Network vs. Platform: The Google Display Network is a network of websites, apps, and other online platforms that have partnered with Google to display ads. It offers a vast inventory of ad placements across various websites and apps. On the other hand, a DSP is a software platform that allows advertisers to access multiple ad exchanges, networks, and publishers in a single interface. DSPs provide more flexibility in choosing where to display ads by accessing multiple ad inventories.
Ad Inventory: When using the Google Display Network, your ads are primarily displayed on websites and apps that are part of Google's network. These include popular sites like YouTube, Gmail, and websites that have opted to display Google ads. When using a DSP, you can access a broader range of inventory beyond the Google network. DSPs typically integrate with multiple ad exchanges, networks, and publishers, providing access to a larger pool of potential ad placements.
Targeting and Control: Both GDN and DSPs offer targeting options, but DSPs often provide more advanced targeting capabilities. While the GDN allows targeting based on factors like demographics, interests, and contextual relevance, DSPs can provide additional targeting options such as real-time bidding, audience data, and retargeting. DSPs also offer more control over ad placement selection and optimization, allowing advertisers to tailor their campaigns more precisely.
Transparency and Reporting: With the Google Display Network, you have access to Google's reporting and analytics tools, providing insights into impressions, clicks, and conversions. DSPs also offer reporting and analytics features but may provide more granular data, allowing you to track performance across different publishers, ad exchanges, and campaigns. DSPs often provide detailed reporting on ad placements, performance metrics, and audience insights.
Campaign Management: Managing campaigns on the Google Display Network is typically done through Google Ads, where you can set up and optimize your campaigns. DSPs, on the other hand, offer a more centralized management system where you can create, manage, and optimize display campaigns across multiple ad exchanges and publishers from a single platform.
Overall, the main difference lies in the level of control, access to inventory, and targeting options. The Google Display Network offers a more straightforward and accessible approach with a wide reach, while booking display ads through a DSP provides greater control, more advanced targeting, and access to a larger pool of inventory beyond the Google network.