Difference between GDN and Programmatic
||Google Display Network
||GDN is an ad network, a product of google which has millions of sites as an inventory (these inventories are the same ones signed up to google Adsense)
||An automated media buying platform where inventory is huge, it has a collection of ad networks, ad exchanges or direct publishers as their inventory base.
||Does not support too many ad formats, customization is not possible.
||It supports customization plus huge inventory for rich media units
||GDN is an amazing tool and supports all the basic targeting capabilities not as much as programmatic networks
||Too much detailed targeting capabilities what GDN can’t give
||GDN does not provide detailed insights on the audience
||Audiences insight availability is amazing, we can always detail out the audience to whom the ads were served
||Audience base is too much but not as huge as programmatic
||Audience base is huge which makes the reach numbers high (i.e. unique users)
||For video advertising, we only get youtube
||Lot many inventory sources other than youtube
||By using GDN we can only buy GDN inventory
||We can buy GDN (AdX) inventory using different DSPs whereas from other options are also open. This gives flexibility and higher reach
||Important to note is that GDN is a media buy network
||Programmatic buying is a technology or an ecosystem which facilitates media buying using multiple platforms like DSP, SSP, DMP, Network, etc.
||GDN is dependent on Google data for targeting audiences
||We can make use first, second and third party data to target audiences.
||GDN charges the advertiser only basis campaign delivery and no extra fee is charged plus no minimum money criteria to run a campaign
||Maximum DSP has some fee involved or commission percentage plus they have some minimum fund criteria which could be from $100 to $10000 or even more.
||Bid adjustment has lag of 2-3 hours
||Bid adjustment is real time
||CPC, CPA or CPM Bidding methodology possible though the backend is based on impressions only
||Only CPM i.e. based impressions
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