The main differentiator is programmatic fills otherwise vacant inventory with audience/intent/etc placements and is not purchased through the publisher directly. To get to the definition you have to go back before ad networks existed. Companies owned a website, and you went to the 'ad sales' section of the website and negotiated packages with the company. You'd get ads placed for a limited amount of time and/or impressions, and the purchase was similar to what you'd do for a Newspaper or Print ad today. Then came ad networks. Publishers could add them in to give eyeballs to remanent inventory. Say they had 1 million visitors in a day, but only sold 500k impressions directly. The ad networks pick up the other 500k for the highest bidder (and the publisher makes more money). The networks started directly placing buys themselves, but quickly realized they could automate it to optimize performance for both advertisers and publishers - and thus multi-site and programmatic advertising was born. An advertisers could now say "get me as many impressions as you can for under $3 CPM" and the networks could go out across tens of thousands of sites, enter auctions, and deliver. After that, layering on third-party data, intent, etc. was just the natural evolution of ad network buys. So to that point, you can have a buy on the same site and one can be 'programmatic' and one cannot. I can buy direct from CNN.com for 1 million impressions. That's not a programmatic buy. I have selected exactly where I want the ads to serve and can negotiate if I want homepage, politics, etc. placement. I can also buy through an ad network, and when CNN has remnant inventory (inventory that has not been purchased direct) it will serve up in the auction, allowing it to get auctioned and placed by those various networks to the highest bidder. I can set preferences, whitelist placements, etc. but I'm not guaranteed to serve unless remnant inventory becomes available on those placements AND I want win the auction to get placed. The first is not a programmatic buy. The second is. Google search is not a programmatic buy because you are buying on a specific site (Google) with specific terms/phrases/etc. that you are directly negotiating with Google (within the platform). Google display is a programmatic buy because it runs on an ad network that fills remnant inventory across millions of publishers, but you are having no direct negotiations with said publishers. Youtube, purchased through Google ads platform, is not a programmatic buy because you have selected the broader site and are instead running on channels within it. If you run a digital video campaign through Trade Desk or another vendor, and YouTube is one of the channels available in the targeting set along with a hundred other OTT or streaming app networks, then it could be a programmatic buy. Basically programmatic refers to specifically how the inventory is getting placed (direct vs. through a network). The audience targeting, intent, etc. are all part of programmatic platforms but don't inform the definition. Answer from OddProjectsCo on reddit.com
Publift
publift.com › home › blog › programmatic vs display ads
Programmatic vs Display Ads
2 weeks ago - On the other hand, DSPs not only support all major ad formats but also have access to a greater range of ad inventories. For instance, with programmatic advertising, your video ads are not limited to Youtube or other websites associated with GDN.
Nativo
nativo.com › newsroom › programmatic-vs-native-display-advertising
Programmatic vs. Native Display Advertising
Programmatic is focused on efficiently buying ad space using automation and reaching the most relevant audience, while native display aims to create ads that provide value and blend organically into the platform's content.
Confused by 'Programmatic' Digitla Advertising vs. 'Non-Programmatic' Digital Advertising?
The main differentiator is programmatic fills otherwise vacant inventory with audience/intent/etc placements and is not purchased through the publisher directly. To get to the definition you have to go back before ad networks existed. Companies owned a website, and you went to the 'ad sales' section of the website and negotiated packages with the company. You'd get ads placed for a limited amount of time and/or impressions, and the purchase was similar to what you'd do for a Newspaper or Print ad today. Then came ad networks. Publishers could add them in to give eyeballs to remanent inventory. Say they had 1 million visitors in a day, but only sold 500k impressions directly. The ad networks pick up the other 500k for the highest bidder (and the publisher makes more money). The networks started directly placing buys themselves, but quickly realized they could automate it to optimize performance for both advertisers and publishers - and thus multi-site and programmatic advertising was born. An advertisers could now say "get me as many impressions as you can for under $3 CPM" and the networks could go out across tens of thousands of sites, enter auctions, and deliver. After that, layering on third-party data, intent, etc. was just the natural evolution of ad network buys. So to that point, you can have a buy on the same site and one can be 'programmatic' and one cannot. I can buy direct from CNN.com for 1 million impressions. That's not a programmatic buy. I have selected exactly where I want the ads to serve and can negotiate if I want homepage, politics, etc. placement. I can also buy through an ad network, and when CNN has remnant inventory (inventory that has not been purchased direct) it will serve up in the auction, allowing it to get auctioned and placed by those various networks to the highest bidder. I can set preferences, whitelist placements, etc. but I'm not guaranteed to serve unless remnant inventory becomes available on those placements AND I want win the auction to get placed. The first is not a programmatic buy. The second is. Google search is not a programmatic buy because you are buying on a specific site (Google) with specific terms/phrases/etc. that you are directly negotiating with Google (within the platform). Google display is a programmatic buy because it runs on an ad network that fills remnant inventory across millions of publishers, but you are having no direct negotiations with said publishers. Youtube, purchased through Google ads platform, is not a programmatic buy because you have selected the broader site and are instead running on channels within it. If you run a digital video campaign through Trade Desk or another vendor, and YouTube is one of the channels available in the targeting set along with a hundred other OTT or streaming app networks, then it could be a programmatic buy. Basically programmatic refers to specifically how the inventory is getting placed (direct vs. through a network). The audience targeting, intent, etc. are all part of programmatic platforms but don't inform the definition. More on reddit.com
12
4
August 11, 2024There are very few situations when programmatic display is a good idea... Change my mind
There’s a lot to unpack here but one thing I will say is that “prog display is full of unseen ads, bots, fraud, crappy 3rd party data” is definitely an outdated opinion, assuming you’re using a half decent agency to run your campaigns. I use DV/IAS pre and post bid on all my campaigns so have absolutely no issues with fraud, bots etc and from experience it’s incredibly easy to spot if there are any potential flags, even without DV/IAS. I also haven’t used 3rd party data in over 2 years and barely even done so before then. There are a few decent providers e.g. Nielsen, Bluekai etc. but I tend to stick with 2PD such as Google, Amazon & publisher owned data, as well as contextual targeting. I think a very large part of what you’re referring to will actually be down to what inventory you’re serving on. I choose to serve on quality and well known publishers via OMP, PMP & PG where viewability and other metrics tend to be pretty decent. If you’re serving on absolute crap websites and just overlaying a random audience layer then yes I agree this is potentially a badly run campaign. In terms of awareness/performance, display can be used as both. High impact/large ENGAGING banners can be a great way of getting your message in front of users, particularly in the right environment. Not to mention all of the rich media formats such as skins, scrollers etc. Performance wise, I think it can entirely depend on what you’re product is, yes display isn’t going to be perfect for every single vertical but you absolutely cannot ignore the impact that it does have on user journeys, any analytical source can show you that and to assume that a user is going to see one social/OOH/TV ad and convert/become brand loyal is absolutely bonkers. IMO display does have a place on most campaign plans but you really need to look at its role and how it can work alongside and strengthen other channels, there’s really no point in comparing it to social/PPC/OOH as it’s purpose and benefits are completely different. More on reddit.com
37
16
October 24, 2021Display: Dv360 vs Google Ads
I feel like you have some fundamental understandings of how programmatic tech stacks work to catch up on. Not judging, just pointing out that this question is sort of... I mean they're not really the same thing. GDN/Google Ads is an end to end display buying system, trading ease for control and performance. DV360 is a full DSP, intended to be part of a larger tech stack. It offers significantly more control, significantly more inventory sources, the ability to manage deals, etc. More on reddit.com
6
3
February 1, 2022Programmatic vs Google Ads Displaynetwork
at our agency we pay 15€ for 1000 contacts (CPM) for the programmatic campaigns. they use a medium rectangle 300x250 as an advertising medium and it is an open auction. We also run Google Ads campaigns ourselves, which are displayed on the same websites and use responsive ads. More on reddit.com
2
2
September 20, 2023Videos
06:16
What’s the Difference Between Display and Programmatic Display?
06:46
What are programmatic ads ? Programmatic vs Display ads? How to ...
03:37
What the Heck are Programmatic Display Ads? - Ask EZ - YouTube
09:50
Google’s Display Network GDN vs Programmatic Display (The Trade ...
05:50
Display Advertising, Explained. - YouTube
Outbrain
outbrain.com › home › programmatic › programmatic vs display network advertising: what’s the difference?
Programmatic Vs Display Network Advertising | Outbrain.com
May 28, 2024 - Here’s a deeper look at how programmatic advertising works. While display network advertising takes place on a single closed network, programmatic is a method of buying ad space on multiple ad exchanges at once.
Airtory
airtory.com › home › blog
Programmatic Vs. Display Network Ads: Which Is Better? - Airtory Blog
April 29, 2024 - Programmatic advertising involves working on a specific strategy while publishing ads. Display ads, on the other hand, are all about using particular ad formats, which are published via different display ad networks.
The AD Leaf
theadleaf.com › home › programmatic vs. display advertising: which is more effective for your business?
Programmatic vs. Display Advertising: Which Is More Effective for Your Business? | The AD Leaf® Marketing & Advertising Firm, LLC.
May 20, 2024 - Programmatic and display advertising ... online. Programmatic advertising uses automated technology to buy and place ads online, targeting specific audiences based on demographics, behavior, and interests....
Reddit
reddit.com › r/ppc › confused by 'programmatic' digitla advertising vs. 'non-programmatic' digital advertising?
r/PPC on Reddit: Confused by 'Programmatic' Digitla Advertising vs. 'Non-Programmatic' Digital Advertising?
August 11, 2024 -
Hi all, I am having a hard time understanding what 'programmatic' digital advertising actually is, and how it is different from non-programmatic digital advertising?
My ad stack is 6sense display ads, Youtube video, Google paid search, and FB and LI ads.
