23 Feb Choosing a DSP: Display And Video 360 vs. The Trade Desk
Think back to the last time you saw an ad while browsing the web on your phone or tablet. Do you remember the product in the ad, or if you bought something from the company before? The most successful types of ads should feel like they were personalized for you, increasing the likelihood that you will convert or purchase a product from the brand. Highly relevant ads served at the right time, and in the right place is just one of the significant benefits of programmatic advertising.
Traditionally marketers performed digital media buying manually; programmatic media buying is the automated process of selling and purchasing online advertising space in real-time
Programmatic technology is powered by software, called a Demand Side Platform or DSP. It allows marketers to run cross-channel campaigns in one place and automate the media buying process. While Digital marketers still participate in the media planning process, DSPs remove some of the human parts of the media buying process improving overall workflow efficiency.
Businesses choose a DSP based on several factors, so it’s essential to understand your marketing objectives when selecting the best solution for your business. The two leading market players include Google’s Display & Video 360 (DV360) and The Trade Desk (TTD). While they have some similarities, there are also a few important key differences that fit specific marketing strategies better than others. Let’s walk through the main differences between both DSPs.
Top 3 Benefits Of Display & Video 360
Display &Video 360 is Google’s enterprise DSP. Therefore a major benefit is seamless integration with Google Marketing Platform products including Google Analytics 360, Campaign Manager, Search Ads 360, and Google Cloud Platform. The integration helps your business collaborate across teams and manage campaigns within a single space. You can also merge online and offline data to build a unified customer journey.
Sophisticated audience capabilities, with access to Google’s first-party data and Youtube inventory. If your brand aims to target YouTube audiences, Display & Video 360 (formerly known as Doubleclick Bid Manager) is on the list of Youtube Certified External Vendors. Display &Video 360 inventory reach extends to over 100 partner ad exchanges, including YouTube, Gmail, and other third-party DSPs.
Customizable with a bit of a learning curve, best when managed and used by a team with a media trading background. Considering that you can manage creatives and track measurement and optimization within the UI, your teams can collaborate and fine-tune how they’ll use the platform, in less time.
Top 3 Benefits of The Trade Desk
Independent omnichannel DSP, with a vast connection to third parties. Expansive third-party platform integrations are vital to a DSP since they function as the middle man for purchasing media without owning any data. The Trade Desk connects with multiple third-party validators. Each third-party has different prices, so the platform automatically selects which one to use by the highest validity and lowest price for each engagement.
Access to connected TV. Advertisers can buy TV ads through internet-connected TVs and streaming devices like Apple TV, Roku, and Chromecast. Then they can use first-party and third-party data to target consumers when they are in the connected tv environment.
The Trade Desk is the only DSP available in China, where advertisers are heavily investing in mobile display in particular. In fact, according to Branding In Asia, “China is forecasted to spend $8.3 billion on programmatic advertising channels, a 19% change year on year, coming in second place to the US which is forecasted to spend $22.3 billion at a 14% change year on year.”
Top 3 Differences Between Display and Video 360 & The Trade Desk
Display & Video 360 natively integrates with Google Marketing Platform, Google Cloud Platform and numerous third-party platforms. In contrast, The Trade Desk integrates with a more expansive list of third-party platforms.
Display and Video 360 has top-of-the-line audience targeting capabilities, which you can fully control. The Trade Desk has basic targeting capabilities such as geolocation and demographics, and targeting happens through a third party.
The Trade Desk UI offers less customization but it walks users through the initial set up in a step-by-step process. Step by step instructions are beneficial for brands who’s marketing team is new to programmatic but still want to manage the media buys in house.
How To Choose the Right One for Your Business:
Choosing the right DSP all depends on the type of business you run, the products you sell, and where your best audiences spend most of their time online.
If you’re already running your other digital marketing activities through Google Marketing Platform, you’ll get deeper insights into your high-value customers with Google Analytics. Then, you can access those insights in Display & Video 360 and use them to inform your campaigns.
However, if you need access to global markets, like China, you’ll need The Trade Desk. If your goal is to target users while they’re watching tv on a streaming device, The Trade Desk is the right choice.
At DELVE, we have experts in both Display & Video 360 as well as The Trade Desk. Partner with us to optimize ad impressions and ensure that your ads are running where they make the most impact and drive conversions.
To learn more about programmatic advertising and our digital media and creative services, visit our website.