DSP vs GDN... What's the Difference?

Both Demand-Side Platforms (DSPs) and the Google Display Network (GDN) allow advertisers to serve banner ads on websites and target campaigns based on audience demographics, interests, search history, etc. So what's the difference between them?

DSPs like The Trade Desk and Simpli.fi have far greater access to inventory and ad exchanges (including the Google AdExchange), along with more sophisticated optimizations and more robust reporting. Some DSPs offer integrations that allow advertisers to leverage unique tactics, like CRM retargeting, geofencing technology, or even real-time weather data. On the creative side, while GDN can run basic banner and video ads, most DSPs also accept audio, native display, and custom creatives. They also offer more video options through pre-roll, native video, and CTV inventory; GDN is limited to YouTube and Display Network partners.

Overall GDN is a good choice for small businesses that are already running search campaigns — the two networks are well-integrated and set up for novice media buyers. However, more sophisticated digital advertisers or agencies should generally be working with DSPs in order to maximize their campaigns' scale, efficiency, and performance.