Google AdSense isn’t the beginning and end of the ad tech industry. In reality, for publishers who wish to make cash outside of Google, there are a plethora of options. You can make the most money by combining many networks. Here, we investigate and provide our top 5 picks for 2021-22.
- Unified Ad Marketplace – header bidding from Amazon and third-party partners via SSP.
- Server-to-Server bidding integrations
- Automated line item configurations
- Single header tag integration
- Centralized dashboard
- Faster page loads
- Unified demand
- Easy integration
- Managed service: you don’t have a lot of control
- Restricted to Amazon clients
- Syndication – you get paid to show Bing Ads on your website. Bing serves the ads tailored to your audience and content.
- Search ads – customer search on Bing and partner and get served custom ads according to search keywords.
- Cross-device search results – responsive search results and ads for PC, mobile, and tablet.
- Has three search engines – Bing, Yahoo, and AOL
- Bing network is growing, reaching searchers that aren’t reached with Google AdWords.
- You can import your Google Ads campaign
- Cannot target specific countries with the partner network
- Network placement sometimes is low quality
- Not available on Mac
- Feed – presents content in a scrolling news feed type.
- A/B testing
- Online content discovery
- Native advertising – advertiser-side. Matches and targets campaigns to specific publishers according to content.
- It’s easy to set up campaigns
- Provides many options for targeting
- Supports several audiences
- Not friendly interface
- Not performance whitelisting
- End-to-end platform
- Flexible Placements
- Sells remnant inventory
- Easy to use
- Simple setup
- Large distribution network
- Weak support
- Terms and conditions change rapidly.
- Most of the traffic comes from the top of the funnel.
- Predictive optimization – price settings to achieve specific yield goals.
- Data services – custom optimization models and simulations
- Analytics – real-time feed that lets you know who is buying your inventory.
- Selective about what advertisers they allow into their system.
- Integration with multiple platforms
- Not for small companies.
You can use more than one ad network as a publisher. Keep in mind, however, that not all networks are compatible with Google AdSense. Along with their own, Google has a list of ad networks you can use.