If you’re advertising on the Google Display Network (GDN), you’re doing programmatic already.  Programmatic buying involves an automated buying process, typically paired with some sort of 1st– or 3rd-party targeting. If you’re already using GDN, though, you already know the platform’s limitations – and you may want to look further for your programmatic buying.

Why go beyond GDN?

If you want more inventory, you’re going to have to look beyond the GDN. About 40% of all programmatic inventory is sold through AdX, which is Google’s exchange. If you’re only using the GDN, that means you’re missing out on more than 60% of the buying opportunities! This could really make a difference when you’re using tactics like retargeting to get back in front of users quickly before they buy from another company.

1.     Creative Expansion

If you stick with the GDN, you’re limited to standard banners. To get really creative, you can use a wider variety of creative executions available outside of the GDN (though not every site will have availability). These extra types of banners include:

  • Expandables
  • Video
  • Advanced TV – Inventory through sources such as Roku and Samba TV

2.     Readiness to invest in higher-funnel tactics

Another advantage to programmatic buying on a different platform is that you’ll be able to buy space on specific sites. These are known as Private Marketplace deals (PMPs). Some important things to note about PMPs are:

  • Closed auction, typically with a floor price
  • Inventory gets filled in PMP before going to the open auction
  • Typically more expensive than the open auction, but lots of control
  • If you know the sites your users frequent, you can work with them to set up a PMP for you. Less commitment than an IO, and filled before the open auction
  • Associate your product with higher-quality sites

3.     Lookalike capabilities

The other advantage of programmatic buying beyond the GDN is that you can build a foundation with people with similar characteristics to your users. Here’s a good way to set your focus:

  • Use 3rd-party data, which is typically available to purchase through your DSP
  • If you know characteristics of your users, you can purchase against those qualities (demo, industry, HHI, job title, etc.)
  • Broader tactic, so reach people who are and who may not be in market (yet)
  • Make sure you’re top of mind when they’re ready to purchase

 

Are you ready to take the plunge into non-GDN programmatic buying? Let us know what you’re going to try in the comments!

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Sara Pfitzinger
Sara Pfitzinger has been in Chicago for about 2 years, prior to that, she was in the San Francisco Bay Area where she worked for Netflix and Esurance. At both companies, she managed display campaigns as well as some lead generation and affiliate management (Esurance only). While in California, she regularly went hiking with friends; in Chicago, she has started running again (so much easier without the hills!).