What Is the Difference Between Display - Google and Display - DSP?

Understanding the differences between "Display - Google" (Google Display Network) and "Display - DSP" (Demand-Side Platform) is important for radio broadcasters looking to maximize their digital advertising strategies. Below, we outline the key distinctions and considerations for each option.

Categories Allowed Only on Programmatic DSP

The following advertising categories are permitted exclusively through programmatic DSPs and are not available on the Google Display Network:

• Cannabis, CBD, and Hemp Products
• Smoking and Vaping
• Gambling
• Firearms, Ammunition, and Shooting Sports
• Cryptocurrency
• Pharma, Healthcare, Surgeries, Drugs, and Addiction Treatment
• Politics
• Financial Institutions
• Real Estate

Key Differences Between Google Display Network and DSP

1. Network vs. Platform:
   The Google Display Network (GDN) is a network of websites, apps, and online platforms that have partnered with Google to display ads. It offers a vast inventory of ad placements across various sites and apps. In contrast, a DSP is a software platform that allows advertisers to access multiple ad exchanges, networks, and publishers from a single interface, providing greater flexibility in choosing where ads appear.
2. Ad Inventory:
   With GDN, your ads are primarily shown on websites and apps within Google’s network, including popular sites like YouTube and Gmail. Using a DSP, you can access a broader range of inventory beyond Google’s network, as DSPs integrate with multiple ad exchanges and publishers, offering a larger pool of potential ad placements.
3. Targeting and Control:
   Both GDN and DSPs offer targeting options, but DSPs typically provide more advanced capabilities. While GDN allows targeting by demographics, interests, and contextual relevance, DSPs offer additional options such as real-time bidding, audience data, and retargeting. DSPs also give you more control over ad placement and campaign optimization.
4. Transparency and Reporting:
   GDN provides access to Google’s reporting and analytics tools, offering insights into impressions, clicks, and conversions. DSPs also offer robust reporting features and may provide more granular data, allowing you to track performance across different publishers, ad exchanges, and campaigns with detailed metrics and audience insights.
5. Campaign Management:
   Campaigns on GDN are managed through Google Ads, where you can set up and optimize your campaigns. DSPs offer a centralized management system, enabling you to create, manage, and optimize display campaigns across multiple ad exchanges and publishers from a single platform.

Summary: The main differences between Display - Google and Display - DSP are the level of control, access to inventory, and targeting options. The Google Display Network offers a straightforward, accessible approach with broad reach, while DSPs provide greater control, advanced targeting, and access to a wider range of inventory beyond Google’s network.