Clash of the Giants: DoubleClick vs. AppNexus
The state of rivalry between DoubleClick and AppNexus and which platform yields more revenue for publishers.
As giant as DoubleClick and AppNexus may be, both successfully providing internet ad services for agencies and marketers, the same old questions always arise. How good is their reach, are they connected to the same traffic sources and, more importantly, which one yields the better revenue.
These platforms are considered to be two of the biggest players in the digital advertising market. Specifically, they support advertisers in their search for the most payable and effective display ad inventory, as well as helping publishers drive their yields. Both platforms offer an array of possibilities and services standardly available at DSPs and SSPs. Demand-side platform (DSP), a technological puzzle that goes along with a much larger RTB (real-time bidding) ecosystem, enables advertisers to purchase display ad inventory via RTB exchanges. Whereas the supply-side platform (SSP) allows web publishers to find the best demand for their advertising space inventory, fill it with ads, and receive yield effectively. Both AppNexus and DoubleClick combine all these features into a one-stop-shop platform.
AppNexus is an internet technology company that harnesses data and machine learning to power the world’s open digital audience platforms. Companies come to DoubleClick for expertise in ad serving, media, video, search, and affiliate marketing to help them make the most of the digital medium. Basically, DoubleClick helps web publishers collect the most booming deals out of the digital medium.
SO WHERE IS THE UNDERLYING DIFFERENCE AND WHICH ONE IS THE PRIME TOOL FOR PUBLISHERS?
Both AppNexus and DoubleClick offer core products that lets their publishers attract, delight, and monetize their audiences, aligning them accordingly with their interests.
So how does DoubleClick differ from AppNexus? Firstly, DoubleClick provides their users with a much larger coverage and exclusive access to YouTube. With that being said, since AppNexus offers less coverage, not all inventory can be purchased. It also goes without saying that DoubleClick opens up a wider range of possibilities, as it offers more sites than AppNexus does. According to SimilarTech, when it comes to usage coverage, DoubleClick has significantly more outstanding coverage in various web categories (including People & Society, Business & Industry, and 244 other categories).
HEADER BIDDING = ADVANCE BIDDING = PRE-BIDDING
Yet, it must be pointed out that AppNexus does put header bidding on the table, something that DoubleClick doesn’t participate in, though it gets verified nonetheless. But DoubleClick does have its dynamic exchange bidding allocation. It’s a nice feature, but it’s not enough to fully replace the header bidding technology itself. And it’s already been the topic of a few controversies.
Header bidding, also known as advance bidding or pre-bidding, is a programmatic technology that enables publishers to place their inventory on the market to multiply ad exchanges at the same time, prior to making calls to ad servers. This technique ensures an increased yield within a shorter span of time, and its popularity is growing. In short, AppNexus does the entire job for its users with header bidding. It aims at a significantly more transparent and improved tech integration that engages publishers, revenue partners, and ad tech companies.
ALL THAT GLITTERS IS NOT GOLD
Even if it goes smoothly with header bidding at AppNexus, access to detailed data has been somewhat restricted to a paid service. What they do allow though is the possibility to add other providers through cloud. DoubleClick, on the other hand, does offer access to free data, yet the process of adding providers can be somewhat impeded at times. The free access to DoubleClick is a definite plus — but while the platform is free to use, AppNexus offers both free and paid options, depending on the client’s expectations and needs.
Have a look at the graphic representation of the above clash of the giants. Click YIELDBIRD (and fill in the form below) to download the graphic clash of the giants and learn more about the current differences between these two platforms.
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