{"id":15369,"date":"2019-07-23T12:04:53","date_gmt":"2019-07-23T10:04:53","guid":{"rendered":"https:\/\/yieldbird.com\/?p=15369"},"modified":"2024-07-22T19:27:14","modified_gmt":"2024-07-22T17:27:14","slug":"google-ads-vs-programmatic","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/google-ads-vs-programmatic\/","title":{"rendered":"Google Ads vs. Programmatic"},"content":{"rendered":"\n

Although this is probably hard to believe, Google\u2019s AdWords (now known as Google Ads) appeared as early as 2000, which would mean that this ecosystem is already of full legal age. In the beginning, advertisers were given the ability to target ads using keywords or excluding selected ones. Settlements were based on CPM<\/a>, and the statistics available to the advertisers provided only basic metrics such as CTR or the number of impressions. Since then, AdWords has come a long way, so the once available possibilities were merely a foretaste of what it offers advertisers today.<\/p>\n\n\n\n

Programmatic vs Google Ads<\/h2>\n\n\n


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Meanwhile, competitive platforms and ecosystems would appear (and disappear) \u2013 more or less used by a wider audience, but for a long time, AdWords<\/strong> was the king. Until Programmatic<\/strong> arrived. It used Real-Time Bidding<\/a>, which was created in the US in 2009, and since then, year after year, it has been capturing a larger and larger chunk of the advertising market. It is so effective at this that, in 2018, 83% of display advertising purchases in the United States, worth almost $50 billion, were made programmatically<\/a>. <\/p>\n\n\n\n

\"Google<\/figure><\/div>\n\n\n\n

In Poland, the market is not that mature yet, but we can no longer say that it is in its infancy. In 2018, it already constituted 31% of the market, and it is recording growths of several dozen percents year-on-year. It is expected that in 2020 this will be as much as 46%. In our opinion, this is only the beginning and Programmatic has the potential to become the first choice for most advertisers in Poland too<\/strong>. <\/p>\n\n\n\n

But, in order not to leave you asking \u201cwhy?!\u201d, in the next part of the text we will compare the possibilities of both ecosystems and try to explain a bit the reasons for which advertisers more and more often decide to shift their advertising budgets towards Programmatic.<\/p>\n\n\n\n

Inventory\/reach<\/h3>\n\n\n\n


Currently, Google Ads<\/em> offers access to all the pages linked to the Google display network system which, as of now, is more than 2 million pages that reach 90% of Internet users with their content. Not bad. However, Programmatic<\/em> does not limit itself to a single inventory provider. It offers access not only to Google\u2019s advertising network (through the Display&Video360 platform), but also to other ad exchanges<\/a> (such as AppNexus, AdForm, Rubicon Project, and recently also Amazon which wants to take over a part of the programmatic market with its own DSP), thanks to which the available inventory is much larger. Additionally, some publishers offer their most \u2018exclusive\u2019 advertising spaces (for example, ads on the home page) only if the purchase is made directly from the publisher (direct buying) or through advanced purchase models available in Programmatic.<\/p>\n\n\n\n

Targeting<\/h3>\n\n\n\n
\"Google<\/figure><\/div>\n\n\n\n


Both Google Ads and Programmatic<\/strong> offer very extensive capabilities of targeting<\/a>. These include such options as:<\/p>\n\n\n\n