You might be scratching your head thinking, but doesn’t the Google Display Network do all this? And the answer is, well yes and no.
Imagine you’re selling your house and the two advertising options are the hypothetical sales methods you could use. If you pick the Google Display method, you’d be selling your house in an open auction via an auctioneer, where buyers would compete against lots of other people to win – which is great. But if you pick the Programmatic method, you’d have the ability to be in a private room, negotiating directly with the buyers your agent has invited to this exclusive event. And these buyers were chosen not only because they could give you the greatest deal, but because they would be the best fit for your beautiful home.
The key lies in the “auction room”.
Programmatic gives you much greater levels of control and targeting around where ads are placed; from private auctions to Digital Billboards (Digital Out Of Home or OOH as it’s otherwise known) through to guaranteed deals with specific publishers and media networks.