Why Sovrn and AdSense Make a Killer Combination

sovrnmarketing // February 5, 2016

Google AdSense Alternatives
Looking for an alternative to Google AdSense?

Google Adsense is a lucrative tool for publishers who want to monetize their website with display advertising. But the most powerful way to use Google Adsense is to use it along with other ad partners in what’s called an “ad stack” or a waterfall.

We also work with many publishers who are using other ad partners for display but not using Google Adsense – another big missed opportunity. To understand why, let’s dig into why Google Adsense is different than other ad partners like Sovrn and what is the best way to use Google Adsense to make more money.

Adsense works best with partners

In short, it’s easy and beneficial to use both Sovrn and AdSense. We’re not only one of the best Google AdSense alternatives, but partners. Publishers who use both Sovrn and Google Adsense for advertising on their website make an average of 50% more total revenue than they would with just Adsense alone.

The simplest way to use both Sovrn and AdSense is to have Sovrn first in your ad stack passing back to AdSense. Because we are able to target higher CPMs, while AdSense fills 100% of all ad requests at a lower rate, using both networks can significantly increase your revenue.< br>
Sovrn and Google AdSense are both great ad exchanges, but we have five major differences.

Sovrn and AdSense have different demand- it’s what makes us one of strongest Google AdSense alternatives.
Sovrn has Demand teams in San Francisco and New York that are always encouraging increased spend with brands and demand partners. Because of our strong relationships with demand sources, we are able to offer some of the most competitive CPMs in programmatic advertising. Overall, Sovrn CPMs are consistently much higher than Google AdSense CPMs.

2. Sovrn uses CPMs, while AdSense uses RPMs

RPM and CPM both measure revenue off of every thousand times an ad is served. But RPM measures the revenue for all zones on a page on a cost-per-click and cost-per-thousand-impressions basis, while CPM only measures the cost-per-impression for a single zone.

One thing to note is that because RPMs aggregate all of the ad zones on the page, it nearly always seems higher than CPMs. This is because CPM only measures individual ad zones.

To learn more about the difference between RPM and CPM and to see a full comparison of RPM vs. CPM calculations, see this blog post.

3. Text vs. Image-Based Creatives

Another difference between Sovrn and AdSense is that Sovrn exclusively serves image-based ads, while AdSense serves both text and image-based ads.

4. Account Management

At Sovrn we offer personalized account management for publishers. Our team of dedicated account managers works closely with our publishers over the phone and by email. While AdSense can be difficult to get in touch with, our Publisher Advocates always available for a phone call.

5. High CPMs vs. Maximum Fill

And finally, Sovrn offers premium campaigns with high CPMs while AdSense is a maximum fill solution. Many of our publishers use Sovrn first in their ad stack (or waterfall) to cash in on high CPMs and the pass any unfilled impressions back to AdSense. This boosts the overall yield of the zone but maximizing CPMs and boosting fill. Keep in mind that AdSense doesn’t allow passbacks, which makes it impossible to pass back from AdSense to Sovrn or any other ad exchange or network.

Check out this blog post to learn more about organizing your ad stack.

In conclusion, we love working with publishers who are using AdSense. If you have any more questions on how Sovrn and AdSense make a killer combination, and why we’re one of the best Google AdSense partners, contact us.

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