Google AdWords was the king of online advertising until Facebook Ads has come on to the scene. Now a third competitor has appeared and it threatens to reshape the landscape of digital advertising forever: we are talking about Programmatic Advertising. In this article, I look at the advertising comparing the functionality of SEM versus two other popular marketing channels – self-serve display advertising (Google Display Network) and programmatic display advertising.
Before we get into the details, it’s best to show you what programmatic advertising is and how it got started in the first place.
What is Programmatic Advertising
Programmatic advertising is the process of using technology to buy and sell ad inventory through an automated and data-driven procedure. It also represents most types of ad spaces on all screens including video, mobile, native and display ads. The term gets used a lot within the digital advertising industry and often relates to areas such as real-time bidding (RTB), remnant inventory and open auctions.
It originally started with a relationship between publishers and advertisers. The advertiser is also known as the buyer and the publisher as the seller. Agencies then started helping advertisers to achieve their marketing goals and communicate with their target audience.
Next, a new group within the advertising ecosystem emerged and called themselves Ad Networks. What this group did was categorize a publisher’s unsold ad inventory making it easy for media planners to consume, access and include it within their media campaigns. This meant that agencies had more than one channel to source ad inventories for their advertising partners.
But what about the king of Ad Neworks, Google Adwords?
Let’s see now 7 differences between Google Display Network and Programmatic Advertising: