The expanse of advertisements has made its effects far fetching and more impactful. With that, advertising has also increased and so has the number of ad servers. Ad servers are web based tools that advertisers, networks and publishers make use of to assist ad management, ad trafficking and campaign management. It also provides detailed reports about the ads served on the website. Of many ad servers, a couple of them are- OpenX and DoubleClick for Publishers (DFP). These are the probable bests. DFP popularly called Google Dart, run by Google that is an advertisement software as a service application. Other than the features of ad server, it also manages the sales process of online ads through the publisher’s dedicated sales team. OpenX, on the other hand, is a programmatic advertising technology company. OpenX has created an integrated technology platform that has conglomerated ad server and real- time bidding exchange with with a standard supply side platform that ensures the real high time value for any trade. Both of these are competitive and this article is a comparative study of them- OpenX v DFP- evaluating both their pros and cons.
Openx vs DFP: Minimum Traffic Requirement
The minimum traffic requirement for OpenX is that of 10 million page views per month indicating that mostly only high volume pages can make use of this particular ad server. On the other hand, there is DFP Small Business that helps growing publishers sell, schedule, deliver, and measure all of their digital inventory, free of cost and it has no minimum traffic requirement. Though for that, a Google account and a prior AdSense account is necessary. Contrasting that, is DFP Premium that has the minimum traffic requirement of 90 million ad impressions per month.
OpenX has a variety of options of revenue model that one can select from. One of those is where the Publisher earns a specific percent of the revenue, and here, the percentage has to be specified too. Another one is where the Publisher earns a fixed CPM that is guaranteed. The third one is where the Publisher earns a fixed CPM with a 100% fill. However, if a revenue model is not chosen, the default model is publisher revenue spit of 100%. For DFP, there is a flat pricing for DFP Premium publishers which amounts to about $10,000 monthly and the the Publishers making use of DFP Small, it is free.
Openx vs DFP: Ad Quality
Openx’s Ad Quality depends majorly on other networks but it does have many filters to assure good quality ads like- ad quality filters and creative review. DFP, being run by Google has the kind of reach that is unavailable to other ad servers and its ad quality is majorly good. Also, it follows the guidelines of AdSense and similar restrictions are imposed to assure the good quality of ad.
Openx vs DFP: Ad Formats
DFP has a huge array of ad formats for the advertisers to choose from that includes- Banner Ads, Interstitial Ads and Native Ads. Other than that, it also has Video Ads that have gathered major effects. For OpenX though, there is a huge variety of ads to choose from which includes- Image Ads, Flash Ads, HTML Ads, Third Party HTML Ads that engage a huge audience, Linear Video Ads, Third Party Linear Video Ads, and Non Linear Video Ads that is supported with visual aids and sounds that creates an impact. Other than that, they also have Mobile HTML Ads, Mobile Image Ads and Native Ads.
Openx vs DFP: CPM Rates
While the CPM rates for OpenX ad exchange is quite good for US and tier one traffic, DFP is integrated with Google Ad Exchange which offers good CPM rates for global traffic.
Openx vs DFP: Payments and Earnings Report
OpenX has the minimum payout threshold of $100 and if the publisher has earned less that the given amount, the monthly earning is transferred to next month until the given amount is reached. The options provided to receive the payment includes Bank Wire and Automated Clearing House (ACH).
Openx vs DFP: Final Verdict
Both Openx and DFP are capable of complete yield optimization and have plethora of functionalities that offers publishers the opportunity to sell their inventory in real time at various levels starting from programmatic, sponsorship, to fallback. You can get started with the free version of DFP and later on move to Openx or DFP Premium based on your requirements. Hope this comparison on DFP vs Openx was helpful to you.