Google AdX vs Google DFP

DoubleClick for Publishers (DFP) is the most popular ad server in the world and most publishers rely on its services. The Google-owned third-party ad server has more than proved its worth at website monetization and is widely favoured by publishers for its customizable and user-friendly features and functions. DFP serves a large range of ads in a fast, secure and highly efficient manner. More or less every publisher has heard about this ad server at least once.Google DoubleClick Ad Exchange, more commonly known as AdX, is Google’s own ad exchange and AdSense (Google’s ad network) actually exists within AdX. AdX is Google’s programmatic real-time bidding ecosystem that connects ad networks, agencies and third-party DSPs with a seemingly infinite amount of publisher inventory and allows publishers to sell their inventories directly.


Now, beginners can get a bit confused when it comes to ad servers, ad networks, ad exchanges and their numerous similarities and dissimilarities. We, at Blognife, understand that and are here to help you better understand these important concepts. In this article, we are going to discuss Google AdX and Google DFP and try to understand how these two platforms are related to the process of serving ads.

Google DoubleClick Ad Exchange (AdX)

Google is very protective of their ad exchange. So, only the publishers who work with a Certified Publishing Partner or have a dedicated Google account rep, who has offered AdX as an option, can get an AdX account. AdX allows for flexible reporting with the ability to create queries based on publisher-defined parameters or use a system query as a starting point. AdX provides enhanced blocking options. Publishers can block any technology vendor. In AdX, there’s also a dynamic allocation feature that allows AdSense to show ads when it can offer a higher CPM than other ad networks, ensuring the publisher gets the highest price for each ad impression. To know more about dynamic impression, click here. It’s not enough to just get an AdX account; publishers have to continually configure and optimize the dynamic AdX ecosystem.

Google DoubleClick for Publishers (DFP)

This Google-owned ad serving platform boasts some impressive features and has earned its spot at the top of every list. It is the most popular ad server and its biggest advantage is that it is easily consolidated with Google AdSense. If one is yet to know the ropes of website monetization, DFP is the go-to ad server owing to its user-friendly interface, and the courteous and definitive post-
purchase support staff. There are two different versions of the server. One is DFP Small Business, which caters to small businesses and small-time users and is completely free of charge till 90
million impressions. The other one is the DFP Premium which is for the large publishers
out there and is chargeable depending on the requirements. DFP has a very feature-rich interface that beginners may find a bit intimidating. But, there can be no doubt about the impeccably efficient services rendered by the ad server.

AdX vs DFP

The difference between DFP and AdX lies in how the process of ad serving works. Both the platforms are engaged in delivering ads to the publisher sites, but at different steps. When a user visits a website that runs multiple ads, an ad tag ( the HTML code a browser uses to fetch an advertisement from the ad server) loads and calls DFP. Now, after getting called, DFP registers a request and sends it to the advertisers through AdX to which the publisher site is connected through an SSP. The advertisers will now bid on the request, in real time, if they are interested in serving the ad. The highest-bidding advertiser will win the ad and the page on publisher website will load with the winning advertiser’s creative. This entire process takes place in the matter of a few milliseconds in real time. So, DFP sends the publisher’s bidding request to AdX. AdX matches the advertiser targeting with the publisher inventory. Then the bidding takes place and DFP delivers the winning advertiser’s creative on the publisher website. We hope this article has been comprehensive and will help you in your understanding of AdX and DFP.

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2 thoughts on “Google AdX vs Google DFP”

  1. if AdExchange line item has been created in DFP, does one need to add admob as a yield partner in Yield Group?

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