For starters, it asks for minimum 5 million monthly pageviews along with other eligibility criteria. Then a publisher need to have a Google Ad Manager account and wait for approval. Here are detailed steps to follow to get access to Google Ad Exchange.
This improves the competition on the inventory. When using Google AdSense, Google manages the ads displayed on your website.
You can change the size and type of ads, if you want. It allows publishers to also block URLs which is not recommended. However, on the positive side, AdSense manages ad placement, ad targeting to show relevant ads , and payment for publishers. DoubleClick Ad Exchange has its own network of publishers, advertisers, and third-party ad networks.
Unlike AdSense, publishers need to manage their inventory like giving the floor price for auctions and carry out preferred deals by choosing advertisers. Also, AdX allows publishers to put up to five ad units on a web page. AdSense and AdX are very different when it comes to paying the publishers. With AdSense, if publishers have crossed the minimum payment threshold , the payment would be initiated. Usually, it starts with 21 days payment processing period. Whereas with AdX, once the minimum threshold is met, payment is credited by the end of that month.
AdX is all about real-time deals, private auctions, and preferred deals. Here, multiple advertisers bid for the inventory in real-time. This increases competition and revenue generation.
Whereas, AdSense is the largest ad network of small and medium-sized publishers. Who should go for AdSense: Publishers with fewer page views, small to medium business size, not much time or bandwidth to manage ads, and lack of technical knowledge; should choose AdSense. Standard and Sponsorship and sell the ad impressions at the highest price without compromising the guaranteed campaigns.
The initial step of DFP is to allocate impressions between Guaranteed and Non-guaranteed line items giving equal opportunity to all to deliver an ad with the best possible CPM rate. It compares all the line items based on the CPM value in lieu of only considering priority orders. Note that Google DFP assess the pace of the guaranteed campaign before delivering a remnant ad.
In fact, temporary CPM is based on the delivery of the line items. If the guaranteed line item needs to be delivered, Google will assign a higher temporary CPM and then deliver it. The process of linking an exchange account is similar to the AdSense account link procedure.
Although dynamic allocation enables remnant line items to compete against guaranteed line items, Google takes complete control of the whole process. We would suggest you take a deeper look into the comparison here. Header bidding is a way to go monetization strategy for publishers as it enables them to sell their ad inventory at maximum CPM rates by allowing several demand partners to bid for the ad impressions in real-time. Whoever bids the highest, wins the impression.
Unlike Dynamic allocation which happens inside the DFP server, Header bidding can be implemented on the client-side or the server-side. If header bidding enabled, the DFP ad server makes an ad call to bidder partners simultaneously, asking them to bid for the impression. Like an auction, whoever offers the highest CPM for the impressions, buys the ad slots and returns the ad request with an ad in milliseconds. And, of course, bids from header bidding partners demand partners compete with Adsense and Google AdExchange to win the impressions.
One of the best things about header bidding implementation is that — you can easily set it up in Google Ad Manager with the help of open-source Prebid.
Also, various header bidding providers in the advertising marketplace can make this job easy for you. Some publishers run AdSense alone, while some work with Google Ad Exchange and other demand partners at the same time depending on whether they are eligible to get access to ad exchanges.
So, just make sure you have done the integration of ad server and DFP properly, and keep optimizing consistently to see the lift in revenue. At Automatad, we help publishers to monetize better without hampering the user experience. Our products are live across hundreds of publishers, earning them incremental ad revenue with every passing second. You can request a free audit to get an estimated revenue uplift today. My question is "What happens to that money? Google Ad Manager is an ad serving tool and in your case, AdSense in the one that pays you.
Save my name, email, and website in this browser for the next time I comment. Automatad, Inc. Using our platform digital publishers can create, monetize and optimize for the best ad experience. Header Bidding. PMP Deals. Prebid Adapter. August 28, I am curious — can we set up DFP to fallback to a non-adsense network? Can we set up DFP to fallback to multiple different ad-networks adsense for 3 units, and valueclick for another 2 units, for example? Hi Alex. You can add the other network with some artifical price that is below your directly sold ads so it gets served as a fallback.
I multiple fallbacks should work if they all have the same artifical price. Thanks for the article. My guess that the DFP with adsense as back up is worse because the back up adsense has not learnt the best ads to serve.
