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Why Ad Exchange isn’t Winning Impressions as Expected?

Google AdX is undoubtedly the largest exchange, contributing to more than 50% of the revenue to the publishers. But sometimes, AdX coverage might get low. I.e., AdX isn’t winning often as expected. If that’s happening to your account, here’s how […]

Google AdX is undoubtedly the largest exchange, contributing to more than 50% of the revenue to the publishers. But sometimes, AdX coverage might get low. I.e., AdX isn’t winning often as expected. If that’s happening to your account, here’s how to deal with it. 

Google Ad Exchange Coverage is the metric that shows the percentage of ad requests that returned at least an ad from Ad Exchange. Mathematically, Coverage can be calculated as below:

Coverage = (Ad requests that returned ads/total ad requests)*100

In Google Ad Manager, you can see AdX Coverage rate by pulling out the Ad Exchange Historical report.

  • Go to the Ad Manager home page. 
  • Click Reporting > New report.
  • Enter a name for the report, and select Ad Exchange historical report. Then, select the dimension “Days” and metric “Coverage”.
  • Click Run.

Once you pull reports, you’ll be able to see the coverage rate. If you see the AdX coverage rate decreasing over time, then it’s time to troubleshoot. Here’s how.

  1. Dynamic allocation: In the case of dynamic allocation, low AdX Coverage might happen due to a higher-priority line item in the ad server. So, check the line item and review the goal and CPM. 
  2. Do you have a partner network in Ad Exchange? Sometimes, a new partner or domain added to your network may cause low Coverage in Google Ad Exchange. If you don’t classify the partner network as “Owned” or “Represented”, Google Ad Manager will not transact and consider them as “Uncategorized” or “Blocked” domains.
Automatad Team

At Automatad, we help publishers to monetize better without hampering the user experience. Our products are live across hundreds of publishers, earning them incremental ad revenue with every passing second. You can request a free audit to get an estimated revenue uplift today.

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