With the increasing popularity in display and programmatic advertising, we are frequently being asked questions relating to what works best for higher education. What are the best strategies for display advertising? What metrics are the best KPIs to monitor? Should I buy direct placements on websites or serve ads using a network on websites?

One question that we’ve been running into more and more is:

[Tweet “Should I run ads on the Trade Desk or does the Google Display Network (GDN) work just as well?”]

In this blog, we give an overview of each platform, highlighting benefits, weaknesses and best scenarios for each use.

Google Display Network (GDN)

Display advertising in the Google Display Network (GDN) is perhaps the best starting point for advertisers who are looking for a self-serve entry-point into programmatic Display media. The GDN is Google’s ad network of AdSense publishers and it can be accessed via Google AdWords. GDN offers a variety of audience targeting tactics and in depth training manuals to educate advertisers on how to run Display ad campaigns in AdWords.

Below is an outline of the benefits, weaknesses and best use scenarios when comparing the Google Display Network (GDN) to other advertising platforms that exist in the marketplace:

BENEFITS:

• Multi-channel Display advertising across:
  • Desktop/Laptop/Tablet
  • Mobile
  • Social
  • Digital Video
  • Digital Radio
  • Native & Sponsored Content (coming soon!)
• Self-service tools and training material for marketers who want to manage display campaigns in-house
• Display ad builder for creating Display ads directly in the platform
• Seamless integration with Google Analytics for data analysis and campaign optimization
• Above average brand-safety measurements
• Variety of audience targeting tactics including:
  • Demographic Targeting
  • Geo-targeting
  • Contextual Targeting
  • Placement Targeting (i.e. specific website targeting)
  • Interest Targeting (i.e. behavioral targeting)
  • Similar Audiences targeting
  • List Targeting
  • Retargeting/Remarketing
• Bid management and optimization features
  • Ad frequency
  • Ad format
  • Creative
  • Geography
  • Site category
  • Position on page
  • Time of day
  • Day of week
  • Device type
  • Site placement

WEAKNESSES:

• Access to only one (1) ad network which can limit audience reach
• Audience targeting options are more basic and not as granular
• Optimization tools and features are somewhat limited
• Limited reach on social media and tier 1 website placements

GDN IS BEST FOR:

• Advertisers who are new to display advertising and/or have lean digital advertising budgets
• Advertisers who want a self-serve tool and only need more basic features
• Advertisers who want to manage their PPC and display ads on the same platform
• Advertisers who want to sync to Google Analytics for reporting and website audience list targeting

The Trade Desk (TTD)

The Trade Desk is an industry-leading DSP (demand-side platform), meaning it allows you to bid and buy ad inventory from ad exchanges or directly from select publishers. DSPs access multiple sources of inventory including GDN and also allow you to access both first and third party data for audience targeting. In addition, many DSPs offer more advanced programmatic advertising technology such as geofencing and IP address targeting.

Below is an outline of the benefits, weaknesses and best use scenarios when comparing The Trade Desk (TTD) to other advertising platforms that exist in the marketplace:

BENEFITS:

• Multi-channel access to all display advertising channels:
  • Desktop/Laptop/Tablet
  • Mobile
  • Social
  • Digital Video
  • Digital Radio
  • Native & Sponsored Content
• Access to a variety of ad networks & exchanges for maximum audience reach
• Access to Tier 1 websites and guaranteed inventory through Publisher Management Platform
• Access to real-time bidding (RTB) inventory for cost-effective campaign management
• Basic and advanced audience targeting capabilities. Advanced features include:
  • Look-a-like targeting
  • Search retargeting
  • CRM retargeting
  • IP address targeting
  • Geofencing
• Advanced audience segmentation and management through Data Management Platform
• Bid factoring for advanced bid management and advanced optimization features which include:
  • Ad frequency
  • Ad recency
  • Ad format
  • Creative
  • Geography
  • Site category
  • Position on page
  • Time of day
  • Day of week
  • Media source
  • Browser type
  • Device type
  • Operating system
  • Site placement

WEAKNESSES:

• Cannot manage Paid Search/PPC campaigns within the platform
• Unable to integrate with Google Analytics to use reporting and retargeting audiences
• Complex platform requires advanced skill-set and knowledge to run effective campaigns
• Limited training and best practice resources for education and campaign management

TTD IS BEST FOR:

• Advertisers who have larger digital advertising budgets and/or focused on brand awareness
• Advertisers who want more advanced targeting and optimization features
• Advertisers who want access to additional networks and website for larger reach
• Advertisers who want access to advanced programmatic technology like geofencing or IP address targeting

Have questions about display advertising? Don’t hesitate to reach out!