Google ADx Demand Sources: How to Choose (2024)

Choosing the right demand sources for Google Ad Exchange (ADx) is critical to optimizing your ad revenue and ensuring the best possible performance for your ad inventory. The demand sources you select can significantly impact your fill rates, eCPMs (effective cost per thousand impressions), and overall ad yield. In this article, we’ll explore the essential factors to consider when choosing Google ADx demand sources and provide strategies for evaluating and selecting the best partners for your needs.

Understanding Google ADx Demand Sources

What are Google ADx Demand Sources?

Google ADx demand sources refer to the various advertisers, ad networks, and demand-side platforms (DSPs) that bid on your ad inventory through the Google Ad Exchange. These sources compete in real-time auctions, and the highest bidders win the right to display their ads on your site or app.

Importance of Selecting the Right Demand Sources

Selecting the right demand sources is vital for maximizing ad revenue and ensuring high-quality ads are displayed on your inventory. The right mix of demand sources can lead to higher fill rates, better eCPMs, and a more consistent revenue stream.

Factors to Consider When Choosing Demand Sources

Ad Quality

Ad quality is crucial for maintaining a positive user experience and ensuring that ads are relevant and engaging. High-quality ads can lead to better user engagement and higher click-through rates (CTR).

How to Evaluate Ad Quality:

  1. Relevance: Ensure the ads are relevant to your audience and content.
  2. Creativity: Look for creative and visually appealing ads that enhance user experience.
  3. Compliance: Check that the ads comply with Google’s ad policies and your own standards.

Fill Rates

Fill rate refers to the percentage of ad requests that are successfully filled with ads. Higher fill rates indicate that more of your ad inventory is being utilized.

How to Improve Fill Rates:

  1. Diverse Demand Sources: Partner with a variety of demand sources to increase the likelihood of filling all ad requests.
  2. Ad Refresh: Implement ad refresh strategies to increase the number of impressions and fill rate.

eCPM and Revenue Potential

Effective cost per thousand impressions (eCPM) is a key metric for measuring the revenue potential of your ad inventory. Higher eCPMs indicate that you are earning more revenue per thousand impressions.

How to Maximize eCPM:

  1. Competitive Bidding: Partner with demand sources that engage in competitive bidding to drive up prices.
  2. Floor Prices: Set appropriate floor prices to ensure that your inventory is not undersold.

Transparency and Reporting

Transparency and detailed reporting from demand sources are essential for monitoring performance and making informed decisions.

What to Look for in Reporting:

  1. Detailed Metrics: Ensure demand sources provide detailed metrics such as impressions, clicks, revenue, and eCPMs.
  2. Real-Time Data: Access to real-time data helps in making timely adjustments and optimizations.

Support and Integration

Good support and seamless integration with your existing ad tech stack are important factors to consider when choosing demand sources.

Key Considerations for Support and Integration:

  1. Technical Support: Ensure demand sources offer robust technical support to address any issues promptly.
  2. Integration Compatibility: Check that the demand sources can be easily integrated with your current ad server or platform.

Strategies for Evaluating and Selecting Demand Sources

Conducting a Demand Source Audit

Conducting a thorough audit of potential demand sources can help you identify the best partners for your needs.

Steps for a Demand Source Audit:

  1. Research and Shortlist: Research potential demand sources and create a shortlist based on their reputation, performance, and offerings.
  2. Request Proposals: Request detailed proposals from shortlisted demand sources, including their metrics, ad quality, and support.
  3. Test and Evaluate: Run test campaigns with each demand source to evaluate their performance and compatibility.

Using Header Bidding

Header bidding is a technique that allows multiple demand sources to bid on your inventory simultaneously, increasing competition and potentially driving higher eCPMs.

Benefits of Header Bidding:

  1. Increased Competition: More demand sources competing for your inventory can lead to higher bids and revenue.
  2. Improved Fill Rates: Header bidding can improve fill rates by allowing multiple demand sources to bid on each ad impression.

Leveraging Google ADx API

Using the Google ADx API can help you manage your demand sources more effectively and gain deeper insights into their performance.

Collaborating with MCM Partners

Collaborate with Multiple Customer Management (MCM) partners to gain access to premium demand sources and receive expert guidance on managing your inventory. For ADx approval and assistance, contact H&T GAMING.


What are Google ADx demand sources?

Google ADx demand sources are advertisers, ad networks, and DSPs that bid on your ad inventory through the Google Ad Exchange platform.

Why is ad quality important when choosing demand sources?

Ad quality is important because high-quality ads improve user experience, increase engagement, and lead to higher click-through rates, ultimately boosting revenue.

How can I improve fill rates for my ad inventory?

Improve fill rates by partnering with diverse demand sources, implementing ad refresh strategies, and optimizing ad placements.

What is header bidding and how does it benefit publishers?

Header bidding is a technique that allows multiple demand sources to bid on your inventory simultaneously, increasing competition, improving fill rates, and potentially driving higher eCPMs.

How can I use the Google ADx API to manage demand sources?

Use the Google ADx API to access detailed reporting and performance metrics, enabling you to make informed decisions and optimizations for your demand sources.


Choosing the right Google ADx demand sources is essential for maximizing ad revenue and optimizing the performance of your ad inventory. By evaluating ad quality, fill rates, eCPM, transparency, support, and integration, you can select the best demand partners for your needs. Implementing strategies such as header bidding and leveraging the Google ADx API can further enhance your inventory management. For expert assistance and ADx approval, contact H&T GAMING.

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