When it comes to website monetization, Google AdX and AdSense are two of the most popular and widely-used methods for publishers.
Despite both being Google products, the two platforms differ significantly and can greatly impact your ad revenue. Consequently, as an online publisher, it is critical to choose the appropriate monetization approach.
In this article, we will explore the differences between these two monetization tools and help you determine which best fits your business needs.
Google AdSense is the most popular monetization platform in the world. Launched in 2003, it provides publishers with the ability to generate revenue on a per-impression or per-click basis.
AdSense is Google’s most basic ad network and is the go-to option for small websites. In fact, today there are some 60 million websites using AdSense.
The power of AdSense lies with its simplicity. Unlike more advanced monetization methods, all AdSense requires is placing a simple piece of code on your website.
After that, AdSense automatically places ads on your website.
Google Adx (Ad Exchange) is the world’s premium ad exchange.
Google AdX is an online marketplace that operates in real-time, enabling publishers to sell their ad space to advertisers via an auction-based system. The platform is designed to help publishers maximize the value of their ad inventory by connecting them to a wide range of demand sources, such as ad networks, agencies, and demand-side platforms (DSPs).
AdX uses real-time bidding technology to ensure that publishers receive the highest possible price for their ad space. Each time a user loads a web page, the system conducts an auction in real-time, with advertisers competing for ad space.
This approach ensures that publishers get the best price for their inventory.
There are a number of key differences between AdSense and Adx:
According to a study of 400 publishers conducted by Adnimation, a Google Certified Publishing Partner (GCPP) that helps publishers maximize their ad revenue, AdX will outperform AdSense nearly every time.
The Adnimation study noted that AdX requires proactive management to deliver better results. Unlike AdSense where you can just place the ad tags and let it run its course, AdX needs constant optimization and expertise to ensure that you maximize your revenue potential.
AdSense has no minimum traffic requirement, and the vast majority of publishers will have no issue getting accepted into the ad network.
AdX is very difficult to get access to. In fact, there’s no way to even apply for AdX. Only very large publishers receive an invitation from Google.
Without an invitation, the only way to get access is through a Google-licensed monetization company.
All of AdSense’s advertisers come from Google’s ad network, which limits competition and results in lower revenue for publishers.
AdX, on the other hand, caters more to publishers. The vast marketplace makes AdX an ideal place for publishers to generate higher revenues. Publishers can also add additional demand partners to compete again AdX, which increases competition and results in higher revenues.
AdSense is a fully-automated platform. This means that publishers don’t need to actively manage their ad inventory, but it also means that they can’t optimize performance.
With AdX, publishers have much greater control of their ad inventory, including the ability to set floor prices and block specific advertisers from bidding on ad inventory.
AdSense takes a 32% revenue share, meaning that publishers only receive 68% percent of their profits.
The revenue share for AdX varies depending on the monetization company, but publishers will almost always receive more favorable terms.
AdSense is fairly simple to implement, requiring publisher to place a simply piece of code of their websites.
AdX is more complicated, as it requires ongoing management and an understanding of website monetization. AdX also requires an ad management platform (Google Ad Manager) that creates the code and tags that AdX is then trafficked to.
AdSense is infamous for its lack of customer support. If publishers encounter an issue with AdSense, it is very difficult to resolve.
If you access AdX through a Google-licensed partner, they will be able to give you the support needed and even seek out Google’s help if necessary.
Bottom Line – What’s Right for Your Business?
AdX has a clear advantage over AdSense.
If you have the chance to partner with a Google-certified company that can connect you to AdX and manage your account, you would be wise to take advantage.
However, it is essential to partner with a company that has expertise in management and consistently monitors your website.
If your website is ineligible to work with a Google partner due to insufficient traffic, AdSense is a good alternative while you grow your website.