Simple and convenient website monetization through advertising using Ad Exchange

Traffic monetization is a question that interests many website owners. If you already have a site that attracts the attention of the audience, then why not earn extra money on it? And here one of the best solutions can rightfully be called automated sales of digital ads or programmatic advertising. In practice, it gives excellent results and has repeatedly proven its high efficiency. And here it is very important to choose the right tools that will help to implement the upcoming work as efficiently as possible.

To monetize site traffic with minimal time and effort, to keep this entire process under comprehensive control, we recommend paying attention to such a tool as Ad Exchange. It is equipped with many useful functions and opens up wide opportunities for subsequent work for users. But this will be relevant only if you can implement the preparatory activities as efficiently and correctly as possible.

In today's review, we will get to know in more detail what the Ad Exchange tool is, highlight its features, advantages and disadvantages, and provide the main differences in comparison with its closest analogues Ad Network and SSP. We will note how advertising monetization works in principle and how much you can earn on it. We will describe in detail how to get an Ad Exchange account using Google Ad Exchange as an example and how to set up work with a certified partner of the site or with a reseller. Let's get acquainted with the advantages and disadvantages of managing your own account on the service, and also highlight the strengths and weaknesses of working with a partner. The information provided will help you evaluate the advantage of launching monetization of traffic through the Google Ad Exchange tool and perform the upcoming work as quickly as possible, minimizing potential risks and errors.

Getting to know the Ad Exchange service

Before moving on to all the necessary settings, it is important to understand in detail what the Ad Exchange tool itself is and what benefits you can get from it in practice. In particular, we are talking about a solution developed specifically for the programmatic advertising market. The platform is a real-time interaction between the owners of advertising platforms (sites), be it a publisher or publisher, and advertisers. This tool offers users quite broad opportunities for monetization. The entire process here is organized through RTB bidding, that is, it is carried out in real time. It turns out that several advertisers compete with each other to show their ads to visitors to your site. It is clear that in most cases, the one who offers a higher rate wins.

Absolutely any company or even an individual can start monetizing traffic to their site through Ad Exchange. These can also be any SSP and DSP platforms. We would like to draw your attention to the fact that SSP is a supply-side platform, that is, it will represent publishers and, accordingly, trade on their side. But DSP is a demand-side platform, accordingly, representing the interests of the advertiser. Experience shows that the majority of publishers are directly owners of websites or software products, while advertisers are service providers, brands, and specialists who promote goods and services.

If we roughly describe the entire process of interaction with the Ad Exchange service, we can highlight a number of main stages:

• You, as a person who would like to provide your platform for advertising, register on the service. By doing so, you connect to the advertising network of the platform and SSP in order to automate the process of advertising placement.
• At the same time, advertisers also connect to the platform and DSP. By doing so, they gain access to information about all publisher offers and get the opportunity to participate in auctions.
• As soon as a user visits your site, already directly during the page loading process, the browser sends a request for ad impressions to the SSP. And only after this the SSP redirects the request to the Ad Exchange.
• The advertising exchange in turn sends a request to the DSP for bids, inviting advertisers to participate in the bidding and compete for the right to display their ad on this site.
• At the DSP level, the advertiser's requirements and display information are compared, after which the corresponding bid is sent to the advertising exchange.
• Ad Exchange collects all bids that will come from advertisers and then automatically selects the winner of the auction, as we already said above, based on the highest bid. After that, the corresponding data is sent to the SSP.
• The advertising platform server receives the necessary information from the SSP and sends the corresponding ad and related data directly to your site.

At this stage, the process of loading the site page is completed, and the user sees not only the main material presented on it, but also the advertisement. This whole procedure that we described above looks quite cumbersome, because there are several redirects, approvals. But in reality, everything works very quickly. The entire process of bidding on the advertising exchange is included during the direct loading of the page, that is, less than 2 seconds. We would also like to draw your attention to the fact that Ad Exchange will select such advertising here that corresponds to the subject of the site, that is, theoretically, it can interest a person who will visit your resource, which immediately increases its effectiveness. That is, we are talking about targeted advertising. If your site is dedicated to goods for children, then Ad Exchange will not place an advertisement for machine oil on it.

That is why we say that the entire process occurs in real time, and the bidding process itself is fully automated and the selection of the winner takes literally a split second. And this is exactly what attracts the attention of both advertisers and publishers.

What benefits does a website or app owner get from working with Ad Exchange?

