Programmatic Ads vs. Direct Buying: Which to choose?

Programmatic buying and direct buying are different methods used to buy display-advertisement inventory. When display advertisement became a thing in the 1990s, advertisers bought ad space in bulk by striking deals with publishing websites. This expensive method is called direct buying. Things have changed. These days, advertisers can use software to purchase ad space with the help of data as opposed to traditional manual methods like human negotiation, manual insertion orders, etc. This method is called programmatic advertising and...

Arvind Kesh

direct buying › 4 min read

Programmatic advertising vs Google Display Network: Which one should you choose?

In the advertising world, there is much confusion about the difference between programmatic advertising and the Google Display Network (GDN). After display advertising became a thing, it was ad networks like GDN that helped advertisers to connect with many publications. But for almost a decade, programmatic advertising has grown to become the number one way to buy display ad space. Now, programmatic advertising accounts for 82.5% of total digital as spend. [Source: eMarketer] For starters, the most important thing...

Arvind Kesh

Google Display Network › 5 min read