What is the Difference Between GDN and DSP?

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If the Google Display Network (GDN) may be a Toyota Corolla than a requirement Side Platform (DSP) may be a Corvette. Both GDN and DSPs allow marketers to put display, mobile and/or online video ads via a self-serve platform, yet DSPs offer far more power.

GND vs. DSP: Pros and cons

Budget: If you aren’t spending over $5K a month, the explanations to think about a DSP are less compelling because you almost certainly can get all the reach, targeting and ad diversity you would like from within the GDN.

Existing banner creative and a capability to make new messaging regularly: Custom ads cost money to make . The GDN and a few DSPs facilitate dynamic ad creation within their ad servers using templates. additionally , some DSPs integrate with a DCO (dynamic creative optimization) platform like Flashtalking or Spongecell to permit for creative to be dynamically created from feeds or other data sources. Google’s GDN serves text-centric ads using your AdWords account data and ad groups, but it also features a responsive ad creation tool for the GDN. you’ll include images, and while it’s not fancy, it are often effective.

Unified reporting: once you stay within the Google technology stack, centralized reporting is far easier to implement and manage.

simple use: The GDN looks and feels almost like AdWords, making it easier for agency or in-house staff to use it without additional training.

Budget fluidity: If budgets are being moved around supported results or changes in target KPIs, it’s often easier to try to to so within one platform.

Reach: While GDN has good reach (2 million sites that Google claims represent 90 percent of individuals using the internet), DSPs now have that reach plus more — so if you’re doing retargeting or got to reach a distinct segment audience, a DSP can often find more of the audience you’re trying to find . DSPs have inventory from AdX (the DoubleClick Ad Exchange) plus other exchanges/SSPs (supply-side platforms) like PulsePoint, OpenX, AppNexus, Sonobi, Rubicon, PubMatic et al. .

In addition, there’s an option of doing PMP (programmatic private marketplace) where there’s an immediate publisher-to-advertiser relationship and programmatic direct (programmatic direct is direct sold, guaranteed inventory) with specific publishers. (The GDN also allows you to select by publisher, mimicking a programmatic PMP deal.)

CPC vs. CPM pricing preferences: The GDN gives you a choice on the way to pay. But albeit you’ll be invoiced on a CPC (cost-per-click) basis, the yield management algorithms inside the GDN are calculating an efficient predictive CPM when deciding where, and the way often, to serve your ad.

Nearly all inventory purchased through DSPs is formed available for real-time bidding on a CPM exchange, including Google et al. .

Data partnerships: Google gives you access to several audience types, including retargeted audiences and demographic, contextual and interest-based targeting.

Similarly, DSPs often have data partnerships with a broad set of partners and may facilitate the utilization of that data not just for targeting but also to influence the bids on inventory/impressions. (DSPs have inventory from AdX — plus other exchanges, including AppNexus, Rubicon and Pubmatic — along side PMP partnerships and programmatic direct).

Integration with a DMP (data management provider). Data may be a byproduct of programmatic media and marketing generally . Larger marketers use DMPs to gather , unify and activate data. this enables them to spot and target the proper audiences.

DMPs also can be utilized in conjunction with a DCO platform to personalize ads to segments of the audience. This personalization can even be supported recent experiences or engagements you’ve had with visitors.

Some advertisers and agencies use a DSP and GDN at an equivalent time, but one must take care when doing this. If you base your bids on an equivalent audience, the result could also be that you’ll find yourself bidding against yourself because inventory in AdX (in particular) is bid on by your DSP and Google’s GDN simultaneously.

If you are doing got to use both your DSP and GDN to accomplish your marketing objectives, confirm you employ different ad creative and maybe a special landing page user experience.

What’s the Difference Between GDN and DSP?

GDN is a billboard network of publishers and suppliers while DSP may be a demand side platform.

