6 differences between AdSense and Google Ad Exchange

6 differences between AdSense and Google Ad Exchange

I’m sure that most of the Publishers agree that Google AdSense and Ad Exchange are two of the must have tools in ad optimization space. When users’re starting the adventure with these solutions, they usually asking about differences between AdSense and Ad Exchange. Today we’re trying to make it clear for everyone. Take a look at our short summary.

What is better for me?

The web is full of millions of articles and definitions of AdSense and Ad Exchange. In few simple words we can say that AdSense is a plug-and-play solution for plenty of small and big publishers to quickly make money off of their web or mobile traffic. On the other hand, Google DoubleClick Ad Exchange is dedicated mainly for big publishers.
But most of us are not able to make a decision after these short definitions. So we are searching for new arguments…

Some sources claim publishers have seen a 20-50% percent increase in overall ad revenues with AdX instead of AdSense.

So to sum up, the answer is not so simple – it depends and it is different for each publisher.
But for sure, combination of AdSense and Ad Exchange is a way to generate more money – below you can find comparison of main features for both tools.

 AdSense vs Ad Exchange

Below you can find comparison of main features.



Includes all Google AdSense advertisers and Google Certified AdNetworks. Includes all Google AdSense advertisers and Google Certified AdNetworks
thousands of other online advertising networks and trading desks.
Google AdSense advertisers bid to appear on your website. Low control level, narrow possibilities to block ads. All networks in programmatic ad exchange engage in real time bidding for each impression on your website raising the CPM of each visitor.
Very good control of advertisers on each level.
 Floor price
No possibility to set. Wide possibilities to manage with floor prices according to ad placement
and even for each media agency, trading desk and advertiser.
You can set a CPM price floor and only accept advertisers who exceed that floor.
Google AdSense advertisers can be used as backfill when no higher paying ad is available.
Full control on information about inventory
(transparent, semi -transparent, blind).
Campaigns control
You can block:
ad networks,
advertisers (in creation preview)
You can block:
ad networks,
media agencies / trading desks
 Ad units
3 per page 5 per page
Standard reporting about pages,
ad units, ad sizes, no information about fill_rate
Very wide possibilities to generate reports about bidding advertisers,
media agencies, their rates, etc.


Can I give you a hand?

As you can see, Ad Exchange is fundamentally different to the AdSense. Both of them have some advantages and disadvantages. The choice is yours – you can decide to use one of them or use it together. If you need some recommendations, do not hesitate to contact our team.