You might be familiar with Google Ads, and how simple it can be for anyone to set up ads with them. Technically speaking, Google Ads are a form of programmatic advertising, which is the automated buying and selling of digital ads. However, for the rest of the article, we will refer to Google Ads and Programmatic (with a capital P) advertising as separate entities.
The core differences between the two platforms lie in their marketplace. While Google ads run within a closed marketplace – placing ads exclusively on Google’s proprietary sites and a select group of partners with exclusive rights – Programmatic advertising uses an open marketplace. An open marketplace means digital publishers can sell their ad inventory to any media buyer on any digital media buying platform, not solely the Google Ads platform. This means Programmatic vendors can place ads on a vast array of websites that have opted to display digital advertisements, including popular sites like AllRecipes.com, Washington Post and People.com.
What else makes Programmatic advertising so compelling? For starters, it is excellent for generating conversions and achieving high ad impressions. Beyond that, the Programmatic space offers advanced targeting capabilities. Programmatic vendors, for example, boast high-tech targeting features, enabling advertisers to reach even sensitive demographics like race, sexuality, mental health, and veteran status. This granular targeting allows for highly effective campaigns that resonate with specific audiences, ensuring your message reaches those most likely to engage.
When comparing Programmatic advertising to Google, it is helpful to consider key distinctions:
- Marketplace: Google works in a closed market on Google proprietary sites, while Programmatic runs in an open market.
- Cost: Google Display is associated with low cost, while Programmatic tends to be more of an investment. However, the advanced targeting and reach often justify this investment.
- Technology: Google Display is “low tech” for targeting due to privacy and monopoly laws, but they often have responsive ad options (see our blog on responsive ads to learn more). Programmatic, on the other hand, is “high tech,” offering sophisticated tools for optimization, forecasting and targeting.
- Ad Formats: Both Google and Programmatic have display and video advertising. Thanks to the open marketplace, Programmatic allows for native ads, audio ads, and CTV ads (a.k.a. TV streaming). This versatility allows for a multi-channel approach, whether they are browsing an article, listening to a podcast or streaming a movie. Google still dominates the marketplace of search ads.
Programmatic advertising is best suited for brand awareness campaigns by reaching a high volume of people. Programmatic advertising’s ability to access a wide array of websites through an open marketplace and use high-tech targeting capabilities makes it an invaluable tool for any advertising strategy. At Russell Herder, our digital team can leverage Programmatic advertising to ensure your brand achieves its full potential.
