This is a tricky question!

Unless you have a specific objection to working with Google, you should work with Google. Signup for AdSense if you’re small. Then get DFP. Then get AdExchange if you’re big enough. In either case, make sure you’ve got dynamic allocation enabled. Here’s what I love about Google:

  • Massive reach
  • Strict quality controls
  • Great reporting
  • Self-service ad blocking
  • Integration with Analytics
  • Fewest WTFs

Okay, so Google, duh.

Should you work with an AdExchange Reseller?

Not everybody is eligible to get their own AdExchange account. As a result, there are companies that will let you ride along on their account and they take out a service fee. You need to ask yourself the same questions you would ask when evaluating an ad network.

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