Google Display Network Vs Display & Video 360: Why It Matters?
Sep 3, 2020 by Director of Display & Video Advertising
Google Display Network Vs Display & Video 360: Why It Matters?
When determining which digital marketing agency will be your partner for life, it's incredibly important to consider if they are utilizing the best Ad Tech in the industry. If not, you could be losing out on a considerable amount of traffic, leads, and ultimately new customers to your business. It's no surprise that when it comes to Display and Video Advertising, Google provides some of the best advertising technology in the space. Google proudly sports two Display and Video products with Google Display Network (GDN) and Display and Video 360 (DV360). Though both are powerful tools for driving brand awareness and recognition, there are distinct differences between the Google Display Network and Display & Video 360 Platform.What is Display & Video Advertising?

- Banner Ads
- Interstitial Ads
- Rich Media Ads
- Video Ads
What is the Google Display Network (GDN)?
Google Display Network, or GDN, is Google’s network of websites that advertisers can run Display Ads on. Through the utilization of Google Display Network, you can target users using keywords, topics, in-market audiences, and affinity audiences. In-market and affinity audiences are captured using Google’s behavioral data and can be useful tools for finding your potential customers.What is Google Display & Video 360 (DV360)?

What is the difference between GDN & DV360?
Running your Display & Video Advertising on Google’s Display Network and Google’s Display Video 360 will differ significantly, though both drive outcomes in the same way. This is especially true in terms of Reach, Bid Management, 3rd-Party & Customer Data, Video Exchange, and Performance, which we will outline below.1. Reach The Google Display Network acts as more of the middleman between

2. Bid Management
DV360 gives advertisers access to premium inventory from highly trafficked sites across the world via direct deals with publishers and programmatic guaranteed buying opportunities. Google Display Network is limited to real-time bidding. There is no access to private auctions or direct buying opportunities.
3. 3rd Party & Customer Data
With DV360, advertisers can get access to over 35 third-party data providers to more accurately and effectively target your in-market shoppers. Advertisers relying on the Google Display Network do not have access to this third party data. DV360 also has full DMP (Data Management Platform) integration and access to customer data from SA360 campaigns, while GDN does not support DMP.
4. Video Exchanges
Google’s Display and Video 360 gives advertisers access to over 35 Video Exchanges. This is incredibly beneficial for clients or businesses who want to launch widely diversified video campaigns. For Video, Google’s Display Network is limited to the Youtube network and no other video exchanges.
Here you can see a full breakdown of the difference between Google Display Network and Display & Video 360:

Why Do You Need DV360?
Overall, DV360 is a more flexible, scalable, and powerful version of Google’s Display Network. It allows advertisers to truly harness the power of Display and Video through over 1 billion apps and websites, direct deals with publishers, third-party data providers, and a multitude of Ad and Video Exchanges. Google’s Display and Video 360 is the best ad tech in the industry for powering your Display advertisements. If you are interested in harnessing the true power of Display and Video Advertising through DV360, contact Click Here Digital today to learn how to get started!Related Blog Posts