Programmatic Advertising vs Google Display Network: Which One Should You Choose?

We may earn money or products from the companies mentioned in this post.

If you’ve ever used online advertising, you might have heard of beings raving about programmatic advertising.

And if up until now, you’ve been confused about how it is different from traditional ad, or you wanted to better understand programmatic advertising vs Google Display Network, you’re in luck.

In this affix, we’ll break down both Google Display Network and Programmatic advertising, explain their key gaps, and estimate why one is better than the other.

Let’s get right into it 😛 TAGEND What is Google Display Network?

While you may not notice the Google display network actively, you probably come across it every day. Google Display Network is a plan that allows advertisers to reach their target audience while they’re using the internet- for example when checking emails, browsing on an e-commerce product, watching youtube, abusing social media or their portable apps.

In simpler oaths, the GDN can get your ads in front of targeted publics across the web. It’s actually a very powerful system that reaches over 90 percent of internet users and 2 million websites across the web.

The display network, nonetheless, is a passive approach to advertising. It integrates your ads into carefully adopted websites, where ads become reachable to users while they’re shopping, see, or browsing.

What is Programmatic Advertising?

Programmatic advertising is a more automated approach to expose ads. In programmatic publicizing, there is automated selling and buying of ads use the software.

In simpler utterances, there is the use of software for buying and selling ads. Whereas, in the conventional approach, there’s a lot of manual operations like requesting proposals, mentions, tenders, and human talk. Instead of all this, programmatic ads simply rely on machines and algorithms to buy and sell digital space.

With programmatic advertise, a lot of useless manual work is removed, and thus, humans have more go for optimizing and improving ads.

How Does The Google Display Network Work?

The Google Display Network acts as an boundary between the publisher and the advertiser. Advertisers are using this stage for choosing their target audience based on interest, domain, demographic, and other important criteria. Furthermore, they get complete control over ad placements, ad planning, and other such processes within a website.


Ad placement can be for a specific website, a mobile app, an individual ad unit, or a specific page on a site. For example, you can use GDN to target women from the U.K above the age of 20 who tour pages is attributable to’ skincare’.

How Does Programmatic Advertising Work?

As we mentioned earlier, programmatic advertising automates the whole process- interpreting the need for manual work. There is no middleman in the form of an ad network.

If you’re an advertiser, you’ll simply have to use a software called’ Display-side platform’ to enter the public demographic( and other segments) you want to target. And if you’re a publisher, you’ll use a application announced’ Supply-side platform’ to convey that you’ve accessible ad inventory.

There is no need to send ad placement applications, negotiate, or any manual work as such. Once a pilgrim enrols an internet site, ad exchanges are notified about it. If the audience coincides the specification of the target audience chosen by the advertiser, you automatically enter an auction with other advertisers.


The advertiser who drew the highest orders gets the ad slot and their ads are shown on the webpage. Similarly, each ad infinite is sold on a real-time bidding basis, and more all of this happened automatically in milliseconds.

How Are GDN& Programmatic Advertising Similar?

Few key elements are similar in both these networks. For example, the concept, placement, and targeting. Both programmatic push and GDN are auction-based bidding scaffolds that exploit exhibition ads for reaching a target audience.

Similarly, both these networks admit purveyors to reach the website and portable work placements. And at their core, both these platforms offer shared basic targeting options. Hence, the users are able to target specific audiences on the basis of site topics, behaviours, demographics, and remarketing.

How Are GDN& Programmatic Advertising Different?

Despite the similarity, both GDN and programmatic ad have different inconsistencies. Both these networks have advantages and drawbacks of their own. In this section, we’ll go through each key piece and understand the differences 😛 TAGEND

1. Programmatic Advertising vs Google Display Network: Ad Variety

If you’re wondering which of these funding more variety in terms of ad forms, is a well-known fact that both GDN and programmatic pushing substantiate all major ad creatives- including the videos, epitomes, rich-media ads, and HTML5.

