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AdSense vs DoubleClick

3:38 am on Aug 8, 2013 (gmt 0)

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So I have a site that gets massive traffic and we just recently started testing out a major 3rd party ad company.

Our site does about 90,000,000 monthly page views.

Anyhow, my question pertains to our performance when we used to just have AdSense before the network, now we're in DFP and there is a bidding system in place.

The bidding system seems to use the same ads as before with regular adsense, except the bidding system makes the traffic more valuable because everything is competiting for impressions.

Instead of using the 3rd party ad network to manage our DFP we are wanting to learn to do it ourselves.

Is there a bidding system in place if you just sign up with DFP that will drive up the bids automatically or do we have to join a ton of other ad networks to have them compete with the google traffic?

Sorry if I sound unintelligent speaking on this, I kinda am. I just know that since we've been with the 3rd party ad network, the AdSense units have been performing about 3x the amount they used to just because of the bidding system.
9:24 pm on Aug 8, 2013 (gmt 0)

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You have to add other advertisers and manage what they pay you in order for them to compete with AdSense - it's not automatic.
3:41 pm on Aug 9, 2013 (gmt 0)

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In DFP, the key is to have multiple networks competing for the same ad unit and then enable the competition with AdSense where applicable. Impressions through DFP are always more valuable than going direct through the AdSense code due to the competition nature as you indicated. When you set up your DFP, you will specify eCPM's (via price priority is what I do) for each line item and AdSense will compete with those line items.

Another tip is to segregate your traffic as not all geo's give you the same CPMs. If you enter each segment as a different line item, you will further improve your yield because AdSense will compete vs. each line item separately.
4:55 pm on Aug 9, 2013 (gmt 0)

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Except what else does as well as Adsense? It usually beats the other networks with which it is competing. Unless you enter a very high eCPM for the other ad network, even if it is not based on reality?
4:13 pm on Aug 12, 2013 (gmt 0)

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It's not that some network does as well as AdSense across the board all the time but in certain circumstances other networks can pay a higher eCPM.

If you want set-it-and-forget-it AdSense alone is a very good choice for most publishers. DFP is not a set-it-and-forget-it platform.

It's good for those that have some direct sales, maybe affiliate programs in their niche, etc.

Floors can also be set to show house ads where AdSense might display something less relevant or very low CPM.
10:27 pm on Sept 4, 2013 (gmt 0)

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With 90mm page views you qualify for adxseller / doubleclick ad exchange. It's a real-time bidding system that Google handles and might make your life a bit easier.

You can use AdX as you would Adsense and utilize DFP for direct sales and other ad networks of your choice. You just have to set the line items at price priority and set a value cpm base don how those ad networks normally perform.