If you decide to launch third-party advertising on your website or app through the Ad Exchange service, you will be able to see the following advantages of this solution:

• Getting the maximum possible income. This is mainly ensured by the fact that the platform provides you with access to a huge number of advertisers and DSPs. It itself creates demand for your platform. As a result, the more advertisers compete with each other for the right to place ads on your site, the higher the rates will be. And this in turn has a direct impact on increasing revenue from monetization.
• Simple, flexible and effective management of advertising capabilities of your own platform. You yourself indicate the conditions under which you want to sell space for ads, set maximum prices, choose topics that are interesting to you. This eliminates the appearance of such advertising options on your site that you do not want to see. That is, only what will be interesting to you, including from a financial point of view, is launched.
• Advertisements will be targeted. We have already mentioned this above. Here, information will be collected using cookies and then transferred to the DSP. It is on this basis that targeting will be configured. That is, ads will be shown exclusively to an interested audience, which in itself has a positive effect on revenue growth.
• The presence of built-in tools for protection against unwanted content. The advertising exchange is not ready to risk its own reputation, so it works exclusively with reputable advertisers, tested by time. This means that you will be protected from displaying unwanted content on your site. Moreover, Ad Exchange has built-in filters that allow you to track ads and block them if they do not meet the previously stated requirements.
• The ability to use a variety of advertising formats and campaigns. Ad Exchange will allow you to choose the advertising formats that you think will bring in the maximum income, but at the same time will not cause discontent or irritation on the part of your visitors. Today, advertising services store a huge number of creatives, among which there may be classic text ads, video advertising, audio, banners.

Also, the advantages include the fact that the entire process of launching advertising on the site will occur automatically. All that is required of you is this is to initially connect to the site and set all the conditions that will be acceptable to you in the process of cooperation with advertisers.

Differences between Ad Exchange, Ad Network and SSP

Modern users who would like to provide their site for advertising are often confused by such terms as Ad Exchange, Ad Network and SSP. As a result, difficulties arise that can prevent you from organizing the most effective and stable work with advertising platforms. So, let's get acquainted with these concepts, which will help you avoid confusion in the future:

1. Ad Network. This is directly an advertising network that will collect offers from various sites, applications and sell advertising space to advertisers. That is, it is a kind of intermediary between you, as the owner of the resource, and those who would like to publish their ads on it. Most of the ready-made advertising spaces are offered here at a fixed price. Today, there are quite a lot of such networks. The most popular of them are Yandex, Amazon, Google Display Network, Yahoo.
2. Ad Exchange. This is an electronic exchange where bidding for publishers' advertising offers will be carried out in real time. Two parties will participate in this auction, that is, you, as the owner of the site and the advertiser. Interaction is carried out through SSP and DSP platforms, respectively, from the publisher and advertiser. That is, the auctions themselves are held on this platform. Of the most popular Ad Exchange today, I would like to highlight DoubleClick from Google, Right Media from Yahoo, AdECN, a Microsoft development, as well as OpenX and AdFox. But the choice is not limited to this. There are many more of these sites.
3. SSP platform. It will represent your interests as a publisher, providing competent assistance and flexible management of your advertising spaces. This platform automatically integrates with both Ad Exchange and Ad Network, providing all the necessary information about your advertising offers required to participate in the auction.

We would like to draw your attention to the Adlook platform. This is one of the few solutions that will work on the publisher's side, while being both an advertising network and an SSP. That is, all 3 functions are combined here. But it is difficult to say whether this option will be convenient in practice and faster to work with than other solutions that we mentioned above.

Now a few words about how website monetization through advertising works in principle, as well as how much you can earn on this. We would like to draw your attention to the fact that the following information will be given using the Google Ad Exchange electronic exchange as an example.

How does website monetization through advertising work and how much can you earn on this?

Before launching the entire process, it is important to understand what exactly awaits you and how much you can earn on this. So, if we are talking directly about Google Ad Exchange, then the monetization mechanism will look like this:

• You, as the owner of a site or application, put your advertising space up for sale.
• An advertiser who is interested in your site places a bid on its advertising space in real time. The bid that is higher ultimately wins and the corresponding ad is displayed on the resource when a visitor enters it.
• Each ad that was shown on your site brings profit. Part of the commission is received by the platform, but the rest is credited to the publisher.

If we analyze these features, we can conclude that the owners of those sites whose indicators consistently remain at a high level will receive particular benefit from using Google Ad Exchange in practice. These include sites containing relevant, interesting and expert content that can interest a wide segment of the consumer market. Compared to classic advertising networks, such as Google AdSense, the income level using Ad Exchange will be higher. Therefore, if you believe that your site meets these criteria, you can safely monetize its traffic through this service.

