Which is better Google AdSense or AdX?

DoubleClick was founded in 1996 as an ad exchange provider. After being acquired by Google, it changed its name to DoubleClick by Google (aka DoubleClick AdX, aka DoubleClick Ad Exchange).

Then, somewhere in the middle, Google AdSense appeared; this is an ad network, not an ad exchange, and it has since confused both marketers and advertisers.

Google's AdSense program, which went live on June 18, 2003, automates display ads based on the audience and/or content of a website.

Which is more popular, AdX or AdSense?

Even though it comes in second place in Google's display advertising league, AdSense has, at least since 2004, enjoyed greater popularity than DoubleClick AdX.

In either case, Google's AdSense triumphs in the popularity race, but that does not in any way imply that AdSense is superior to AdX.

In reality, advertisers who have ads to display and website owners who want to make money from their ads display both.

Which is better, AdX or AdSense, then? Which will bring in the most money for you?

These are the foremost concerns for this post.

The answer is always based on the industry and the objectives of the business or campaign.

Because the answer to these questions also depends on whether you're a publisher (website owner or provider of display inventory) or an advertiser, it also depends on who is asking.

Whatever your objectives, it's useful to comprehend the differences and know when AdSense or AdX (or both!) is appropriate for various business models, financial constraints, and business goals. Yes, each has benefits and drawbacks to take into account.

But do not worry; we will announce a winner at the conclusion of this article. Here are all the solutions!

Core Differences Between AdX and AdSense

You'll wonder why you ever mixed up AdX and AdSense once you realize the key distinctions between the two.

The component of AdWords called AdSense enables a network of website owners and other Google properties to publish and display ads on their websites. Google's search engine, YouTube, Blogger, Gmail, and the Google Display Network are all part of the network (GDN).

Using programmatic real-time bidding (RTB), a standalone Google display ad exchange provider called DoubleClick AdX provides enormous inventories to enormous advertisers under the management of a trade desk-style service.

The AdX inventory features a huge variety of ad networks as well as well-known media and brand names. The fact that DoubleClick actually makes the AdSense network available to advertisers may surprise (or confuse) you once more.

Why would advertisers use only AdSense if they can access AdSense through DoubleClick? The answer to this question depends on the advertiser's scale and budgetary capabilities. Let's continue to examine the primary distinctions between the two display providers before we explain that in the sections that follow.

AdSense and AdX both have an ad network and an ad exchange at their cores, as was already mentioned. For instance, Blognife explains key distinctions between the two on the crucial subject of ad targeting:

"Ad networks adhere to the model of bulk buying and selling of advertisements, primarily in a contextual way. Ad exchanges operate primarily in a behavioral manner, selling and buying ads impression by impression.

Even though the two play on entirely different playing fields, especially for publishers, there are undoubtedly some similarities because AdSense runs inside of AdX.

Publishers and advertisers must dig deeper to determine whether to use an ad network or exchange because there are so many factors to take into account, as well as differences and similarities.

Understanding the Google AdSense Advertising Network

Many bloggers, website owners, and other publishers are thrilled at the prospect of generating extra income through the Google AdSense network.

If they agree to adhere to some basic terms and conditions set forth by Google and paste a small amount of code on their website, almost anyone can sign up.

For those who require more in-depth instructions, there is comprehensive training available on how to begin using Google AdSense on WordPress, for instance. And instantly, advertisements will start to appear on their website.

Website owners can prevent competitors' ads, sensitive topic ads, specific ad categories, and even specific ads from appearing on their site by using the allowing and blocking features in AdSense.

However, some website owners don't want to restrict their ability to make money by preventing and filtering an excessive amount of different types of ads from appearing on their websites. Most people are content with having ads appear automatically while they generate income.

"AdSense is a self-service ad marketplace targeted at bloggers and smaller websites," says AdNation.

Through AdWords, advertisers place bids on keywords, ads, and campaigns to have their ads displayed on websites connected to the AdSense network.

By providing them with the lowest cost per impression, the AdSense advertising network hopes to win over advertisers. It also means that because website owners cannot set floor prices, they are not receiving maximum prices.

In comparison to AdX, this display ad network is more user-friendly for novice website owners and advertisers. This is especially true for advertisers who already have active AdWords search campaigns.

Understanding Google AdX

The process is significantly more difficult than with AdSense for publishers who want their website to be a part of the AdX inventory.

Websites must be Certified Publishing Partners and go through a Google representative in order to even have access to Google AdX. The enormous AdX inventory includes tonnes of other networks and displays inventory in addition to smaller websites that are connected to networks like AdSense.

Naturally, Google enjoys exchanging display inventory with large, highly trafficked websites because they want to sell impressions! Therefore, big e-commerce sites and media sites are frequently good candidates to be included in this exchange.

According to rumors, large enough websites can even bargain with Google for higher revenue splits.

The benefits of using AdX as a publisher outweigh the significant obstacles, though. Publishers can control who bids and set floor prices for their available ad units in the exchange, for instance, and there are many more potential buyers thanks to various auction types! Publishers have three options for selling their inventory of ad units: Open Auction, Private Auction, and Preferred Deal.

