Programmatic Ad Network Vs Google Display Network

In the era of digital advertising, development is happening with massive speed. Digital advertising has been proven to be the best in recent years. According to Emateketer reports, programmatic advertising spending has increased from 73% to 84.8% between 2016-2019. It is further forecasted to reach 86.2% in 2020, interpreting the amount to be 65.6 billion. The developments are occurring with respect to the size as well as the diversity of solutions. With the constant addition of new technology, it becomes difficult to balance everything, since the methods are almost the same as one another. Some good examples are the Programmatic Network and Google Display network, but which one is better in performance? Continue reading to find it out. 

Google Display Network

Back in the 90’s era, when display advertising was introduced, its job was to show different ad banners to the users with the help of display ad networks. Display ad networks have many kinds like Conversant, Yahoo, Google and others that are comprised of more than 2 million websites. Google Display Network plays the role of a network of publishers. It also works as a mediator between the advertiser and the network of publishers that connected to Google. To reach the audience within Google Network, Google Display Network offers advertisers the interface for basic targeting, scheduling of ads and much more options. Furthermore, it is integrated with other platforms of Google like Google Analytics. 

Programmatic Ad Network

The job of the programmatic ad network is to accumulate publishers and advertisers from all over the world. Advertisers can buy inventories and ad placements under great conditions that is typically matched by RTB. You might want to know various things about programmatic buying. There is a special forum for the process of programmatic advertising, it is called ad exchange. There is a little bit of difference between working of ad exchanges and that of ad networks. Ad exchange and programmatic network work by connecting publishers (SSPs)and advertisers (DSPs) together and perform auctions. Following algorithm explains the working in detail:

First, interested advertisers are required to sign up on the demand-side platform (DSP) in order to place the ad campaign. Afterward, they specify properties of the ad like format, size, etc. The next step is to choose the target audience and the right conditions for the audience to receive an ad. The publisher from the supply-side platform (SSP), issues the ad placement available along with the indication regarding the supportive ad size and format. 

When a user visits the website containing ad placement, the process of bidding begins among all advertisers whose ad conditions perfectly match the inventory. The winner is the one who offered the highest bids. The users get to see the winner advertiser’s ads juts in a matter of seconds.

In the case of the white label ad networks, the owner of the platform combines SSP and DSP partners according to what they want, along with the platforms for data intelligence such as DMP and other programmatic tools. 

Which on Will Cover A Wider Reach?

For Google Display Network, the audience reach covers all its partner websites that have signed up to the network. Even though the reach is massive, it is still limited as compared to that of programmatic advertising. 

With the ad exchange, the advertisers get access to various SSPs including Google Networks, hence the ads can easily be served to a much wider range of people which is more than any display network. 

Which One Provides Better Targeting?

Targeting can be done by many considering various factors such as keywords, demography, the interest of users, and related topics. Google Display Network uses Google Search data whereas, with programmatic advertising, you can use third-party data as well. This gives a great opportunity of targeting users by different characteristics and segmenting the audience in a more effective manner. Since the third-party data is greater in number, programmatic advertising is proven to be better. 

Which One Provides More Cost-Efficiency?

Cost efficiency is directly related to your budget. For beginners, Google Display Network works well since it does not call for the minimum payment. A network typically requires monthly payment generally from $5000 to $10,000. Therefore, if you are a beginner and want to learn the whole process without having to spend a great amount of money, you should opt for the Google Display Network. 

Which One Is Better for Video Advertising?

Video advertising is enabled in both, Google Display Network and Programmatic Advertising. However, the target audience is what makes each of them different. Although Google Display Network is comprised of a great number of audiences which are its partners, only some of them support video ads. For the video advertisements with Google Display Network, the only massive platform is YouTube, that too, might not be suitable in some conditions. 

Conclusion

To summarize, Google Display Network is an amazing platform for beginners to have the experience of digital display advertising. It won’t require a massive amount of money and will provide you with the various pricing models. Once you understand the entire process and plan for a campaign on a larger scale, you should switch to Programmatic Display Network. 

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