However, when it comes to rich-media ads Google Display Network lags behind. A gargantuan number of GDN publishers don’t support this technology on their websites. On the other hand, DSPs are good at displaying rich-media ads.

Considering how rich-media ads are gaining popularity as a super interactive ad format, you may want to opt for programmatic advertising.

2. Programmatic Ads vs GDN: Reach

You might have known this- the Google Display Network has a huge gathering cornerstone. The tool offer be made available to a enormous number of websites that have partnered with Google. This amounts to approximately 70% of the websites on the internet.

However, this digit is still lesser than what a DSP can offer. Prepare to be wowed!

Yes, programmatic push software can give you access to all of the GDN’s inventory plus stock-takes from other ad exchanges such as Adscale, Rubicon project, and more. This would sum up to be around 95% of the internet.

Hence, if you want to get a wider reach, there’s no doubt that programmatic push can enable that.

3. Programmatic Ads vs GDN: Targeting

Both programmatic ads and GDN offer decent targeting options. You can target your ads to publics on the basis of keywords, topics, interests, and demography.

Through keyword targeting, you can select keywords is related to your ad meaning. Through topic targeting, you can choose topics relevant to your ads. Similarly, with interest and demographic targeting, you can choose the interest, age, and orientation of your target audience.

The only difference between the targeting approach of GDN and programmatic ads is the data used for targeting. While the GDN utilizes Google search data for targeting useds, programmatic ads use countless third-party operators to employ more in-depth data.

So, in terms of targeting, programmatic advertising is a little more advanced than GDN.

4. Programmatic Ads vs GDN: Pricing

If you choose Google Display Network, you get various pricing alternatives, including 😛 TAGEND

CPC: Cost is decided for each clink. CPM: Cost is decided for every thousand thoughts. CPA: Cost is restrained to a particular action- for example, signing up, downloading an ebook, or trying a free ordeal.

And if you choose programmatic pushing, there’s only one option, and i.e ., CPM.

The cost per mille( CPM) is calculated by this formula 😛 TAGEND

CPM= Ad spend/ Ad intuitions x 1000.

5. Programmatic Ads vs GDN: Cost Effectiveness

Most programmatic ad application( DSPs) require a minimum ad spending of approx $5000 to $10000 per month- only then can it be maintained free of cost. So, if you don’t spend that is something that, you’ll have to pay a minimum reward- this varies from contract to contract.

However, in the Google Display Network, there is a rule as such. There’s no minimum expend that is expected of you. Hence, if you’re just starting out, GDN would be a more cost-effective option as compared to DSP. We’d recommend you to firstly try GDN, stimulate some coin, and then invest in DSP.

6. Programmatic Advertising vs Google Display Network: Video Advertising

Again, both programmatic ad and Google Display Network buoy video advertising. But, in GDN the video ads are limited to YouTube. Hence, you have a limited public to target.

On the other hand, programmatic marketing offerings stages other than YouTube- enabling you to reach more audiences.

Which One Should You Choose?

There you have it- all the major differences between Programmatic Advertising vs Google Display Network.

The GDN is a great choice for purveyors who’re just starting out and want to keep it simple. There’s no rate hurdle, plus it’s easy to use. Furthermore, GDN instantly integrates with Google Product Suite- enabling access to Drive, Google Calendar, and Gmail. Additionally, you can use the tool to target an gathering on the basis of their Google rummage history.

Programmatic advertising, on the other hand, offers an increased dissemination magnitude, enabling reach to 20+ ad exchanges. So, with programmatic, “youve had” more limitation over inventive placement, public targeting, and retargeting options as well. Furthermore, it allows for advanced targeting options like behavioral advertise, in-store attribution, and location-based advertising.

The Bottom Line

Despite the ascertain crack and cost, programmatic ad is a better option if your budget allows it. After all, it gives you more authority, better targeting abilities, and a wider scale. But this doesn’t necessitate GDN is bad. If you’re on a small budget, GDN is a super cool alternative with a lower enter cost.

Whichever you choose, the important thing is that you have a clear vision, immense content, and a strong marketing strategy behind your announce efforts.

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