The other options are serving normal channels which have built up history? Or have I missed something? I have had up to 5 adsense units on pages where I have accidentally mixed adsense and DFP code. I would not recommend it as it is against regulations. I suspect it is a software glitch from Google rather than giving permission for more ads. It is rather confusing. Also, I see e. I use 2 ad units on most of the pages, 1 ad unit on the rest, never more.
Hi Roman, for the first question: depending on the report there are either ad impressions or page views listed. A single page view can have multiple ad impressions. Pingback: Adsense vs DFP.
Thank for this explanation, for the longest time I thought using DFP is just like using Adsense where they would be the ones handling the Ads the advertisers go to them not me And I would just be getting more laser targeted ads. Pingback: Ads Pearltrees.
Hi, This post was really very very useful. I am a pro in this field and have been learning things only on the basis of what is available on surfing.
I have a big website to manage. And believe me since last 3 days continuous reading.. I was unable to identify the correlation between adsense and DFP. Reading your article has given me very great insights and a basic understanding. Thanks a lot!!! Hey, now by appreciating my feedback, you have opened a window for me to ask a lot of questions to you related to all my queries.. But certainly , would be happy if I can get to interact more with people like you to understand the stuff more clearly.
The reason for the first question is that I need to see the number of Adsense clicks both at the Google network and DFP, as someone told me that I can check invalid clicks through comparing the click counts at both platforms.
Do you think it is true? Hi Lok, 1. If you do, please give me a short feedback. Hi Michael, sure, you can contact me directly using the contact form. Did you by any chance compare the number of ad impressions per page view? It took me a while to figure it out, but the different numbers of ad impressions meant that all the CTR numbers generated by the various reports were actually not useful.
That is… in the end I discovered on my site that lower CTR by Adsense actually generated more overall revenue because Adsense delivered the ads faster and therefore had more ad impressions per page view, if that makes sense. I just wanted to throw that out for people that are running tests. Hi Dan, thank you for your very valuable comment!
With almost the same impressions for each ad, the income was also higher on the winners here in the test. Thanks again for bringing it up! Best regards, Thomas. I just started trying DFP. I took one page and replaced the direct adsense with adsense through DFP.
Is this normal? Thanks for the link, Thomas. The web page I was experimenting with has 3 ads the Adsense max. It used to report in adsense a number of impressions which was almost exactly 3 times the number of page views. When I tried DFP , these ratios dropped from 3.
Differentially i. Well, I gave up on DFP completely. And it seems very good. Running Adsense ads thru DFP, for almost a year, doing various steps to improve it in general, I decide two days ago to do the same test. I have left 3 ads to running thru DFP and at the end of the week, if the above two ads continues to have the increassed behaviour, I will try to switch all of the back again thru Adsense. Until now, I can strongly agree with Michelle!
Thanks for this great webspace and tips. Hi George, thank you for your extended feedback. I recently talked to someone who could increase his revenue with AdSense through DFP, so there must still be a factor we are missing here. Hello Thomas, We are currently use native adsense code to serve ads on site. We want to try DFP to do that.
Is it really need to link adsense account to dfp for using adsense code ad line item? Hi Dmytro, can you post a link to the documentation please? I am not sure now if the AdSense connection is needed in general or only if you want to use the AdSense fallback. What are you thinking about it? And tell me, are you linked you adsense account to dfp or used it simply as line item etc?
I have linked the account in order to test line item vs. Thanks Thomas. I definitely understand the confusion. You can use up to 3 native AdSense ads. Hello Thomas, Thanks for the informative article. You meant that AdSense ads served through DFP have higher CPC and mostly displays irrelevant ads to the website content that are having only a feeble chance of clicks. But, now I could hear that google is not emphasizing on section targeting, still the relevant ads will be displayed and ads displayed are having a chance based on interest.
Presently, I am not clear about which will get you the better revenue if served through DFP or directly when only using Adsense ad network? The best answer here is to test that for your specific page.
In general, I prefer to send my ads through as few channels as possible. Invalid clicks and impressions — Learn more — … generates clicks or impressions, repeated manual clicks or impressions, automated click and impression. How to define AJAX request? Thank you for your answer.
An AJAX request is not the same as an automated impression. Rotating ads with AJAX might be a problem though. You can use DFP for that. I have been dumb about how DFP and Real adsense works. But thanks to your post.
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