The differences in Google Display Network (GDN) and DoubleClick Bid Manager (DBM)?

2017/11/13

Google offers advertisers two ways of running display activity – through the Google Display Network (GDN) and programmatically using the DoubleClick Bid Manager (DBM) platform. Although these two platforms both run display campaigns, they differ vastly in their capabilities. The GDN is a way to run display campaigns through AdWords which makes it perfect for small to mid-size advertisers who may not be ready to fully invest into programmatic display. DBM on the other hand is a demand side platform (DSP) that allows you to purchase inventory using Real Time Bidding (RTB).

Here are a few things about how systems differ:

Reach – DBM is superior when it comes to reach as it has access to several exchanges whilst the GDN is limited to just the Google AdSense network. With DBM, you can reach more users across a wider range of sites which means that you can ensure you are appearing on the most relevant content.

Third party data – There are lot of third party providers accessible via DBM which enables you to drill down your audience targeting. DBM also provides the capability of finding people that are similar to your previous site visitors, those in-market for particular products/services, particular demographic or affinity segments. Although the GDN doesn’t have third party audience targeting capability, it does also allow you to target people based on demographics, affinity segments, categories, topics and those in market for a particular product or service.

Creative options – Creative options vary across the two platforms as the GDN allows both text, image and video ads. DBM does not offer the capability for text ads as it solely works with image, rich media and video ads. The DoubleClick platforms allow for dynamic remarketing and/or prospecting using either customisable XML or Google Doc feeds so that you can tailor your messaging, image and ensure you are showing the most up to date product information from your website. If you do use the GDN, do not despair, you are able to integrate your Google Merchant Center shopping feed into your dynamic creatives, although unfortunately you can’t make use of everything that dynamic creatives have to offer.

Private Market Place (PMPs) & Programmatic Guaranteed (PG) – One of the benefits of DBM is the ability to target premium inventory from a wide range of reputable publishers. PMP deals are private auctions for a select number of buyers on premium sites. Programmatic guaranteed on the other hand allows you to reserve a guaranteed number of impressions on a publisher’s site but via the DoubleClick platform instead of the traditional method of contacting publishers directly.

Bidding Options – DBM offers two different bidding options depending on your needs (manual and automated bidding). Automated bidding will automatically adjust bids depending on the performance goals set. It relies on Google’s  algorithm that can allow you to gain efficiency by reducing manual optimisation tasks as well as allowing you to customise performance goals for your different campaigns. The GDN has three different ways of setting bids (Automated bidding, custom bids & bid adjustments). Custom bids allow you to set bids for individual targeting methods within your ad group. Otherwise bid adjustments can be enabled, allowing you to increase/decrease your bids by a certain percentage (from -90% to +900%).

Video Exchanges – GDN & DBM both allow you to run video ads on YouTube in the following formats – in-stream, in-search & in-display on AdWords and in-stream & In-display on DBM. In addition to TrueView, DBM allows for video advertising on more than 35 exchanges with reasonable CPMs as well as video advertising with more premium brands.

Device Targeting – DBM allows you to target specific devices (desktop, smartphone, tablet & smart TV) or the environment where your ad will appear (desktop/mobile web, mobile app or mobile interstitial). Targeting these specific devices or environments on DBM is very simple as it requires you to simply segment your targeting by device/environment. GDN on the other hand requires you to use bid modifiers to reduce spend by a certain percentage on a particular device making it much less flexible.

Data Management Platform (DMP) Integration – For those that want to go a step further with your audience targeting, DBM offers DMP integration. DMPs essentially combines first and third party data to help you identify audience segments amongst your customers so that you can ensure you provide the most tailored customer experience.

If you need any help with the systems our Adops team is here for you. Read more about our services here.

Source: Google

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