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

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.

What does

30mm

mean please?

30,000,000

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.

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.

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

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.