The Google Display Network (GDN) is one of the most powerful ways to build your brand online.
This is a unique approach that doesn’t use a middle-man like Google Ads.This discussion will compare and contrast programmatic advertising versus the Google Display Network to help you decide which is best for your organization’s needs.How Does Each Approach Work?The first thing to discuss is how these two approaches to display advertising actually work.
These differences will help you understand the advantages and disadvantages of each option.The Google Display Network ApproachThe Google Display Network is essentially a middleman between you (the advertiser) and the websites allowing you to publish your ads on their pages (the publishers).With Google Ads’ easy, straightforward interface, advertisers can target audiences based on a number of different options and criteria.
This is a Google-assigned rating used to assess how well your ads will perform.The Programmatic Advertising ApproachIn programmatic advertising, there is no middle-man service.
The highest bidder wins the auction.Machine learning tools are used to buy ad placements that are most valuable to your business.Which Approach Is Better?To understand whether Google Display Network or programmatic advertising is best, let’s look at some essential advertising criteria and compare how these two approaches perform for each category.ReachYou want your ads to reach a lot of people.
This gives a more complete picture of each user and allows for deeper, more niche targets.Ad TypesIn either approach, advertisers are open to using images, videos, rich media files, HTML 5 and other display ad formats.
You could argue that programmatic advertising and display-side portals have fewer restrictions when it comes to ad formats, but this is only a slight advantage.In fact, some of these ads do more harm than good because they produce disruptive experiences.