DoubleClick Ad Exchange vs AdSense

DoubleClick Ad Exchange vs AdSense

DFP experts explanation(DoubleClick Ad Exchange vs AdSense)

“If you want to put it simple I would compare Google AdSense to Google AdExchange. I would compare a local store to a shopping mall, for example: let’s compare Westfield Shopping mall to a local store in Hollywood. If you go to a local store you can buy some things in there, but if you go to a Westfield of Beverly Hills you can find there many brand stores such as Emporio Armani, Hugo Boss and  like that. In simple words, Google AdExchange has better advertisers and it also has RTB technology (real-time-bidding). Google AdX has premium publishers bidding for publishers inventory and publishers can run 5 ads instead of 3.That’s all about question DoubleClick Ad Exchange vs AdSense.”

 

DoubleClick Ad Exchange vs AdSense (Google source)

Feature Ad Exchange AdSense
Anonymity Ability to make your inventory available in a branded, semitransparent, anonymous or a combination of any two. No anonymous option.
Preferred Deals Deals interface allows you to set up Preferred Deals for fixed CPMs with buyers or Private Auctions with floor prices with multiple buyers. No possibility to set up Preferred Deals.
Number of ad units Ad Exchange allows five ad slots per page. AdSense allows three ad units per page.
Filtering and blocking Account level filtering:

  • Google-Certified Ad Networks (GCAN) blocking
  • URL blocking
  • General category blocking (if available in your language)
  • Sensitive category blocking
  • Creative review: review and approve/disapprove ads from various advertisers
  • Advertiser blocking
  • Ad technologies blocking
  • Cookie & data usage blocking

Blocking rule filtering:

  • GCAN blocking
  • URL blocking
  • General category blocking (if available in your language)
  • Sensitive category blocking
  • Advertiser blocking
  • Cookie & data usage blocking

Opt-in rule filtering:

  • Opt-in sensitive categories
  • Ad technologies
Account level filtering:

  • GCAN blocking
  • URL blocking
  • General category blocking (if available in your language)
  • Sensitive category blocking
  • Creative review: review and approve/disapprove ads from various advertisers
Reporting Flexible reporting with the ability to create queries based on publisher-defined parameters or use a system query as a starting point. Standard reporting capabilities such as “Sites”, “Ad Units”, “Ad Sizes” etc.
Buyers/Advertisers Access to the same buyers and advertisers:

  • AdWords advertisers
  • Ad Exchange buyers (Google-Certified Ad Networks). If a buyer is using a non-GCAN vendor (not encouraged), only Ad Exchange publishers have access to this inventory.
Access to the same buyers and advertisers:

  • AdWords advertisers
  • Ad Exchange buyers (Google-Certified Ad Networks). If a buyer is using a non-GCAN-vendor, AdSense publishers do not have access to this inventory.
Technology vendor permissions The Ad Exchange allows all vendors; publishers can block any vendor. Most vendors are allowed; publishers do not have the option to block a vendor.
Dynamic allocation Dynamic allocation in DFP/DFP Small Business. Dynamic allocation in DFP/DFP Small Business.