“Should we use GDN in this campaign or go with Programmatic?”
This is one of the questions considered in most campaign planning. Both advertising channels have their own characteristics and in fact, they reveal their own value according to your campaign objective and budget. In this article, we plan to explain GDN and Programmatic very briefly and talk about their advantages and disadvantages, but let's start from the very beginning to make it more understandable.
What are GDN and Programmatic?
Google Display Network (GDN) and Programmatic are technologies that work on the auction-based principle, which also forms the basis of the purchase of the digital advertising industry. An auction is a model where dozens of advertisers bid on ad space at the same time, the most appropriate targeting and bid wins, and the ad is published accordingly. This auction process for advertising takes place in milliseconds, and when we log into a site, this process has already been concluded and we have an ad that has won the bid.
GDN is a product of Google,
And is found as a campaign type in the Google Ads panel, which is one of the most used advertising products. As the name suggests, it operates in Display advertising. Again, the sites, applications, etc. of publishers registered on AdSense, a product of Google allow advertising to ad spaces. More than 90% of publishers on the internet are also registered with AdSense. So, when you campaign on GDN, you can be sure that your ad will appear on a large part of the internet.
Programmatic, unlike GDN,
Is a technology where you can bid for many ad formats, not just Display, and offers advertisers more opportunities in terms of reach. With the auction method, often called Real-Time Bidding (RTB), advertisements are purchased within milliseconds, as in GDN. Here, there is a different structure compared to GDN. I think it would be useful to talk about this structure briefly.
The working mechanism of the Programmatic platform.
When it is called programmatic, different advertisement panels come into the business. There are DSP (Demand-side Platform) panels on the advertiser side and SSP (Supply-side platform) panels on the publisher side. The advertiser enters the advertising materials, budget, and targeting from the DSP panel and starts the campaign. On the other hand, the publisher determines the properties of the ad space in its inventory from the SSP panel and wants to be broadcast, and enters a "floor price", also called the floor price, to bid. These two offers then meet in a technology called Ad Exchange, and if the advertiser's targeting, advertising materials, and budget match the publisher's ad space and offer, the purchase takes place and the ad starts running. All these decisions take place within milliseconds.
Well, we seem to hear you ask, how do Programmatic ads differ from GDN?
Yes, this is usually the first question asked when we say Programmatic advertising. So let's take a look at the similarities and differences.
- Both ad types have real-time bidding (RTB) options;
- Both the GDN and programmatic advertising are auction-based bidding platforms that utilize display advertising to reach a targeted audience;
- Both platforms have shared basic targeting options. Users are able to target a specified audience based on demographics, behaviors, interests, site topics, and remarketing;
- With both options, marketers are able to reach mobile applications and domain placements;
- Programmatic is an automated media buying platform, while GDN is just an advertising network;
- In terms of the diversity of creatives, GDN is far behind Programmatic. The creative boundaries of Programmatic Ads are wide and allow you to create them in any form you want;
- GDN works with only Google partner sites, while the Programmatic platform provides 44+ SSP platforms in addition to Google partner sites. This means more available inventory and space for your ads to show.
- Anyone, mainly small businesses can advertise on Google with lower budgets, while Programmatic ads largely suitable for major brands and agencies and requires higher budgets;
- Programmatic advertising can give you access to all of the GDN’s inventory plus inventories from other ad exchanges. This would sum up to be around 95% of the internet and it means much more reach than GDN;
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