code to the header section of their website.

Monitor and optimize the header bidding setup: Publishers must monitor the performance of their header bidding setup and make adjustments to optimize revenue. This may include adjusting the price priority of the AdX line item or tweaking the targeting criteria.

By implementing header bidding with Google AdX, publishers can increase their ad revenue by allowing multiple demand sources to compete for their ad inventory. This can result in higher bid prices and increased revenue for the publisher. Additionally, header bidding can help publishers to increase transparency, reduce latency, and gain more control over their ad inventory.

How is Google AdX better than AdSense?

Google AdX (Ad Exchange) and AdSense are both ad-serving platforms operated by Google, but they serve different purposes and have different features that make them suitable for different types of publishers.

AdSense is designed for small to medium-sized publishers who want a quick and easy way to monetize their website with minimal management. AdSense provides an easy-to-use platform that allows publishers to display ads from Google’s ad network on their website, and earn revenue from clicks or impressions.

AdX, on the other hand, is a more advanced platform designed for larger publishers who want greater control over their ad inventory and more advanced features to maximize revenue. AdX allows publishers to sell their ad inventory to a range of advertisers through real-time bidding (RTB) auctions, which can lead to higher revenue for their ad space.

Here are some key differences between AdX and AdSense:

1. Revenue: AdX typically generates higher revenue for publishers than AdSense, as it provides access to premium advertisers who are willing to pay higher rates for ad inventory.
2. Control: AdX offers more control over ad inventory, including the ability to set pricing floors and restrict the types of ads that are displayed on their website. AdSense, on the other hand, provides limited control over ad inventory.
3. Targeting: AdX provides advanced targeting capabilities, such as demographic, geographic, and behavioral targeting, which allow publishers to deliver highly relevant ads to their audience. AdSense provides limited targeting options.
4. Ad quality: AdX has more stringent quality control measures in place to ensure that ads displayed on publishers’ websites are high-quality and safe for their audience.

AdX is a more advanced platform that provides greater control, targeting capabilities, and revenue potential than AdSense. However, AdSense is a great option for smaller publishers who want a simple, easy-to-use ad platform.

What’s the catch?

Desirable though an AdX account is, actually obtaining one can often seem like a bit of a challenge. Unlike AdSense and other “small-publisher networks” there is no AdX signup form because AdX is invite-only.

Google AdX is not available to all publishers because it has specific eligibility requirements, such as high-quality content, large traffic volume, and a commitment to follow Google’s policies and standards. Additionally, it is designed for larger, more established publishers and advertising networks, and not all publishers meet these criteria.

So, how exactly does a publisher get into this exclusive club?

Why is AdX invite-only?

The main reason why AdX remains exclusive to those that qualify is that AdX is a solution that is less automated than AdSense and requires extensive knowledge to run efficiently. AdX publishers are given a lot more freedom and this cannot be policed in the same way as AdSense.

Whilst AdSense is a large-scale, automated solution, AdX is not as scaled and requires more work on Google’s end. Because of this, it is an exclusive solution to those that meet Google’s minimum requirements, rather than one which any publisher can use.

By being selective about who it works with, Google can maintain high standards for quality and ensure that the platform is being used effectively and efficiently. This helps to protect the interests of both advertisers and publishers, and ensures that the platform continues to deliver value to all parties involved.

How to get an AdX account

In June 2018, Google Ad Exchange and DoubleClick for Publishers were consolidated as one product now known as Google Ad Manager.  Before this time, the two tools were separate, however, the invite and approval process still remains the same.

Strictly speaking, publishers now need to get access to Google Ad Manager in order to access Google Ad Exchange. There are two ways to do this:

Method 1: Through a Google account manager

Publishers can sign up for their own Google Ad Manager account but direct access to AdX is on an invite-only basis through the discretion of Google account managers. If you have an account manager, an account in good standing, and a boatload of traffic you could simply ask. They’ll assess your suitability, looking at areas such as your traffic levels and in-house resource for managing AdX, and potentially put you forward for an account.

If you get an account through this channel you get maximum flexibility, as it is your account, but you will be managing it yourself (If you understand the difference between AdSense and AdX you’ll also understand that this isn’t particularly straightforward).

Method 2: Work with a Google Certified Publishing Partner

If you don’t have an appointed Google account manager, don’t worry – there is still another way to get access to Google AdX without having your own Google Ad Manager account. Google Certified Publishing Partners, like OKO, have special Google Ad Manager (GAM) accounts that are approved to work with partner inventory. Through these, we can create sub-accounts for our partners to gain access to Google AdX and allow them to serve ads and earn revenue through those.

This approach opens the doors of AdX to publishers who wouldn’t meet the requirements for having a direct Google Ad Manager account. It also removes the extensive knowledge and learning requirements of having a direct GAM account, as the partner’s AdX account is managed by the Network Partner Manager for them.

The main advantage of working with a GCPP is that they will do most of the legwork for you, ensuring that your ad setup is well-optimized and up-to-date. This frees up publishers’ time and allows them to focus on other areas. In OKO’s case, we work on a simple revenue share basis, taking a small cut of the revenue we generate through AdX before it reaches the publisher.

This works out well for everyone, as the revenue gains from a well-managed account can easily outperform the revenue share, which often means incremental revenue at no additional cost.

Who is a Google Certified Publishing Partner?

A Google Certified Publishing Partner (GCPP) is a company or organization that has been certified by Google to provide specialized services to publishers. GCPPs have demonstrated their expertise in working with Google’s publisher solutions, such as AdSense, Ad Manager, and Ad Exchange, and are authorized to provide consulting, implementation, and technical services to publishers.

To become a GCPP, a company must meet Google’s stringent certification requirements, including demonstrating a high level of proficiency in Google’s publisher solutions, providing excellent customer service, and maintaining a high level of quality in their work. GCPPs are also required to complete ongoing training and pass regular exams to maintain their certification.

Publishers who work with a GCPP can benefit from their expertise in optimizing ad revenue, managing ad operations, and implementing advanced ad solutions. GCPPs can also provide technical support and troubleshooting for publishers who may encounter issues with Google’s publisher solutions.

Working with a Google Certified Publishing Partner can help publishers to maximize their revenue potential and improve their ad operations, while ensuring that they receive high-quality service and support from a certified provider.

Millions of pageviews and still using AdSense? You could be earning more with OKO. Click here to find out more about how OKO run AdX for a wide range or publishers, or cut to the chase and click here to sign-up or apply right away.

Interested in learning more? Learn about the complexities of mobile ad fraud and click spam from our team of experts.

Written by

Sean Kelly, Senior Content Writer

Sean Kelly is a Senior Content Specialist, St. Louis-based engagement expert with 20 years of experience in content writing, and 8 years in adtech.