Which ad-serving option
best serves you?
Side-by-side comparisons of industry-
leading technologies to help you
choose the best solution.
Finding opinions is easy.
Finding opinions you can trust…
How do you determine what opinion to trust? There are literally millions of
them online, but sifting through the internet’s many sales pitches, pundits and
less-than-informed denizens to uncover valid, unbiased perspectives can quickly
lead to web-rage.
Or so we’ve heard at some point, from virtually every one of our clients.
So we’ve elected to do something about it. Digital Intelligence is the result – a
magazine that applies a scientific approach to making practical, intelligent
digital marketing decisions. Each issue will focus on one question. It will include
compiled and distilled insight from multiple, trusted sources - thought-leaders,
partner-companies, research firms, clients and yes, our own consultants. And
it will present these findings in an organized manner to help you find the right
I hope you find this issue helpful. Welcome to Digital Intelligence.
SVP Publisher Solutions
Information resources for this issue:
• Jupiter Research • Google • iMedia • Online Publishers Association • Interactive Advertising Bureau
• ClickZ • DoubleClick • Media Post • Adotas • Biz Report • Silicon Alley Insider• Advertising Age
We address one of the most important questions facing
In THIs IssUe…
publishers today - What’s the the right ad-serving solution for
me? Making the correct choice will have a significant impact
on ad-revenue generation. Making the wrong choice will not
only impact revenue, but workﬂows, employee satisfaction and
advertiser relationships as well.
You’ll notice that we’ve focused on Google/DoubleClick products.
This isn’t to say they are the only options available – we simply
feel they cover the entire spectrum of publisher needs.
AdSense GAM DFP
Finally, most publications focused on ad-serving would also
include content about best-practices on using advertising
exchanges to sell ad inventory. This one doesn’t. We think it’s a
big enough subject to warrant an issue on its own, as are mobile
content and emerging platforms.
Want to hear about one of these (or another subject) urgently?
Send us an email at firstname.lastname@example.org and let us know.
steps to your
1 LEARN about the diﬀerent technologies.
2 DISCOVER services to optimize the technologies.
3 CHOOSE your solution and service package
with the the ROI calculator.
The cost of owning technology?
Staﬃng – 60%
Buying the software only accounts for 7%
step 1 learn
- Google AdSense
AdSense is Google’s network ad serving solution. It provides a fast
and easy way for you to drive revenue by automatically displaying
relevant ads sold by Google on your website. This solution is
particularly suited to small publishers who may not have the
resources to develop and manage an advertising sales program.
“A ‘free’ technology that’s IDEAL for publishers wanting
to generate site revenue with no sales hassle.”
No expertize is required. While marketed as ‘free’, AdSense will
typically require service and support to
Can be an effective revenue generator optimize it for your site.
if your site has relevant content and
significant traﬃc volume. Revenue is dependent on traﬃc – you only
earn as you generate clicks, and it takes a lot
Targeting is automatic. to earn a little.
No third parties are involved. You have no control over which ads are
shown. Ads may not complement your
Can be implemented immediately. website design, and may look unprofessional.
The interface for managing ads and ad AdSense users cannot fully format the ads
formats is easy to use. according to their specific requirements.
Includes statistics that are simple and Google can stop AdSense revenue when it
understandable. deems appropriate.
The technology is free (though support You can’t control (and don’t know) the
and service is not included). revenue paid-per-click.
step 1 learn
Medium requirements - GAM
GAM is Google’s ‘free’ hosted ad-serving and
management technology, typically aimed at publishers
with smaller, direct sales teams. This tool allows you
to sell and manage both reserved and discretionary
inventory, either directly to advertisers, or through ad
networks including Google AdSense.
A ‘free’ technology with optional optimization
services, this inventory management solution
is PERFECT for publishers wanting to sell and
serve their own ads in a simple manner.”
The technology is free – no sign-up, The technology does not include product support or
ad-serving or support costs. optimization services – those have an associated cost.
Offers an uncomplicated inventory structure. The simple inventory structure may limit your ability
to target to particular pages on your site.
Easy to set-up and use immediately.
Creative support (particularly for rich media and
Includes an inventory forecast-offering video) is limited.
Has an intuitive ad-tag generation process, Reporting options offered are basic and standardized
with less room for user error. –you can’t customize based on specific metrics.
Optional AdSense integration to fill unsold GAM offers only country, state and city geo-targeting
inventory. – you can’t target based on postal code or area.
Multiple levels of user frequency capping. There are limited opportunities to integrate GAM
with your CRM, reporting and billing systems.
