google-ads-vs-programmatic

When we talk about online advertising, we would probably instantly associate it with Google Ads. After all, it has shared most of the limelight for quite a long time already.

But there is another platform challenging Google Ads and our perception regarding how online ads work. The challenger is demand-side platforms or DSPs.

If there is one thing that separates DSP from Google Ads is the vendor-neutral real-time bidding (RTB). RTB  is a kind of bidding that happens in real-time. All you have to do is to specify your ad’s target audience, and the cost you are willing to spend. There is a bidding process among advertisers who are also targeting the same audience as yours. On the other hand, Google Ads only uses its own network.

Difference Between DSP and Google Ads

DSP is a system that gives power to advertisers in managing their accounts using multiple ad exchanges. In a nutshell, it is an ecosystem wherein sellers, buyers, and traffic sources can meet in one interface.

Both DSP and Google Ads are both campaign management tools. The only difference between the two is the campaign types and traffic sources. Google Ads is only getting inventory directly from Google. On the other hand, DSP receives its traffic from sources such as AOL, Pubmatic, Mopub, AppNexus, etc. It can even get straight from Google if it is also a traffic source of DSP.

In the mid-2000s, Google introduced Google AdWords, which is now known as Google Ads. Its rise paved the way for display and banner advertising within its realm. The ads that it comes up with are served by demographics, day and time, location, and other factors. Hence, it positioned Google Ads as a go-to solution in advertising products and bringing services out in the market.

But the demand for more specific targeting grew in our generation. Thus, it led programmatic advertising companies to spearhead breakthroughs like the demand-side platforms. Now, advertisers have the power to filter target markets based on job titles, companies, industries, and even individual searches.

Benefits of DSPs and Google Ads

For the most part, people have considered Google Ads as the easiest way to have your products and services out in the market with a wider reach and a budget based on one’s capacity. That said, B2C advertisers are using Google Ads more for them to reach local markets, specific target audience, and B2B companies.

DSP, on the other hand, up the game further by being more specific when it comes to their filter. Audiences are not just targeted using location or on what they search. Instead, viewers are even trimmed down based on seniority, job function, job title, company name, industry, and also the decision-making power that they hold.

Symbiosis Between DSP and Google Ads

While DSP and Google Ads operate quite differently from each other, companies are seeing the mutualism between the two that can generate more benefits for them. The integration of Google Ads and DSP can be better measured by investing in technology capable of determining companies visiting your site. This is known as reverse-IP tracking. This helps advertisers find out who is clicking the Google Ads that can be targeted using banners derived from DSP platforms.

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