The adtech industry has seen a lot of networks, with many of them shutting down after a few years of operation. With a handful of networks still dominating this marketing, it becomes very difficult for new players to establish themselves. However, the rise of native advertising has led to the growth of a series of ad networks along with AdSense, the most prominent being Taboola. There are quite a few other networks which are riding the growth, and Adnow is one of them. In this post, we are doing a comparative study of AdSense and Adnow.
About: Adnow vs AdSense
AdSense is world’s no. 1 contextual network powering more than 4 million websites with an almost 100% fill rate for global traffic. While Adnow is one of the fastest growing native ad networks with over 150,000 publishers in a span of 2 years. This comparative study talks about the approval process, traffic minimum etc, to get through these two networks.
Approval: Adnow vs AdSense
While AdSense can be very stringent in the approval process, requiring you to have content that is strictly in compliance with their policies and content niche that would align with their advertiser requirements; the case with Adnow is not so. They accept websites with a minimum daily traffic and don’t impose lot of restrictions. The approval process of both these ad networks typically takes 1-2 days of time.
Traffic Requirements: Adnow vs AdSense
CPC Rates: About: Adnow vs AdSense
AdSense works like a charm for niche sites. You can get CPCs as high as $3. However, the case is not so for native ads. With adsense, there is smart pricing implementation at account level to determine the quality of the clicks, and thereby, websites which brings quality traffic are most likely to convert. AdSense CPC rates are high for finance and consultation niche. Native ads have an optimized CPC which varies between 1 cent to 10 cents depending upon the traffic sources, niche and conversions.
Page RPM: Adnow vs AdSense
Generally, native ad networks pay around 1/3 to 1/4 of AdSense if you’re running two of their widget ads. However, native ads perform quite well for social publishers who drive traffic from Facebook. In fact, for social publishers, AdSense is not very lucrative, and thus they rely on other sources for monetization. We have seen page RPM to be around $0.30 to $0.50 for native ads for general niche and international traffic.
Ad Types: Adnow vs AdSense
Currently, Adnow offers one ad type which is native ad widget containing a series of ad teasers. You can customize the look and feel of the widget, along with the number of elements you want to displayed. They are responsive and works well on Mobile and desktop. AdSense has a number of ad formats like text ads, image rich ads, matched content ads, video ads etc.
Ad Quality: Adnow vs AdSense
The reason that I am not running Adnow ads on my blog is because of the poor quality of their ads. Most and in fact all of their ads are product based and from health niche. There is hardly any variety in the creatives and the nature of the ads, and also it doesn’t add to user value.
Dashboard: Adnow vs AdSense
AdSense constantly works on improving its dashboard to ensure that publishers keep an eye on the crucial metrics. With an extremely detailed reporting, publishers are aware of what type of ads are working and across which screens, and more.
Payment Cycle: About: Adnow vs AdSense
Adnow makes biweekly payments once you reach the minimum threshold of $20. AdSense, on the other hand, makes NET 21 day payment once you reach a minimum of $100. Both the networks have a lot of options for sending payment.
While AdSense is a clear winner in terms of revenue, CPC rates and myriad other factors, we much acknowledge that Adnow is a sweet alternative for publishers who want to increase their overall ad revenue by putting native ads along their content. For a number of niches, Adnow performs well too. We look forward on both these ad networks and hope they keep improvising their products to make it more awesome.