The level of earnings will directly depend on the traffic on your site, as well as how effectively you managed to implement your optimization strategy. The geography of traffic and the quality of content on the site also have a significant impact on the income level. So, as an option, if about 300,000 users visit your site per month, then you can easily earn $1,500-$4,000, if the number of visitors reaches 500,000, then the income level can be from $2,000 to $6,000. Accordingly, 5 million monthly traffic to the site can bring $20,000-$60,000 per month.

We repeat that all this is practically without any additional work on your part. That is, monetization can be very, very profitable. All that remains is to launch all this into operation, and how to do it correctly - read on.

Creating a Google Ad Exchange account

You can create your own account on the Google Ad Exchange service only by invitation from the site. In order to implement this idea, you need to:

1. Check the requirements and understand that you are ready for them.
2. Set up an account in Google AdSense.
3. Receive an invitation through Google Ad Manager.

We will now consider each of these points in more detail, which will allow you to implement these works and receive the corresponding invitation from Google Ad Exchange as quickly and without errors as possible.

Checking the site requirements

The first thing you should do before applying for a personal account on the Google Ad Exchange service is to make sure that your site fully complies with the requirements for publishers. In particular, we are talking about the following aspects:

• The presence of meaningful, interesting and original content. It is important that it complies with the internal policies of Google Corporation. You will not interest the platform with low-quality materials, that is, you will be denied cooperation.
• The presence of stable and sufficiently high traffic to the site. In most cases, only those resources that attract at least half a million users per month can count on interaction with Google Ad Exchange. In some cases, sites with traffic of 250-300 thousand can also be considered. This in itself will be a guarantee of getting a good profit. There is a simple relationship here: the more advertisers your site attracts, the more income not only you, but also the site receives.
• Compliance of the site with GDPR and CCPA regulations. In particular, GDPR is the European General Data Protection Regulation, which has been in force in the European Union since May 2018. CCPA is the American equivalent of this regulation, which is called the Data Privacy Act. Study these regulations and make sure your site complies with them.

Setting up an account in Google AdSense

Google AdSense is a service that in this case we will use as a starting point for publishers. With its help, you can earn money on advertising on the site. And having your own account here very often acts as the main condition for receiving an invitation from Google Ad Exchange. We do not recommend throwing Google AdSense out of consideration when starting to monetize your traffic, since here you can also get additional income. Why not, because you still have to create an account here. This is done in the following sequence:

• Go to the Google AdSense website and register on it. This will create your account.
• Add ad units here. After the site approves them, you can add them to your resource. From this moment on, you will be able to make a profit.
• Regularly monitor all the changes that the sites impose on publishers, namely, on their sites. It is also important to ensure that the publications on your pages comply with Google's content policy. Accordingly, in this way, your resource will constantly comply with the basic requirements of Google Ad Exchange.

Getting an invitation through the Google Ad Manager service

Another account that you will need to create in order to receive an invitation from Google Ad Exchange is a connection to Google Ad Manager. If you do not have an account here yet, then you need to do the following:

• Create an account in Google Ad Manager. This is done by submitting a corresponding application for participation. Once it is approved here, you register and set up ad units and campaigns here.
• In order to increase your advertising revenue and attract the attention of Google as a whole, you need to optimize your site, that is, adjust it to current requirements.
• Wait until you receive an invitation to join Google Ad Exchange. In most cases, this takes from several days to several weeks. During this time, your resource is checked for compliance with all requirements.

That's all. You can safely connect and set your requirements for advertising on your site or application.

Features of working with a certified Google Ad Exchange partner or reseller

If, when implementing the work we discussed above, you saw that your traffic does not yet meet the basic criteria, that is, you cannot get your personal account on Google Ad Exchange, then there is a way to organize cooperation with certified partners of the Google corporation or with resellers. In this case, your new partners will provide you with access to their Google Ad Exchange accounts through such an option as Multiple Customer Management, developed by Google. As a result, the main account will manage advertising for all smaller accounts. Something similar to “parent” and “child” representative offices are formed. In order to implement this idea, you will need to:

1. Find a partner or sales representative for yourself.
2. Evaluate what services new partners or sales representatives offer you.
3. Sign a cooperation agreement.

Let's consider the implementation of all these works in more detail.

Find a partner or sales representative

The first thing to start with at this stage is to search for certified Google partners or resellers. Here, you should rely exclusively on reputable companies with extensive experience and a well-deserved reputation in the market. It is also important that they have been working with the Google Ad Exchange platform for a long time and are ready to connect you to them as a subsidiary representative.

