4 Minute Read

Key Points

  • Google's ad exchange is called Google AdX.
  • It's by invitation only, but smaller publishers can get access through Google partners like Playwire.
  • AdX generates broad demand, making it essential to most publishers' revenue strategies.

There's an unspoken rule in ad tech: If it exists, Google has a version of it. And usually, the Google version is really good. That's certainly the case for Google's ad exchange, which gives each publisher access to some of the broadest demand from buyers available in the advertising space today.

But how do you get access to the exchange? And do you, specifically, need it? We answer all of those questions and more in the post below. Keep reading to learn everything you need to know.

Google demand is nothing short of essential if you want to maximize your revenue. But it's only one piece of the puzzle. To complete the picture, you're going to need a lot of time, tools, and resources. Or you can leave it all to Playwire and watch your revenue skyrocket. Contact us

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Ad Exchange Guide

Ad Exchanges: The Complete Guide for Publishers

What is Google's Ad Exchange?

Google has had an ad exchange in some form for years. Years ago, it was called DoubleClick Ad Exchange. Recently, however, Google has rebranded its ad exchange to be referred to simply as AdX.

Like any ad exchange, Google AdX is an open digital marketplace where premium publishers and advertisers can connect and sell and buy ad inventory. The purchase is done through real-time bidding, a function of programmatic advertising.

Simply because it is associated with the Google brand, AdX has an enormous network of active buyers and sellers. In that way, it has made itself an essential piece of the revenue puzzle for publishers because the demand it gives you access to is virtually unmatched. 

That isn't to say, however, that you should only use AdX to sell your ad inventory. But it is important to roll AdX into your overall strategy, which should include multiple demand sources rather than just one - even if it is from Google.

Google AdX vs. Google AdSense

You've probably heard of what sounds like a very similar Google product called Google AdSense. They do similar things, but they aren't the same. And the distinction can make a big difference for your bottom line as a publisher. 

AdX is Google's ad exchange. AdSense is, in part, Google's ad network. While ad exchanges provide a fair and open bidding process that only pays the ad platform a percentage of each dollar spent,ad networks like AdSense prioritize volume by reselling ad inventory to advertisers at low prices.

In other words, you're not likely to make nearly as much money using AdSense. However, because AdX is not open to all publishers, AdSense is often an early step in monetizing your content. That is perfectly fine, but the eventual goal will likely need to be moving on to bigger and better sources of demand, such as AdX.

How to Get Access to AdX

AdX is a part of the offering that comes with Google's ad server, Google Ad Manager (GAM). But to use GAM and all of its features, you have to meet certain minimum qualifications.

Minimum Qualifications for AdX

As of publication time, Google still didn't list the actual minimum qualifications for a publisher to be admitted to Google Ad Manager (GAM) and, therefore, AdX. 

However, you can safely say that you will need monthly page views in the tens of millions to have a solid shot at getting into AdX. Anecdotally, you hear of publishers with around 10 million page views per month getting admitted to the program, but that figure does vary sometimes.

Google has reserved GAM and its benefits, such as AdX, for large publishers that it actually wants to work with. In a way, this is a good thing - you want AdX to be somewhat exclusive because it keeps the CPMs nice and high for you once you get there. But as you're trying to get there, it can be frustrating.

An Alternative: Working with a Google Partner

The good news is that there's an alternative to waiting until you have tens of millions of page views. Instead, you can work with a Google Certified Publishing Partner like Playwire. 

How does that get you access to AdX? Because you get to use our partner account to loop AdX demand into your ad revenue operations. That means you get access to that broad, premium demand without all the frustrating hassle of waiting and hoping that Google will let you into GAM.

Managed AdX vs. DIY

What if you already have access to AdX? Should you still work with a revenue partner who can manage your efforts on Google's ad exchange? We think so, and here's why: properly managed AdX efforts will earn you more money.

That's the simple bottom line. And while you may be capable of properly managing your operations on ad exchanges and within other programmatic ad buying venues, you can't really be sure you're keeping up with the latest yield ops tricks and trends. In other words, you won't know when you're leaving money on the table.

A revenue partner who manages all of your programmatic ads operations, including ad exchanges, header bidding and the like, and has revenue amplification technology, can make sure you're maximizing your CPMs at every possible juncture, making them more than worth the small cut of the extra revenue they take.

Take Full Advantage of Google's Ad Exchange

Google's ad exchange is an important step on your journey to maximizing the demand for your inventory. Unfortunately, AdX is simply not accessible for many publishers on their own. They either don't meet the minimum qualifications to gain access to the exchange, or they have access but don't know what to do with it.

Playwire solves both of those problems for publishers. We are a certified Google partner, meaning we can give you access to AdX through our account. And we manage every part of that access, as well as every other tool and strategy involved in your digital advertising efforts. The result is revenue that's always trending up.

If that sounds good to you, all you have to do is get in touch to get started today.

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