The Open Auction, which, as its name suggests, is open to all AdX publishers and advertisers, is DoubleClick's standard ad exchange. Like any auction, the number of bidders determines the final price paid. According to Google, the Open Auction typically brings in the most money because most buyers can participate in it.

Publishers can offer an auction to a select group of advertisers or buyers by using the Private Auction option.

Publishers are no longer anonymous in the open auction setting of this type of AdX auction. Instead, they are proudly displaying a small number of advertisers who have previously targeted their site in an effort to attract the highest bid.

The idea of preferred deals, which completely avoid the auction and offer a one-to-one transaction between publishers and advertisers, is perhaps even more intriguing.

When a buyer enters into a Preferred Deal, they have first dibs on inventory before it goes up for auction, securing placements even at a higher cost.

It might make sense for them to pay those premiums and benefit from preferred deals if AdX is a source of income for a specific advertiser.

AdX may seem like the perfect solution for publishers with the ability to set floor prices, conduct private negotiations, and offer inventory privately, but Adngin cautions that it's not all easy money for publishers.

The publisher may actually end up with lower earnings than what AdSense alone would have brought in if they set their prices too high or are not as competitive as others.

Publishers can use dynamic allocation to maximize profits by selling unsold inventory, but that topic deserves its own post.

Google AdX is the go-to resource for big advertisers who want to programmatically run ads in a sizable market they control. Competent marketers and advertisers must manage their bids and campaigns on a daily basis to succeed in this exchange.

In order to place ads inside this inventory, advertisers frequently work with a trading desk, similar to how publishers use a rep to offer inventory inside DoubleClick's ad exchange.

Advertisers may pay more, but they get more inventory with possibly better returns.

Which is better, AdSense or AdX?

Which network is superior depends on the resources and expertise of the business.

In the end, AdSense offers a level playing field for advertisers with smaller budgets and a chance for all websites to make money from running ads on their sites with little to no experience. Everything can be made automated with a little onboarding and tweaking.

AdX has a larger inventory with more control, but it is more expensive, more complicated, and demands expert management.

The following four factors support publishers' belief that AdX is superior to AdSense:

• The minimum prices that you as a publisher can set for various ad positions on your website can be different for branded or anonymous buyers of your inventory.
• Prior to their inventory going up for live auction, advertisers can privately offer and negotiate a fixed price with an advertiser using AdX's Preferred Deals.
• Private auctions give website owners more control over the advertisements that appear on their pages.
• Publishers can set various prices for various areas of their websites (e.g., sports or news).

The control point is more important.

Ad exchanges could potentially offer a better user experience on the website than AdSense alone if they are used wisely. You can prevent users from becoming irritated by being selective with the advertisements that appear. Additionally, by influencing metrics like time-on-site and bounce rate, you can improve a site's overall performance and rank in Google's eyes.

Because it gives them more control and the potential for increased revenue from their digital real estate, AdX may be preferred by publishers with valuable real estate, whereas AdSense may be more suited to new website owners.

The answer to which is better for advertisers largely depends on which one gives their display campaigns the highest ROI.

Which will generate more revenue?

Once more, the logical answer to which channel is the most profitable largely depends on the nature and circumstances of your business. Can you actively manage AdSense, AdX, or both?

The execution and management of various display campaigns undoubtedly have a significant impact on an advertiser's success.

AdX could, however, potentially offer greater returns to you as an advertiser if your client or business has the funds to test this channel.

Adnimation came to the conclusion that Google AdX will generate more revenue for advertisers than Google AdSense after studying more than 400 websites, but it added that this conclusion is debatable and calls for additional research.

The placement of Google AdSense ads next to the "Next" button on gallery pages, which also raises CPMs, may cause them to receive mistakenly more clicks than AdX ads in the short term. Although clicks may increase momentarily, long-term returns won't be worthwhile.

Some claim to have observed a 30% increase in overall ad revenue with AdX vs. AdSense, indicating that AdX will generate more revenue than AdSense, even for publishers.

When it comes to which will pay you more as a publisher, AdX is the way to go because big websites may actually be able to negotiate revenue share with Google.

But ultimately, why wouldn't website owners just choose both AdSense and AdX if they can provide them with income?

Publishers may qualify for an AdX account in some circumstances, but not in others.

Site owners could certainly show both AdSense and AdX inventory to the auction, though, if they are.

Choosing a Display Network for Publishers and Advertisers

Even the smallest websites and advertisers can use this network because AdSense makes everyone a winner. The popularity of this ad network as a whole is probably influenced by how easily it can be accessed.

Putting popularity aside, the two display providers are very different, so it depends on who is asking which is better.

AdX is a better display platform, according to most people who are knowledgeable about the differences between the two and can bring in more revenue for advertisers and publishers if they can gain access to it. AdX is a reserved service for large websites and advertisers, and it's not for the faint of heart.

However, from that standpoint, inexperienced display marketers run the risk of losing their advertising investment through AdX, so working with an experienced trading desk is strongly advised.

At Hocalwire CMS, we have included some of the AdSense best practices by default, giving you much more increased Advertisement interaction with users and readers. We can help you increase your AdSense conversions. So that you can concentrate on producing high-quality content and expanding your revenue opportunities, you need to understand how we create technically sound websites that take care of the SEO and indexing requirements. If you're searching for one, schedule a Demo of Hocalwire CMS by booking a time.