27 Jan Demand Side Platform Comparison: Google Display Network vs. Display & Video 360
Programmatic display advertising is a vital part of many digital advertising campaigns. Some brands are just starting with programmatic targeting, and other companies need to expand their existing automated media buying processes.
When choosing a demand-side platform (DSP) for your business, it’s most important to weigh your needs against your budget. And while it’s also essential to think about your immediate needs, it’s even more important to think about your overall strategy for displaying ads. Google Display Network and Display and Video 360 are two of the leading DSPs on the market, but they each suit different types of brands in various stages of growth with programmatic display advertising buying. We outlined the main features of both platforms to simplify the demand side platform comparison for you.
Google Display Network is a free demand-side platform that offers a simple solution that can help you meet most of your display advertising goals. It helps your brand create steady growth, but it’s limited, and it is not the most efficient way to create ads. More importantly, it won’t allow you to get ahead of the market. It’s not very flexible, and that means you might run the same strategy as any competitor who’s also using Google Display Network. You can see on the demand side platform comparison below that there is no edge.
On the other hand, Display and Video 360 offers a fully-customizable solution with access to thousands of additional behavioral triggers, advanced targeting, unique inventory, premier publishers, and creative solutions. Full customization options for your advertising campaigns offer an edge that sets you apart from your competitors. Display and Video also integrates with the full Google stack, which provides additional actionable insights if you’re using tools like Google Analytics.
Display and Video 360 is a powerful tool that offers the most customizable options in media buying for your business. It’s important to note, though, that you will need a team to manage it and ensure that your brand uses the tool in a way that fits your overall digital advertising. There is also a bit of a learning curve, so your team may need some time to fine-tune use.
Google Display Network is a better option if you are a smaller business, needing a fundamental tool that will help get your display marketing off the ground. If you have a Google Ads account, you can access it instantly, for free. It’s also the best way to test and evaluate results if you are still deciding how programmatic display advertising fits within your digital marketing strategy.
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