Google Display Network vs. Programmatic – What’s Best for Your Brand?

Marketers are set to spend more than $460 billion on digital advertising in 2024, and with automated advertising now making up over 80% of the total digital display ad spend in the U.S., the landscape is buzzing with opportunity! But choosing between programmatic advertising and Google Ads can feel like navigating a maze. Fear not—we’re here to demystify these two powerhouses and help you determine which suits your business best.


A Fresh Approach to Online Advertising

Gone are the days when advertisers had to negotiate directly with website owners and bloggers to place their ads transactionally. That old-school method was time-consuming and often inefficient. Enter programmatic advertising and the Google Display Network (GDN)—these tools automate the process, making it a breeze. Set your parameters, and the system does the rest!


Unleashing the Potential of Google Display Network

The Google Display Network is like having a backstage pass to the internet. Partnering with millions of websites, YouTube, emails, blogs, and mobile apps, GDN allows your ads to reach up to 90% of internet users worldwide. Imagine the reach! GDN uses your specified criteria—like age, gender, and interests—to display your ads to the right audience at the right time.


Decoding Programmatic Advertising

Like Google Display Network, programmatic ads are automated but with a broader reach. They cover multiple ad networks, including Google Display Network and native ads. Advertisers use Demand-Side Platforms (DSPs) to buy ad space, while publishers use Supply-Side Platforms (SSPs) to sell it. This seamless connection between advertisers and publishers, facilitated by real-time bidding (RTB), ensures your ads reach the right audience at the right time for the right price, ensuring ROI for your marketing investment.


Behavioral Advertising and Its Evolution

Programmatic ads initially relied heavily on behavioral data—showing ads based on online activity. However, with privacy regulations like GDPR, this method is evolving. Now, ads are increasingly based on the content of the websites you visit, offering a more privacy-conscious approach.


Inside the World of Programmatic Ads

Programmatic campaigns are more expansive than GDN campaigns, incorporating various platforms through DSPs and SSPs. Real-time bidding allows advertisers to bid for ad space dynamically. Here’s a rundown of the types of deals you might encounter:

  • Open Auction: The most common RTB model.
  • Private Auction: Limited to selected advertisers.
  • Preferred Deal: Fixed-price ad space for premium spots.
  • Programmatic Guaranteed: Direct deals between advertisers and publishers.


Comparing Google Display Network and Programmatic Advertising

While both GDN and programmatic advertising automate the ad placement process and offer extensive targeting options, there are key differences:

  • Pricing: GDN offers CPC, CPM, and CPA models, which can be more budget-friendly. Programmatic advertising primarily uses the CPM model, potentially increasing costs.
  • Cost-Effectiveness: Both methods are efficient, but programmatic’s real-time bidding can reach a wider audience, albeit at a higher price.
  • Video Advertising: Programmatic advertising excels in video ad placement, providing more options outside YouTube.


Choosing Between Programmatic Advertising and Google Display Network

Both programmatic advertising and GDN have their unique strengths. Google Display Network can be good for advertisers looking to stay within Google’s Network. At the same time, programmatic advertising offers broader reach and sophisticated targeting for those ready to ensure their campaign effectiveness. MKTNG is here to help you choose the best way to leverage these tools to enhance your digital marketing strategy and grow your brand significantly. Give us a call at 855-MKTNGCO or contact us here today to get started!

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