We would like to draw your attention to the fact that intermediaries on this platform are not officially registered. This means that each of them will promote themselves independently. The only existing structured search today will be available to you on the Google Certified Publishing Partners page. But in principle, you can also find many good offers outside of it, that is, enter, so to speak, the open market.

We evaluate what services new partners or sales representatives offer you

Let's assume that after implementing the previous stage, you have several partners or sales representatives in mind. Now you need to choose one of them with whom you will subsequently launch cooperation. In order not to make a mistake at this stage, we recommend paying attention to the following points:

• The range of services provided. You must understand what exactly the reseller or partner offers you. It is optimal to choose those who are ready to provide a full range of services, including directly setting up advertising, generating reports, optimizing all processes.
• Pricing policy. Here it is important to evaluate not only the size of the commission, but also the entire mechanism of how the fee will be charged for the services provided. In some cases, this may be just a percentage of the income received, but often a fixed fee or a model based on the results achieved is also offered.
• Feedback from previous partners, clients. This is what will allow you to be sure of the reliability of future partners. Study the information that other people left about this company, pay attention to their level of satisfaction and trust in the intermediary.

Based on the information received, you will be able to choose a new partner or sales representative for yourself.

Signing a cooperation agreement

Your subsequent interaction with resellers or partners must be carried out on the basis of signed documents. In particular, we are talking about a cooperation agreement. After signing these documents, your partner will send you an invitation, with which you can connect to their personal account in Google Ad Exchange as a "subsidiary" organization in accordance with their settings in Multiple Customer Management.

Most resellers take on almost all administrative tasks related to managing advertising campaigns, and they also monitor the compliance of sites with current requirements. Thanks to this, monetizing your site through Google Ad Exchange is significantly simplified. But remember that you will have to pay a certain commission to intermediaries for this. And this is a reason to think again about which option of cooperation with Google Ad Exchange to choose: independent management or joint work with partners. Weigh all the advantages and disadvantages of both options and make the right choice.

Advantages and disadvantages of working with Google Ad Exchange through your own account

If you decide to work with Google Ad Exchange independently, you can count on the following advantages:

• You get full control over all advertising campaigns. This means that you set requirements for advertisers, you can change them at any time, set conditions for rejecting applications, raise or lower prices. That is, all management will depend on your decisions.
• Formation of direct relations with Google. This means that you will not have any intermediaries. The work will be carried out directly, respectively, without additional commissions.
• The ability to perform individual settings of advertising campaigns, including targeting parameters, which will allow you to significantly increase your profit from monetizing traffic to the site.

Among the disadvantages of this solution, first of all, the presence of administrative overhead costs is highlighted. We are talking about the fact that to effectively manage your own account, you will need the appropriate experience, and along with this, the time to gain it. Or, as an option, you will have to hire third-party specialists to work with Google Ad Exchange, paying them a salary. Also, in this case, you take full responsibility for the compliance of your site with Google standards and policies. Will these disadvantages be fundamental for you?

Advantages and disadvantages of working with Google Ad Exchange through an intermediary

Now we will highlight the advantages and disadvantages of working with Google Ad Exchange through a reseller or partner. So, the strong points of this solution include:

• Reduced overhead costs. We have already mentioned that the partner will take on all issues related to the administration of your tasks, thereby minimizing the burden on you.
• High expertise. If you choose a reliable partner, you can be sure of their good experience in managing Google Ad Exchange accounts. This means that they will help you optimize your own campaigns, scaling the profit from them.
• Availability of all the necessary resources and comprehensive support. In most cases, when working with resellers, you automatically get access to the widest possible account management options in Google Ad Exchange.

Among the disadvantages here, first of all, it is worth highlighting the fact that you will have to share your income with the partner. What conditions you agree on is an individual matter, but in any case, you will have to give up part of your own profit. You will also not be able to fully control the advertising campaigns, as they will be managed by an intermediary. In addition, the success of monetization will directly depend on how effective and stable the parent site is.

Once again, we suggest weighing all the pros and cons to choose the most suitable option for interacting with Google Ad Exchange: independently or through a partner.

Let's sum it up

If we analyze everything we talked about in today's review, we can say that Google Ad Exchange is a premium marketplace that will become a reliable platform for interaction between website owners and high-ranking advertisers, and will help them organize instant trading in real time. In practice, this solution should be used by owners of those resources that attract large volumes of traffic and meet the strict standards of Google Corporation.

We told you how you can create your own accounts on this platform and start monetizing your traffic, introduced you to the possibility of working through intermediaries, and gave the advantages and disadvantages of each of these options. We hope that the information provided will be useful to you in practice and will help you launch the work with Google Ad Exchange that will be optimal in your case.

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