The Google Ad Exchange (AdX)
The Google Ad Exchange, best known simply as AdX is Google’s premium ad monetization platform. Where AdSense offers a simple way to access Google demand, Google Ad Exchange is designed to give publishers additional options and control that allow for better monetization of higher-traffic websites.
Google Ad Exchange started out as the DoubleClick Ad Exchange, but is now a premium feature within Google Ad Manager. Publishers can gain access to the Ad Exchange either by being invited by their AdSense Account Manager or by working with an AdX Partner such as OKO.
Google Ad Exchange is a CPM based exchange, meaning that publishers get paid for the impressions that their users see, rather than just when the ads are clicked on. Ad Exchange offers access to additional features such as Enhanced Dynamic Allocation, Private auctions and Preferred Deals that work to increase your CPMs. Ad Exchange publishers also get greater flexibility in how they can implement ads and access to the biggest pool of advertising demand, including from non GCAN buyers. Most importantly, Ad Exchange also gives publishers greater control over what ads are shown and how ads are priced, allowing to a better balance of revenue and user experience.
As Google Ad Exchange is invitation only, our first way of helping publishers is to get them approved for Ad Exchange. As Scaled Management partners and GCPP we can fast-track publisher approval. Once approved we have our experts manage the Ad Exchange set-up, not only ensuring correct integration, but ongoing performance. Reporting is provided through our dedicated dashboard and expert support is provided to keep things running smoothly and to ensure great performance.
Depending on the service that publishers opt for we also introduce additional demand, blending Ad Exchange with other partners through Header Bidding and Exchange Bidding to ensure the best price per impression.