All comparisons
Google AdX (via GAM) vs Raptive (AdThrive)
Side by side on the same benchmark criteria.
Up to 4 at once.
| Criteria | Google AdX (via GAM) | Raptive (AdThrive) |
|---|---|---|
| Weighted Score | 4.0/5 | 3.9/5 |
| Pricing | Free 'Small Business' tier available for up to 90-200 million monthly impressions; Ad Manager 360 requires custom enterprise pricing. | 75/25 revenue share model (75% to publisher); requires 25,000+ monthly pageviews for entry (lowered from 100,000). |
| Platform Type | Supply-side platform | Managed monetization |
| Revenue yield & RPM uplift | 4.8/5 | 4.6/5 |
| Demand access & header bidding | 4.7/5 | 4.4/5 |
| Ad quality & brand safety controls | 4.6/5 | 4.5/5 |
| Publisher control & transparency | 4.5/5 | 2.2/5 |
| Payment terms & reliability | 4.8/5 | 3.8/5 |
| Page speed & Core Web Vitals impact | 3.6/5 | 3.5/5 |
| Reporting & reconciliation | 4.5/5 | 4.0/5 |
| Integration & ad-ops workload | 2.0/5 | 4.3/5 |
| Eligibility & onboarding | 3.0/5 | 2.5/5 |
| Consent & privacy readiness | 4.6/5 | 3.6/5 |
| Strengths | ✓ Access to premium advertiser demand typically offering significantly higher CPMs ✓ Publishers utilizing AdX's dynamic flooring, Google Open Bidding, and preferred deals can expect 20-50% revenue increases | ✓ Publisher payment guarantee independent of advertisers' non-payment ✓ Strong performance and high RPMs for lifestyle content |
| Limitations | ✗ Requires an existing Google Ad Manager account and technical expertise to manage complex header bidding configurations effectively ✗ Significantly more challenging and complex to manage and optimize | ✗ Best for lifestyle niches; may underperform in other verticals ✗ Geographic restrictions favour Tier 1 countries |
Google AdX (via GAM)
4.0
Rating
★ 4.0/5
Pricing
Free 'Small Business' tier available for up to 90-200 million monthly impressions; Ad Manager 360 requires custom enterprise pricing.
Platform
Supply-side platform
Scores
Revenue yield & RPM uplift
4.8
Demand access & header bidding
4.7
Ad quality & brand safety controls
4.6
Publisher control & transparency
4.5
Payment terms & reliability
4.8
Page speed & Core Web Vitals impact
3.6
Reporting & reconciliation
4.5
Integration & ad-ops workload
2.0
Eligibility & onboarding
3.0
Consent & privacy readiness
4.6
Strengths
✓ Access to premium advertiser demand typically offering significantly higher CPMs
✓ Publishers utilizing AdX's dynamic flooring, Google Open Bidding, and preferred deals can expect 20-50% revenue increases
Limitations
✗ Requires an existing Google Ad Manager account and technical expertise to manage complex header bidding configurations effectively
✗ Significantly more challenging and complex to manage and optimize
Raptive (AdThrive)
3.9
Rating
★ 3.9/5
Pricing
75/25 revenue share model (75% to publisher); requires 25,000+ monthly pageviews for entry (lowered from 100,000).
Platform
Managed monetization
Scores
Revenue yield & RPM uplift
4.6
Demand access & header bidding
4.4
Ad quality & brand safety controls
4.5
Publisher control & transparency
2.2
Payment terms & reliability
3.8
Page speed & Core Web Vitals impact
3.5
Reporting & reconciliation
4.0
Integration & ad-ops workload
4.3
Eligibility & onboarding
2.5
Consent & privacy readiness
3.6
Strengths
✓ Publisher payment guarantee independent of advertisers' non-payment
✓ Strong performance and high RPMs for lifestyle content
Limitations
✗ Best for lifestyle niches; may underperform in other verticals
✗ Geographic restrictions favour Tier 1 countries