GDN refers to the Google Display Network, which may be a network of publishers already on AdSense that have signed up for GDN. Marketers using Google Ads can bid on display advertising options and use data already in Google to focus on those ads. It’s a simple thanks to reach targeted audiences, especially if you’re already conversant in and using Google’s marketing tools.

Demand Side Platforms, or DSPs, are third-party platforms that permit you bid on or buy ad inventory from multiple sources at an equivalent time. you’ll buy directly from publishers and via multiple ad exchanges — including Google’s GDN network, which is listed as AdX with relevant DSPs.

While DSPs don’t ensure access to Google’s data banks, they are doing offer access to wider ad inventory opportunities. Plus, most DSPs are connected to more data aggregators, in order that they have access to very large data banks themselves.

DSPs are strictly focused on ad buying for the demand side with no conflict of interest, as they don’t serve the publisher or supply side. Removing that conflict in representing both the buy and sell side in an auction environment is vital , especially for buyers at higher budget levels. With tons of selling money at stake, it’s important to possess a partner that’s only incentivized to act within the advertiser’s best interest.

3 Main Differences Between Google Display Network and a DSP

 #1 DSPs Access Significantly More Ad Inventory than GDN

DSPs accesses inventory through generally an equivalent 40 approximately digital ad exchanges.

Google accesses inventory through one ad exchange. And, that ad exchange is owned and operated by Google – meaning both the selling and buying of advertising is managed by an equivalent company.

What Access to More Inventory Means for Your Campaigns  

  • Better chance to put ads ahead of niche audiences like buyers of a particular brand or in-market for a replacement car
  • are able to do better scale with tightly geo-targeted campaigns
  • Can retarget more of your site visitors

 #2 DSPs Allows Marketers to Layer-on 3rd Party Targeting Data

Google offers rudimentary audience targeting (AKA behavioral or interest targeting). This targeting data is procured and packaged by Google and is solely supported online actions.

With a DSP, marketers can use targeting data provided by companies like MasterCard, Experian, Nielsen, Dun & Bradstreet et al. . These independent, outside data providers can segment audiences based off of offline transactions like applications for loans and in-store purchases.

What Access to 3rd Party Data Means for your Campaigns 

  • Can target consumers based off of offline actions like mastercard purchases
  • Can execute B2B campaigns by targeting people by their occupation

#3 IP Targeting

Most DSPs can target ads to specific IP addresses. GDN doesn’t offer this capability.

What IP Targeting Means for Your Campaigns

Can target individual companies – great for B2B advertisers

Bottom line: A DSP offers more reach and adaptability compared to GDN. These capabilities really matter for advertisers looking to focus on a narrow audience at scale.

When is GDN the Right Choice for Display Advertising?

GDN may be a fast, easy solution for marketers already working with Google Ads, making it a go-to choice for smaller businesses or people who aren’t doing tons of diverse advertising. GDN could also be the primary choice for you if:

  • You mainly work within a Google Ads environment for display ads and don’t plan on branching out
  • You aren’t trying to focus on a really specific audience which will interact with online properties that aren’t a part of the GDN network
  • you would like to advertise with display ads on YouTube
  • Your display ad budget is a smaller amount than $5,000 a month (although some DSP service providers don’t have monthly minimums)

YouTube Display Ads Are Only Available Through GDN

YouTube display ads wont to be available for programmatic bidding, but Google recognized the high value of ads on this network and locked down display options to GDN. While you’ll still access video advertising outside of GDN, if you would like to focus on YouTube audiences with display ads, you’ll need to undergo Google’s network.

GDN Supports a Streamlined Approach

By keeping marketing efforts on an equivalent platform, you create reporting, budgeting and managing campaigns that much easier. Google’s recent rebranding of properties like DoubleClick has gathered ad tools under an equivalent umbrella: Google Marketing Platform and Google Ads.

Using GDN for display marketing allows you to leverage the info and reporting you already use with search marketing and other efforts. It also makes it possible to make supportive campaigns through crossover marketing between search, display and other formats that drives holistic branding and awareness online.

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