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Google AdMob Vs. ADX: Which is a better monetization platform?
The Mobile App industry has witnessed tremendous growth over the last couple of years. According to App Annie, it is expected that by the end of 2021, Mobile App revenue will increase around $582 billion, which is 48% more than the past few years.
But surprisingly, only the Top 1% of App publishers generate 93% of Ad revenue in the app ecosystem. So what differently are these publishers doing to monetize their app?
Let’s evaluate the two most popular monetization platforms i.e Google AdMob and Ad Exchange (AdX), and figure out the right platform that can scale your app revenue.
What is AdMob?
Google AdMob is a mobile ad network and monetization platform. Through this platform, publishers and developers connect with multiple ad networks through mediation & open bidding. It allows app developers to monetize their apps by enabling in-app advertising, and provides intelligent insights through Google Analytics.
What is AdX?
Google Ad Exchange(AdX), formally known as DoubleClick Ad Exchange, is an ad exchange platform for large publishers with significant sales. It supports both Web and mobile apps & game inventories. Through Google AdX, publishers can sell their ad inventory to advertisers and agencies using real-time bidding technology. ADX provides more efficient usage of ad spaces using real-time auctions.
Is Google Ad Manager and AdX Similar?
Google Ad Manager is an ad management platform enabling publishers to leverage multiple ad networks, including AdSense, Ad Exchange, and third-party networks. In 2018, Google rebranded many of their products, including DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange that became Google Ad Manager.
Google AdMob Vs AdX: Key Differences
Now that you have a basic understanding of AdMob and AdX, let's discuss the difference between these two platforms.
Google AdMob is a monetization platform for mobile applications. Publishers working with AdMob have access to Google demand source and third-party networks.
To maximize publisher’s revenue, AdMob offers waterfall mediation and open bidding techniques. In the waterfall mediation technique, publishers can sometimes face a low fill rate and lower eCPM.
AdMob restricts publishers to target their ad spaces only based on geo locations.
Google Ad Exchange (AdX) is an exchange network. It offers real-time bidding on ad spaces to ad networks, including AdSense, agencies and demand-side platforms. Publishers working with Google AdX get access to a larger set of advertisers and other marketplaces using this exchange.
With Google Ad Exchange, the publisher can access wider inventory types (website, mobile app, video and games) for monetization. This increases the competition for ad inventories, which results in increased revenue per ad unit sold.
Google Ad Exchange also provides granular targeting, including metrics like device category, inventory type and many more. Thus giving deeper control to publishers.
Google Ad Exchange offers real-time dashboards for better visualization, so publishers know the exact performance of their ad units.
Google Ad Manager Dashboard
How to Sign-up for Google Ad Exchange?
Setting up a Google Ad Manager account can be tricky. Since Google provides access to Ad Exchange only to larger publishers who meet the below criteria:
- 5 billion page views per month
- Complying to brand safety measures The publisher either needs to get invited by Google or sign up through a third-party channel partner.
GreedyGame, the Google channel partner, can assist you with getting started with the Google Ad Manager account. Once your account gets approved, you'll have access to a global ad ecosystem with advanced functionality from Google Ad Manager and GreedyGame.
How to access Google Ad Manager through GreedyGame?
GreedyGame Experts will set up the Ad Manager child account for the publishers. You need to sign up for GreedyGame ADX Console and set up your account. ADX Console is seamlessly integrated with the publisher's Google Ad Manager account. To avoid interruptions and seamless monetisation experience, our team performs audits and assists publishers in resolving issues like wrong in-app placements, inappropriate content and policy violations.
Our ADX Experts ensure your policy issues get resolved within hours so that you don't lose your revenue. Frequent Policy audits and Quality Assurance are also performed to avoid future policy strikes. With GreedyGame ADX, publishers get access to real-time ad activity insights like ROI dashboards. Our ADX Experts manages the account operations and recommends proven monetization strategies based on app category and performance.
GreedyGame ADX Dashboard View
Feature difference between AdMob and GG AdX
|Google AdMob||Google Ad Exchange||GG ADX|
|Mobile App & Game Inventory|
|Third-party Ad Exchange & Networks|
|Programmatic Real-time bidding|
|Mediation & Open bidding|
|Consistent reporting across all ad serving activities|
|Deeper Analytics & Real-time Dashboard|
|Instant support on Policy Violation|
|Recommendation on Monetization Strategy|
|Account Operations manager by Publishers|
|Account Operations manager by third-party|
Over the last few years, we have observed around a 60% rise in publishers using the AdX platform.
When are you Upgrading from AdMob to AdX? Join GreedyGame AdX and get access to premium advertiser demand and other advanced features.