In the fast-paced world of online advertising, publishers constantly seek effective ways to monetize their content. Google Ad Exchange (AdX) is widely known as a powerhouse in the realm of programmatic advertising.
Integrated within Google Ad Manager, publishers have two distinct ways to access AdX that cater to their various needs and requirements through the Google Certified Publishing Partner (GCPP) program: Platform Partners and Monetization Partners.
At their core, Platform Partners offer publishers access to Google Ad Manager 360 (AM360) and its full suite of direct sales and programmatic ad-serving capabilities, including AdX.
An exclusive group, Google has only certified nine Platform Partners across the globe. As a leading North American Platform Partner, Outsourced Ad Ops (OAO; www.adops.com) enhances and expands this core offering with a wide range of additional services, support, and technologies. With 20 years of extensive technical expertise and access to the latest resources, training, and support from Google, OAO provides specialized assistance to publishers using Google’s ad technologies to maximize ad revenue:
- Ad server setup and integrations
- AdX and demand setup, management, and optimizations
- Campaign and inventory management
- Ad stack and operations development
Accessing AdX through AM360 with a Platform Partner is ideal for publishers that aim to take a holistic approach to direct sales, ad serving, and programmatic monetization, with guidance and support from a trusted Google partner like OAO.
With a narrower focus, Monetization Partners, around 70 partners globally, provide publishers with access to AdX and other advertiser demand through a connection to the Partner’s AM360 and AdX network. Publishers dedicate some or all of their inventory to be monetized exclusively by the partner in their network.
Leaning on its experience of its full-stack offering, OAO, which is also a Monetization Partner, is uniquely positioned to offer AdX and other monetization as a stand-alone service:
- AdX setup and management
- Revenue optimization
- Access to dozens of top-performing and unique demand partners, ad networks, and a broad range of advertisers and agencies
- Focus on relevant, high-quality demand
- Top-tier support from a services-first Partner
Working with a Monetization Partner is a great way for publishers to leverage AdX and other monetization paths while minimizing internal resource allocation.
Whether you’re interested in utilizing AdX as part of a full-stack solution or a more focused monetization effort, Google Partners can lead the way as a Platform Partner or Monetization Partner. If you’d like to learn more from OAO to help evaluate your best path forward, reach out here.
OAO is a U.S.-based, full-service ad operations agency and Google Certified Publishing Partner (GCPP), built by seasoned ad operations professionals and guided by our mission of being the premier ad operations services and solutions provider for digital publishers.
OAO prides itself on providing high-touch, white-glove ad operations services, solutions, and support ranging from standard campaign management and reporting to platform integrations, software solutions, migrations, monetization services, and much more. We can be counted on to act as your full-service ad ops team or serve as a complement to your in-house team, filling in any existing skill gaps.
When working with OAO, publishers can expect to have the support of an ad ops team that is composed of industry experts who continually stay apprised of current trends, emerging technologies, and best practices. We are constantly expanding on our offerings, evaluating new technology, and developing new skills to provide our clients with the highest possible level of service and support.
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