What’s the Deal with DoubleClick Ad Exchange?

DoubleClick Ad Exchange is one of the largest ad exchanges on the internet run by Google. It is a marketplace of advertisers and publishers. The publishers offer their inventory up for a minimum CPM and the advertisers bid on the inventory. It is a great platform that allows demand to meet supply in the ad marketplace.

ad exchange

There’s been a lot of misinformation out there about DoubleClick Ad Exchange. Allow me to demystify you poor revenue-hungry publishers:

  • Can I opt in to DoubleClick Ad Exchange via DoubleClick for Small Business?

No, you need to use a premium DoubleClick for Publishers product. Google is working on adding DoubleClick Ad Exchange to the DoubleClick for Small Business mix. So, if you’re using DoubleClick for Small Business, you’re going to have to wait.

  • Doesn’t AdSense automatically opt into the DoubleClick Ad Exchange network?

No, AdSense is mutually exclusive of DoubleClick Ad Exchange. In fact, DoubleClick Ad Exchange is much bigger than AdSense. Its network of advertisers includes the AdSense advertisers (AdWords) as well as many ad networks and agencies.

  • What’s the big deal? Why do I even want to sign up with DoubleClick Ad Exchange?

DoubleClick Ad Exchange offers publishers access to a much larger pool of advertisers than AdSense. Not only this, your website would be receiving the highest bid on your ad inventory. Think of it as a giant group of advertisers participating in a silent auction for your ad inventory. This is similar to AdSense but with a group of advertisers that is many times larger.

Remember folks, the name of the game is to increase the internal competition of advertisers within your ad network. In order to manifest this, you must offer your site to as many advertisers as possible. DoubleClick Ad Exchange is the perfect addition to this optimal ad serving strategy.

If you would like help implementing DoubleClick Ad Exchange on your website, feel free to contact us here.

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. Chris Smith

    I’m confused. How is it that AdSense is different from the DoubleClick Ad Exchange when I’ve read that Google integrated AdWords with the Ad Exchange and then you have this It’s network of advertisers includes the AdSense advertisers (AdWords) as well as many ad networks and agencies

    Why do you have AdWords in parentheses? Are you trying to say that advertisers who partake in AdSense and AdWords can bid for ad spaces on the AdExchange but that sellers/publishers in AdSense may not have their inventory up for bidding on the AdExchange?

    I look forward to your response.

  2. Kean

    Hi Chris,

    You are exactly right. The relationship between AdSense/Adwords and DoubleClick Ad Exchange is not reciprocal for publishers. Advertisers on DoubleClick Ad Exchange or AdWords can advertise on any publisher on DoubleClick Ad Exchange. However, publishers who are merely on AdSense are not available to the DoubleClick Ad Exchange advertisers.

    If the publisher is utilizing a premium Double Click for Publishers product then they can opt into the DoubleClick Ad Exchange inventory. However, if the publisher is currently using the free Double Click for Small Businesses, they do not have the option to opt into DoubleClick Ad Exchange…yet. Google is working on that solution as we speak. So, keep your eyes peeled Double Click for Small Business publishers!

    Hope that helped!


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