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Doubleclick Ad Exchange / Adxseller

RE: Google's AdX / adxseller / DFP / Doubleclick for publishers



9:27 pm on Sep 4, 2013 (gmt 0)

5+ Year Member

Re: Doubleclick Ad Exchange

I've seen a few mentions of Google's ad exchange (adxseller) on here, but not many actual conversations. WebmasterWorld has continued to be a great resource as I learn the nuances of adsense & seo over the last 10 years.

I'd think given that more and more folks are upgrading to 'adsense on steroids', aka double click ad exchange, that more people would be talking about the subject.


  • Which ad networks you prefer (e.g. valueclick, aol, criteo) and what combination in your daisy chain have you shown the best results. How many ad networks do you have in your waterfall?

  • Do you geo-target your ad networks and custom channels?

  • The nuances of dealing with AdXs inability to access data of 'passed back / defaulted' ad impressions resulting in a very low fill v request rate.

  • How often do you check the actual eCPM and do you utilize a central reporting dashboard that takes data from all the various reporting interfaces (e.g. appnexus, ad networks)?

  • What are the 'lift' rates you are seeing in adxseller from various direct deals or ad network competition?

    Stuff like this . . .

    Anyway, if anyone is interested in talking about this stuff please point me in the right direction! Perhaps a forum I've missed out there?

    Thanks all.
  • frankleeceo

    12:29 am on Sep 5, 2013 (gmt 0)

    What is usually the minimum requirement to be accepted? How much is their cut? Does it bring more revenue than adsense alone?


    2:40 am on Sep 5, 2013 (gmt 0)

    5+ Year Member

    Doubleclick Ad Exchange is a result of Google merging a few products. One product in particular, AdMeld, is how I got involved. Their minimum requirement was 30mm ad impressions /month.

    Google is now inviting publishers of various sizes from AdSense. It is a prerequisite however that you run Google's DFP (double click for publishers) as an ad server.

    Cut is the same I think. Yes, AdX will drive more revenue than adsense alone as AdX relies on real-time bidding of all adsense inventory (which is AdWords) versus hundreds of other ad networks.


    6:03 am on Sep 5, 2013 (gmt 0)

    WebmasterWorld Senior Member 10+ Year Member

    What does

    mean please?


    6:06 am on Sep 5, 2013 (gmt 0)

    5+ Year Member



    1:05 pm on Sep 5, 2013 (gmt 0)

    WebmasterWorld Senior Member 10+ Year Member

    Just had a message from G in my Adsense account saying I ought to sign up for this because I have multiple advertisers. The requirement for entry can't be that high because they will clearly accept me! My ad impressions vary from the high 6 figures a month up to the low 7 figures a month depending on the time of year.

    n theory it all sounds good but I have concerns that G will be getting even more of an insight on what happens on my website than it does at the moment. But then again, because I don't have the knowledge to serve my own ads intelligently then someone will always have the overall picture be it G, Criteo or whoever.

    It does seem, on the face of it, using Google Ad Exchange would allow me to use more than two ad networks which is good.

    It would be great if a few who have used it posted their views so that those who haven't taken the plunge can get an idea of the upsides and downsides.


    4:01 pm on Sep 5, 2013 (gmt 0)

    5+ Year Member

    That makes sense re: the qualification levels. Again, I joined AdX slightly before Google began pushing more publishers into the network. I think as long as one has DFP running and generates decent revenue they will eventually get invited.

    Re: your concerns, IMHO I agree they are valid. However, the minimal additional insight Google receives about your website (that they don't receive already with adsense & analytics -if you have it running- & chrome) shouldn't sound alarm bells.

    I will tell you that you will see a significant lift when you begin running AdX over Adsense. However, to benefit to the full potential there are optimizations that are needed. I will try to post more later with details.


    4:02 pm on Sep 5, 2013 (gmt 0)

    5+ Year Member

    I, too, would be interested in anyone's comparison between DFP and AdX... Pros and cons, etc.


    6:17 pm on Sep 6, 2013 (gmt 0)

    5+ Year Member

    AdX Pros:
  • More $$: You WILL earn more with AdX just by switching from adsense. You won't near the full potential of AdX revenue without taking additional steps.

  • I *guess* this could be considered a CON, but only if you are lazy ;) You get the ability to compete other ad networks and your direct orders (I/Os) versus AdX. This is the key that drives up CPMs sitewide.

  • More Control: You will have control over various items that can dramatically impact revenue and speed performance. This includes ASync v Sync tags, set minimum cpms per ad unit, ability to easily ban advertisers, review ads, etc.

  • Better Drilldown: If you haven't played around in the doubleclick ad exchange dashboard you are missing out. It gives you as detailed drilldown options as Analytics. Want to know how a specific ad is performing and which advertisers in specific are driving up your CPMs? No problem. Oh yeah, and reports are on CPM not page RPM. :)

    Some of the highlights include: Expandable ad units, branding types, buyer networks, deal types, deal IDs, DSP, Agencies, Advertisers, Targeting types, Bid types and the powerful Bid landscape that provides insight into the various bid ranges and how many impressions are filled.

  • Oh, I forgot to mention - you get direct access to a Google Account Rep AND the Google Acceleration team. Your emails will get a response back immediately.

    AdX Cons:
  • You aren't a kindergarten publisher anymore - you're in AdOps. Meaning you HAVE to have Google's Doubleclick for Publishers (DFP) (either small business or professional) installed and running. You have to setup your ads according to a logical schema.

  • The AdX setup is made easier with the help of the Acceleration team, but the initial setup is based on each ad you have. Basically, if you are setting up DFP and AdX you will get a schooling in AdOps and it'll take some time.

    I hope this information helps some of you out there.

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