5 Things Google Ad Reps Say That You Should Absolutely Ignore

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When you are first getting set up with Google AdSense or Ad Exchange, Google ad reps can be a great help. They can assist you with small things such as setup, reporting, and more complicated tasks like API access.

Through our extensive trial and error, however, we have tested some of their suggestions and found a few things that Google ad reps often tell you that we would like to comment on:

1) Google ad reps will tell you that asynchronous DFP ad tags are better than synchronous DFP ad tags.

This is just not true. Asynchronous tags are not compatible with a lot of rich media ads and several third-party ad networks. They are the direct cause for anywhere between 25% – 30% lost revenue and CPMs.

2) Google ad reps claim using a combination of text and image ads is always the best setup for AdSense or AdX.

This isn’t the case. Just like you need to know what ad networks are best for your particular vertical, your particular site may benefit from text ads only or vice versa.

3)  Google ad reps try to say that Google Ad Exchange includes every demand source that a publisher would need.

Although AdX has incredible reach and fill rate, complementing AdX with other ad networks increases that competition for your ad inventory and pushes that CPM up as you have a more competitive market.

Related Read: What is Total Site Monetization?

4) Google ad reps don’t believe there is an optimization opportunity outside of Ad Exchange.

Again, taking absolutely nothing away from Ad Exchange — it is the best performing ad network by far and if you can implement this for your audience, you should be grateful — but the fact remains that it is not the be-all-end-all of ad monetization. Complementing (not replacing) Ad Exchange with other ad networks is a much better strategy.

5) Google ad reps believe DFP runs perfectly.

We have found that DoubleClick for Publishers is the best ad server out there. However, like anything else in the world, it isn’t perfect. It glitches sometimes, and if you are not familiar with the subtle mistakes it can make, you may go crazy trying to figure it out.

Related Read: When is the Best Time to Implement an Ad Server?

Luckily, we are a team with as much as humanly possible about DFP and AdX. If you would like to know where the glitches lie or want more tips on how to speak with Google and other ad network reps, please contact us here.

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Kean Graham

CEO and Founder at MonetizeMore

Kean has been a pioneer in the AdTech world since 2010 who believes in the supremacy of direct publisher deals, programmatic advertising, and building ad technology as keys to scaling ad revenue. Here, he provides publisher resources and guides covering areas like website monetization, AdSense optimization, Google Ad Manager, Ad Exchanges, and much more.

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1 Comment

  1. Fred Smith

    6) DFP Single Request Architecture is the best thing ever. Why would you not use it?

    Quite simply because it causes a lot of issues which discrepancy with Adsense and Thrid party advertisers.

    The way SRA works is that only a single request is sent to DFP and a single response is fetched which makes publishers think it will increase their page load speed.

    While they may see a very small performance increase, the fact is that when the first ad is fetched all other ads on the page are marked ad fetched and the impression increases in DFP even if the other ads do not load.

    However, if the other ads do not load on the page, other advertisers including Google Adsense will not pay you. Whats worst is that advertisers are now looking at the viewabilty matrix to decide what publishers should be paid. Low viewabilty means low CPMs.


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