Familiar Google system interface, robust and
Pushing high-revenue-potential ads is a time
fast delivery including quick search functionality,
intuitive workflow and browser session support. consuming, manual task.
step 1 learn
Large requirements - DFP
DFP is DoubleClick’s hosted ad-serving and
management solution. Think of it as ‘GAM on steroids’,
plus professional support and consulting services. It is
typically aimed at publishers with highly sophisticated
ad-serving needs DFP is widely recognized as one of
the most advanced options available.
FEATURE-RICH technology plus
extensive professional services
perfect for publishers with
sophisticated ad-serving needs.
Offers advanced targeting to help increase the value of The technology and services are
inventory, including flexible key-value targeting. combined in one fee, and the cost may
be hard to justify for smaller publishers.
Offers the largest database of mapped IP addresses
available, in conjunction with Digital Envoy. Features and functionality require
The price includes product and many support services.
Currently DFP can only be used on PC
Handles advanced rich media, including video and mobile. systems using Windows Explorer.
Integrateswith DART Sales Manager, Mobile and other
DART product, as well as DoubleClick’s proposal and
finance management solution.
Offers an extensive, reliable ad-serving infrastructure, with
data centers around the world.
step 1 learn
– Side-by-side Comparison
How do they compare and which one oﬀers the features you need?
Find out in this feature comparison chart, and make an informed decision.
GOOGle aD DarT FOr
FeaTUres GOOGle aDsense
ManaGer (GaM) PUBlIsHers (DFP)
accessibility Can be accessed online via any Can be accessed online ActiveX Architecture
operating system or browser via any operating system or
browser Can be accessed online
via Windows XP using
Internet Explorer 6+
Workﬂow AdSense code implemented Simplified, intuitive Structured and more
directly within source traﬃcking and reporting complex traﬃcking and
workflow reporting workflow
Offers swift campaign Allows a higher degree
setup and tag generation of control over all stages
procedures of campaign and creative
support Self-service help center Self-service help center Full-service help center
User-to-user groups User-to-user groups Knowledge base access
Email support from the Direct support from the
Google product specialist DoubleClick product
team specialist team
Creative support Google text, image and video Basic creative upload Advanced creative upload
unit ads procedure, eliminating the procedure
most frequent traﬃcking
issues Rich media templates for
creative upload assistance
DART Rich Media available
for cutting edge display
and tracking features
Targeting criteria Competitive ad filter Geography (country, region, Geography (country, region,
metro, city) metro, city, postal code)
Manual section targeting
Browser type Browser type
Operating system Operating system
User domain Custom key-value
Custom key-value Internet service provider
(ISP), online service
Browser language provider (OSP)
reporting Basic delivery and earnings Basic, standardized Advanced reporting
system integration None None Application protocol
interface (API) support
Typical volume Up to 200,000 impressions p/m Up to 2,000,000 Over 2,000,000
limit impressions p/m impressions p/m
audience Small publishers with no direct Small to medium sized Medium to large-sized
advertising programs publishers publishers
ease of setting up Immediate with no expertise Quick, self-service process Complex, structured
associated costs Free technology Free technology Paid
Technology makes it possible.
Services make it ﬁt.
Once you’ve selected a technology, how do you customize and use it to
maximize results? You should consider the following service and support
options to ensure your chosen technology is optimized for maximum results
Training services to build your knowledge: Arrange for
comprehensive, ongoing education to ensure employees are comfortable with
the technology, actively use it and are able to leverage its full potential.
Technical support services to limit the impact when
something goes wrong (included as part of DFP fee):
Issues and questions will appear with any technology, usually without any
warning. This can put incredible strain on your people and revenue. Having
professional technical support available on call (possibly a credit-based system
where you pay-per-issue) is the ideal way to mitigate this risk.
Outsourced ad-operations OR traﬃcking services to
reduce costs and resource constraints: Ad-serving and traﬃcking
aren’t typically part of the core business, and many publishers are choosing
to completely outsource these tasks to trustworthy third party providers so
internal resources can be focused on core competencies.
Every minute spent implementing a solution
translates into lost opportunity
From general information
to personal assessment.
By now, you’ve likely narrowed your choice down to one or two options – but
which one is the perfect fit for your business? Acceleration has compiled
additional, in-depth information and specialized tools to make your final
1. The Feature and ROI calculator
This calculator has been created specifically to help you determine the
financial implications of choosing any of the technology and service
options. Insert your numbers, see the result and make an informed decision.
www.acceleration.biz/AdServingSolutions/ – Download the Calculator now.
2. Technology – in-depth material
If you need additional information regarding any of the three options outlined
in this issue, you’ll find it here: www.acceleration.biz/AdServingSolutions/
3. Take the next step
Decide on the direction you need to go:
AdSense GAM self-serve GAM with DFP for DFP for
www.google.com/adsense www.google.com/admanager optimization mid-size large-
services enterprises enterprise
You’ve taken care of ad-serving.
What about everything else?
digital marketing consulting,
outsourcing and technology services