Google AdX: what is the process for inclusion?

[CentennialEmpire]

We've been with Adsense since ~2005 and in 2012 we rolled out DFP.

Over the last year or so we've been approached by a few firms that represent their own AdX account and offered to include us in their account, however, I'm not keen on giving up 15-20% of our revenues for what may very well be only a 15-20% uplift in earnings or it may be less, and we end up receiving less revenue as a result.

So that being the case what is the method of gaining entry into AdX without having to go through a third party?

Like I said we're already running DFP and AdX would be a simple inclusion within DFP that would compete alongside Adsense, right?

We serve approximately 25MM ad impressions per month.

Thanks for your help.

[Globetrotter]

Good question, I would like to know the same thing. They all seem to have their own code and network, but it didn't work before so why would it work now?

Would be great if you could by pass some of these networks.

[CentennialEmpire]

Is there a way to contact you privately?

And yes, they have their own code which replaces our code, but that also takes complete control out of our hands and places it into someone else's. For a publisher that has in-house resources to manage their advertising networks through DFP or another ad server giving up so much control for AdX then giving away a cut is a real big gamble.

[poppill]

Going through this myself right now. I think its just a matter of your rep.

[Globetrotter]

You can send a message bij stickymail.

This week I got two different companies offering me the same. Question is what is the difference and why would you choose one over the other?

What if you add two different Google Adsense accounts and let them compete, isn't that the same?

[ning]

To get AdX, talk to your Google account manager. You need to be pretty big to be accepted. but they can always apply for you. If you don't have a Google account manager you are probably too small publisher.

[Globetrotter]

Do you mean big in adservings or big in revenue?

[matbennett]

Slightly old thread, but it just turned in up in my search and it didn't seem resolved.

Disclaimer: My firm is one of the companies that offers to sell publisher inventory on ad exchange for a cut (although we don't phone around trying to get people to switch). We are Google AdSense Certified partners as well though, which means that we have a more balanced outlook on whether adsense or adx is the best solution for any publisher (most AdX partners only get paid if you move to AdX so always say it's the best solution!)

Set-up
You can indeed just drop adx tags into DFP. Alternatively DFP can run AdX line items just as it would AdSense ones. That will get you serving those tags alongside or instead of AdSense.
That is unlikely to bring revenue gains by itself though. AdX is a lot less turn-key than AdSense. You need to be on it breaking out audiences and adjusting floors continually. For the bigger publishers we work with that means several times per day.

Application / eligibility
It's invite only to have your own account. For most people that means going through their account manager. It isn't the right solution in all cases though so they might not put people forward even if they do have enough inventory.

Choosing a partner
Obvious things to look for: Scale of charges, availability of support/point of contact, how established is the company (because you want them to be in business next month, otherwise you aren't getting paid for last month!), Integrity (you need to trust them implicitly).
Less obvious things: Skill / knowledge / experience. Because the uplift you get from AdX is dependent on the skill of those running it mileage will vary from one partner to another.

[Globetrotter]

Mat thank you for the useful answer.

[Erku]

what is adx?

[matbennett]

AdX is another name for "The DoubleClick Ad Exchange" (mostly by those of us who get tired of typing it in full).

It's a realtime marketplace for ad inventory that includes AdWords demand alongside other sources. I actually posted a blog post about the differences between adsense and adx last week (partly inspired by this thread). Let me cut and paste the main headings under "How is this different to AdWords / AdSense?"

More demand sources
AdX is all CPM
Real Time Bidding (RTB)
Floor rates – Set your own minimum price
More buttons and levers
AdX requires a lot more attention

I did also cover the fact that it isn't right for everyone and often the best solution is to use adx and adsense rather than opting for one over the other.