What Is the Difference Between Display on Google and Standard Display on DSPs?
What Is the Difference Between Display on Google and Standard 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.
Programmatic display has access to over 60 exchanges (instead of only 1 with Google). Programmatic Display allows more control over inventory, access to 3rd party audiences (targeting based on demographics, interests, groups, intent), and allows the use of rich media creatives. (Rich Media creatives are digital advertisements that use advanced features like video, audio, animations, and interactive elements to engage users beyond a static image or text (like a GIF file, or HTML5 file).
However Programmatic Display campaigns run on a CPM basis (Cost Per Mille/Cost Per Thousand), and therefore do not support TrueClick guarantee. This means if you are looking to run a Display campaign and you would like to measure the performance of the ad (how many clicks) you may be able to see these metrics in the reporting, but clicks will not be guaranteed for a Programmatic Display campaign.
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, Some Healthcare, Surgeries, Drugs, and Addiction Treatment
- Politics
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