AdSense vs DoubleClick – CPM Rates, Payments and Earning Reports

With the rise in digital marketing, newer channels are opening up for publishers to help monetize their websites.  AdSense is a program run by Google that allows publishers to serve advertisements targeted to site content and audience while DoubleClick is a subsidiary of Google which develops and provides Internet ad serving services It was formerly called Google Dart. It provides a variety of features for managing the sales process of online ads using a publisher’s dedicated sales team.

In this article, we will do a comparative study of AdSense vs DoubleClick and look into their various rates and reports. This will help you to figure out the best platform to monetize your website for the maximum revenue.

AdSense vs DoubleClick : Minimum Traffic Requirement

AdSense does not have any minimum traffic requirement. You only need to be frequently posting substantial content, related to the advertisements, on your website.

In order to use DoubleClick to generate revenue on your website, there is no minimum traffic requirement. You only need to have a prior approved AdSense account. It is a free service provided your website serves less than 90 million impressions per month. DoubleClick is a charged service after that threshold.

AdSense vs DoubleClick : Revenue Share Percentage

If you use AdSense to display content advertisements, the publishers will receive 68% of the revenue recognized by Google. If it is used for search, the publishers receive 51% of the revenue. The rest of the share goes to Google. The percentages are kept consistent irrespective of the geographic location of the publisher.

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DoubleClick does not take any share of the revenue from the publisher. It will take payment for its services only if your website serves more than 90 million impressions per month.

AdSense vs DoubleClick : Ad Quality

Google AdSense has a global reachability and the ad revenue gets monetized using high quality advertisements.

Since DoubleClick is an in-house network of Google, it also has a global reachability. This ad serving network is used by top brands and there the advertisements are all of high quality. Native advertisements also work on this server.

AdSense vs DoubleClick : Publisher List

AdSense is used by a large number of companies to display their advertisements globally. HubPages, Mashable and eBay are few of the big names using this network.

DoubleClick is the premium choice of top companies like Universal Pictures, Al Jazeera, Mercedes – Benz, and Turkish Airlines to name a few.

AdSense vs DoubleClick : CPM and RPM Rates

Google AdSense has a high CPM rate in the range of USD 1 to 3. The average RPM is about USD 5 to 10 for broad niches and around USD 100 for competitive niches with high CPC. 

DoubleClick has a higher CPM rate. In this, you can set a CPM price floor and only accept advertisers who exceed that floor. AdSense  advertisers can be used as backfill when no higher ad is available.

AdSense vs DoubleClick : Payments and Earnings Report

AdSense has a monthly payment cycle. The estimate earnings are accrued over the course of a month. At the beginning of the following month, the earnings are finalized and posted to the balance.

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If the DoubleClick ad server is used and other in-house advertisements are displayed, payment is directly received. However if the system falls back on the fall back ads, payment is received from AdSense.


As we have seen from this comparative discussion of AdSense vs DoubleClick, they are both good platforms to generate revenue for your website. If you get a considerably large amount of traffic then DoubleClick will help you to get even more revenue from bigger advertisers. However, websites with a considerably smaller amount of traffic are more suited for the AdSense network.

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