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Differences between RTB and Google Ads.

Many brands decide to include display or video ads in their digital marketing strategies - either to increase their visibility, get more conversions, etc.

Although Google Ads is one of the most known platforms to do this type of ads, there are also other ways to buy ad space, such as RTB or the direct purchase.

And even when all ads look the same to the users' eyes -in the sense that they are images or videos that try to catch their attention to make them clic on the banners-, the way the advertisers access that ad space can be very different. 
 
New technologies have allowed for the emergence of new ways to trade ad space different from the direct sale.. These new ways make it possible to buy and sell those spaces in an automated way, making the process more effient and offering new segmentation capabilities. 
 
The traditional ways as well as the programmatic ones have their own characteristics. In this post, we'll take a look at the main characteristics and differences of the three main ways to access the ad space offered by the publishers:
  • Direct buying
  • Real Time Bidding
  • Google Display Network

Different ways of buying ad space.

Direct purchase.

Direct buying is similar to what advertisers do with traditional media: paying a monthly fee and having their ads shown a certain amount of times. The purchase is based on CPM (cost per thousand impressions).
 
This is the most expensive model since it guarantees that brands will have their ads shown on a specific website a specific amount of times. This higher cost also implies that these advertisers have priority over other ad space purchase models.
venta-directa

Programmatic purchase.

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Real Time Bidding is a type of programmatic purchase where ad space is bought through a bidding system that takes place in real time. This is, the unsold inventory (the one the websites didn't manage to sell through direct sale) is offered via the SSPs (Supply Side Platforms). 
 
This buying model is cheaper than the direct one since it's made in real time and is automated. When it comes to RTB, it's not only about buying ad space but also about impacting your target audience no matter what pages they visit - thanks to the segmentation criteria used when creating the campaings in the DSPs (Demand Side Platforms).
If you want to know more about how the RTB process works, take a look at our post - where we explain everything.

Google Display Network.

Google Display Network is formed by all those websites that allow the insertion of banner ads. Through an agreement with the search engine, websites make available some ad space for Google to put third party ads. This way, every time an ad is shown on that page, the owner will get a comission.
 
These spaces are managed through Google Adwords, that has some segmentation criteria. The purchase of ad space using the Google Display Network is also considered prgrammatic.

Differences between RTB and GDN.

Both Real Time Bidding and GDN (Google Display Network) have some things in common, but there are some important elements that differenciate one model from the other

There are three main differences between RTB and Google Display Network: the network size, the preference to get the ad space and the options for video campaigns.
The size of the network.
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Google Ads only works with its own network (GDN). RTBMind, for example, works with more than 30 different networks. This gives advertisers the opportunity to appear in thousands of pager all around the globe.
 
Better ad placements.
Websites sell their ad space following this priority order
 
  1. Direct buying
  2. RTB 
  3. Google Display Network
Therefore, the ad space that is bought through RTB has priority over the one that's bought using Google Ads. 
More options for video ads.
campañas-de-video
If you want to do a video campaign, GND is quite limited to YouTube - since most of its partners don't offer the video format option. However, if you want to start a video campaign on other webs other than YouTube, RTB would be a better option since it has a bigger inventory for this type of format.
 
Other factors.
Not that long ago, another difference between Google Display and Real Time Bidding was the segmentation options. Google would only allow to segment audiences by interest or contextual. Nevertheless, it now allows to use combined audiences with first and third party data. 
 
Having different options to segment your audience is very important to reach your target audience and avoid wasting impressions. El Real Time Bidding permite segmentar por fecha y hora, localización, intereses, navegador, dispositivo, etc. En nuestro post sobre los segmentation criteria en campañas de RTB te explicamos con más detalle RTB campaigns.
RTBMind is a DSP that allows advertisers to build and manage their own RTB campaigns, with the great advantage of not having a minimum access fee. If you want to know more about RTB, don't hesitate to contact us.