Maximize App Revenue: Google AdMob vs. Google AdX Explained

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With the surge in the mobile app industry, app downloads are projected to grow by 45%, reaching 258 billion this year. In this expanding market, one of the key challenges for app publishers is selecting the right monetization platform. A common question is: should you go with Google AdMob or Google Ad Exchange (AdX)? To help publishers make an informed decision, let’s explore these two popular platforms and identify which one can best support your app business growth.

Stay tuned for a detailed comparison of AdMob and AdX, where we’ll discuss their features, target audiences, and key benefits to help you choose the right platform for your app monetization strategy.

What is AdMob?

AdMob

Google AdMob is a mobile advertising network and monetization platform that enables app publishers and developers to connect with various ad networks through features like mediation and open bidding. It helps app publishers monetize their mobile apps by serving ads worldwide and providing valuable insights via its dashboard.

While AdMob offers an accessible monetization solution for app developers, optimizing ad performance and generating significant revenue through high-quality ads can be a complex process. Despite these challenges, AdMob excels at maximizing the value of every impression by providing access to global advertiser demand, multiple ad formats, and advanced monetization technology.

How does AdMob work?

AdMob operates by matching ads to a publisher's app based on the criteria set by the publisher. App developers need to create ad spaces within their app to display ads that are relevant to users' interests.

Here’s how AdMob works in three steps:

  1. Creating Ad Space: The initial step involves setting up ad space within your application. Publishers create ad units in AdMob, which define the type of ad format and its placement within the app. By adding these ad units to your app’s code, you make your ad space available to advertisers.
  2. Displaying Ads: AdMob optimizes the ads shown to users by leveraging both its own ad network and third-party networks to display the highest-performing ads. This ensures that the best possible ads are displayed in the app, maximizing engagement and revenue.
  3. Receiving Payment: Once ads are displayed, AdMob handles billing with advertisers and networks. Publishers are then notified once their payment is processed and received.

What is AdX?

AdExchange

The Google Ad Exchange (AdX), formally known as DoubleClick Ad Exchange, is a real-time marketplace to buy and sell display advertising space. It is a platform for large publishers with significant direct sales which can support all: Web and mobile apps and video inventories.

Google AdX is used by publishers to sell their ad space directly to advertisers and agencies using real-time bidding technology, providing more efficient usage of ad spaces.

How does Google AdX work?

Google Ad Exchange (AdX), previously known as DoubleClick Ad Exchange, is a real-time marketplace for buying and selling display advertising space. It caters to large publishers with substantial direct sales, supporting web, mobile app, and video inventories.

AdX allows publishers to sell their ad space directly to advertisers and agencies using real-time bidding (RTB) technology. This enables a more effective utilization of ad spaces, ensuring that publishers get the best value for their inventory while delivering targeted ads to users.

Google AdX provides three types of auction formats:

  1. Open Auction: This auction is accessible to all publishers and advertisers. However, publishers can set inventory controls to prevent competitors’ ads from appearing in the same ad spaces.
  2. Private Auction: In this format, selected advertisers can bid for ad space on publisher apps. To participate, advertisers must meet the publisher's minimum effective cost per thousand impressions (eCPM). This is particularly effective for publishers with strong reputations or branded apps, as advertisers are willing to pay a premium for access to their inventory.
  3. Preferred Deal: This option allows advertisers to secure ad placements before they become available in open or private auctions. Publishers with high conversion rates can offer premium placements at a higher price, and negotiate better terms with advertisers.

Using these auction formats, app publishers can attract top brands and advertisers, optimize revenue, and establish direct relationships for more lucrative deals.

Is Google AdX the same as Google Ad Manager?

Google AdX and Google Ad Manager are distinct platforms with different purposes.

Google Ad Manager is a comprehensive ad management platform that helps publishers manage multiple ad networks, including AdSense, Ad Exchange, and third-party networks. It enables publishers to serve ads, optimize ad performance, and track revenue across all their ad inventories.

Google AdX, on the other hand, functions as a programmatic marketplace for buying and selling digital ad inventory. It allows publishers to auction their ad space to advertisers using real-time bidding technology, making it a more specialized platform focused on programmatic advertising.

While Ad Manager helps publishers manage and serve ads across various channels, AdX is primarily a marketplace for trading digital ad spaces.

Google AdMob Vs AdX: Key Differences

As we now have a basic understanding of both AdMob and AdX, let us jump to the key differences between them.

Google AdMob

Ease of Integration: AdMob is user-friendly and easier to integrate into apps, making it ideal for developers who may not have extensive technical resources.

Mediation: AdMob includes an in-built mediation feature that allows you to maximize your revenue by managing multiple ad networks in one place.

Fill Rates: AdMob generally offers high fill rates globally due to its large pool of advertisers.

Ad Formats: Supports a variety of ad formats including banner ads, interstitials, rewarded video ads, and native ads.

Ad Inventory: Utilizes Google’s extensive ad inventory, which often leads to high eCPMs (effective cost per thousand impressions).

Payment: Payments are handled directly by Google and are straightforward, with a low payout threshold of $100.

Google Ad Exchange

Advanced Monetization: Offers more granular control over how ads are served, allowing publishers to set floor prices, create direct deals, and participate in private auctions.

Demand Sources: AdX provides access to a wider range of demand sources, including premium advertisers, which can lead to higher eCPMs.

Dynamic Allocation: This feature allows AdX to dynamically compete with direct-sold inventory, ensuring that the highest-paying ad is always displayed.

Programmatic Buying: Supports programmatic direct and open auctions, providing more sophisticated and potentially more lucrative bidding options.

Ad Inventory: Access to premium inventory and high-quality ads, which can improve user experience and revenue.

Reporting & Analytics: Offers more advanced reporting features, helping publishers better understand ad performance and optimize their strategy.

Getting started with Google Ad Exchange?

Getting started with Google AdX can be a bit complex. To qualify for an AdX account, publishers typically need:

  1. High Traffic Volume: At least 5 billion page views per month.
  2. Strong Brand Safety Measures: Ensuring content is safe and compliant with Google’s standards.
  3. Additional Criteria: There may also be checks for ad viewability and other safety concerns.

Moreover, publishers cannot sign up directly. They either need an invitation from Google or must join through a certified third-party channel partner, such as Jungle Technology. Partnering with these channels not only simplifies the application process but also allows publishers to access additional demand sources and optimize their ad revenue.

Here is a quick view on the differences between AdMob, AdX & Jungle Technology AdX

Google AdMob Google Ad Exchange Jungle Tech AdX
Mobile App & Game Inventory
Website Inventory
Programmatic Real-time Bidding
Dedicated Account Manager
Policy Compliance Support
Personalized Recommendation on Monetization Strategy
Managed Ad Operation

Get access to Jungle Technology’s Google AdX

To get started with Jungle Technology’s AdX, all you have to do is sign up on our platform. Our experts will then get in touch with you to set up your Google AdManager account and seamlessly integrate it with our Google AdX account.

To avoid any interruption during monetization, our expert’s quality check each application to make sure it complies with Google’s policy and suggest in-app ad placements to further boost the ad revenue.

Our publishers get access to a dedicated Account Manager. They help you manage the Account Operations and recommend proven monetization strategies based on app category and performance. Moreover, we connect you to over 25+ demand partners like Inmobi, Pubmatic, and Smaato so you have access to an even wider pool of demand.

Request to join our Google AdX network by getting in touch with our ad monetisation experts today!