How to choose the right ad tools for your site

Welcome to the #SuccessStack, a new series of articles designed to help you:
  • Access Google’s large network of advertisers 
  • Grow your publishing business 
  • Earn more from the ads on your site
This first article can help you choose the right tools to sell and manage the ads on your site.

AdSense: Get started with easy access to Google’s network of advertisers
Who it’s for:
Publishers looking for a smart and easy-to-use tool to optimize their ad space and revenue.

What it does: AdSense makes it easy for you to place, manage and earn revenue from ads on your site. With AdSense, Google is your advertising sales team, bringing you ads from millions of advertisers using AdWords and other Google advertising programs.

AdSense includes simple and easy controls to help you get started with earning money from ads, but it also does a lot of work behind the scenes to help you make more money. It’s a bit like an automatic car -- it removes some of the manual adjustment, allowing you to cruise along with less effort. You still need regular “tune ups” to get optimal performance, but you won’t need to shift gears all the time.

DoubleClick Ad Exchange: Control who gets programmatic access to the ads on your site with advanced features
Who it’s for: Publishers who require a more granular control over their inventory and who have the resources and expertise to manage ongoing optimizations. This product is suited to publishers with yield management expertise and those who have need for advanced features like Programmatic Direct.

What it does: DoubleClick Ad Exchange gives you real-time access to the largest pool of advertisers. This means that in addition to AdWords advertisers, you can also access major ad networks and agencies.

A major difference between DoubleClick Ad Exchange and AdSense is that AdSense does a lot of the technical settings and optimization work for you, such as automating the sale of all your ad space to the highest bidder. With DoubleClick Ad Exchange, you can control these adjustments yourself and control exactly how your inventory is sold. As an example, DoubleClick Ad Exchange allows you to choose which ad space is for public sale and which is reserved for private auctions. This increased amount of user input is necessary for you to get the best results from DoubleClick Ad Exchange. Another important distinction is that the AdSense demand is majority AdWords advertisers, whereas DoubleClick Ad Exchange pulls demand from multiple sources. You can see the full list of differences at our help center.

DoubleClick For Publishers: Scale your advertising business
Who it’s for: Publishers who are looking for a tool that has AdSense or Ad Exchange built in, along with lots of useful features to help them, schedule, deliver and measure their ad inventory regardless of how they sell it, to networks, programmatically or through their own direct sales teams.

What it does:
DoubleClick for Publishers is a single platform that allows you to manage and deliver all of your web, mobile, and video advertising across all your sales channels. It doesn’t come with it’s own ads, but rather helps you scale your ads business by managing your ad sales across a variety of ad networks such as AdSense, ad exchanges like DoubleClick and direct advertising partners. You can get started with the small business version right away for free, or talk to us about integrating with the premium, paid version that is built for large organizations with sophisticated ad sales teams.

Both versions have a simple interface, lots of great tools, built-in revenue optimization, and Google powered ad delivery to provide a simple, worry-free way to potentially increase the value of your ad impressions.

Ready to get started?
You can arrange a consultation with one of our experts who can help you to choose the right solution for your business, and setup AdSense, DoubleClick Ad Exchange or DoubleClick for Publishers.

Posted by Jay Castro, from the AdSense team.

Source: Inside AdSense