Before getting into the definition, we need to be clear that Google AdX health score isn’t widely used and there’s no official documentation from Google on it either.
Google AdX health score is meant to give a representation of how healthy your Ad Exchange account is. Whether you are a channel partner or a publisher, you can get the health score from Google. The best bet is to check with your account manager.
The score depends on several factors including but not limited to,
- Inventory quality,
- Increase in available inventory (ad impressions exposed to Google Ad Exchange),
- Fill rate and its growth,
- Consistency in eCPM growth,
- Policy violations history,
- Reach in Private Marketplace,
- Quality of publishers,
- Quality and volume of direct deals.
While we just listed the important sell-side metrics, Google may also consider the buy-side metrics. Your job is to optimize them and ensure you aren’t violating Google’s policies. To put it simply, the better you look in the eyes of Google, the higher your score will be.