Every single one of the above ad channels runs ads dynamically based on the target audience, their level of intent, and where they are currently in the marketing funnel.
Given the dynamic nature of pretty much all ad platforms in 2024, I am really confused what the definition of 'programmatic' advertising is.
I see online 1 definition of programmatic advertising is "Programmatic advertising refers to the practice of automating media buying and creating digital ads with the use of marketing technology"
Since all ad platforms I use automate media buying, is the only difference between programmatic if the ads are created dynamically using these platforms, vs non programmatic would be using static ads?
Thanks.
Top answer 1 of 5
28
The main differentiator is programmatic fills otherwise vacant inventory with audience/intent/etc placements and is not purchased through the publisher directly. To get to the definition you have to go back before ad networks existed. Companies owned a website, and you went to the 'ad sales' section of the website and negotiated packages with the company. You'd get ads placed for a limited amount of time and/or impressions, and the purchase was similar to what you'd do for a Newspaper or Print ad today. Then came ad networks. Publishers could add them in to give eyeballs to remanent inventory. Say they had 1 million visitors in a day, but only sold 500k impressions directly. The ad networks pick up the other 500k for the highest bidder (and the publisher makes more money). The networks started directly placing buys themselves, but quickly realized they could automate it to optimize performance for both advertisers and publishers - and thus multi-site and programmatic advertising was born. An advertisers could now say "get me as many impressions as you can for under $3 CPM" and the networks could go out across tens of thousands of sites, enter auctions, and deliver. After that, layering on third-party data, intent, etc. was just the natural evolution of ad network buys. So to that point, you can have a buy on the same site and one can be 'programmatic' and one cannot. I can buy direct from CNN.com for 1 million impressions. That's not a programmatic buy. I have selected exactly where I want the ads to serve and can negotiate if I want homepage, politics, etc. placement. I can also buy through an ad network, and when CNN has remnant inventory (inventory that has not been purchased direct) it will serve up in the auction, allowing it to get auctioned and placed by those various networks to the highest bidder. I can set preferences, whitelist placements, etc. but I'm not guaranteed to serve unless remnant inventory becomes available on those placements AND I want win the auction to get placed. The first is not a programmatic buy. The second is. Google search is not a programmatic buy because you are buying on a specific site (Google) with specific terms/phrases/etc. that you are directly negotiating with Google (within the platform). Google display is a programmatic buy because it runs on an ad network that fills remnant inventory across millions of publishers, but you are having no direct negotiations with said publishers. Youtube, purchased through Google ads platform, is not a programmatic buy because you have selected the broader site and are instead running on channels within it. If you run a digital video campaign through Trade Desk or another vendor, and YouTube is one of the channels available in the targeting set along with a hundred other OTT or streaming app networks, then it could be a programmatic buy. Basically programmatic refers to specifically how the inventory is getting placed (direct vs. through a network). The audience targeting, intent, etc. are all part of programmatic platforms but don't inform the definition.
2 of 5
4
6Sense Display would be the only platform you mentioned that is "programmatic" in your stack. The other platforms will only serve on the respective sites, based on your targeting parameters, whereas 6Sense sense can serve on any one of their partner sites/networks and uses precise targeting to segment audiences with real data and in near-real time (RTB).
War Room Inc
warroominc.com › institute-library › blog › what-is-programmatic-display-advertising
What is Programmatic Display Advertising?
October 16, 2024 - Google Ads is a great example of a display ad network. Programmatic display advertising works the same as all programmatically traded ads, with the exception of the ads being banner ads only.
Elevation10k
elevation10k.com › home › marketing insights › differences in programmatic vs. display advertising
Programmatic vs. Display Ads | E10K
June 18, 2024 - In short, Google Ads is a platform with programmatic features, but those features are limited when compared to a true programmatic solution. Both systems offer auction-based ad placements, use display advertising to reach a specific audience, and target specific devices, geographics, demographics, interests, and behaviors.
Agilityads
agilityads.com › blog › programmatic-advertising-vs-google-display
Programmatic vs. Google Display: The Modern Advertiser's Choice - Agility - Precision Brand Advertising
Programmatic advertising leverages advanced algorithms and automation to ensure ads reach the right audience at the best time. This data-driven approach makes it more efficient than traditional display advertising, optimizing both ad spend and ...
Thundertech
thundertech.com › blog-news › what-s-the-difference-between-google-display-network-and-programmatic-advertising
What's the GDN vs. What's Programmatic Advertising?
Programmatic advertising is the technology marketers use to run display ads or native ads across the majority of the internet. Programmatic ad buying offers increased distribution and scale for ads at a higher budget.
AdPushup
adpushup.com › blog › ad tech & ad ops › programmatic display advertising simplified: an easy guide for publishers/advertisers
Programmatic Display Advertising 101: The Secret to Higher Conversions
September 30, 2025 - It can either be on top, left or right side, or in-between the page content. We call them display ads, and if the ad is displayed using technology instead of human negotiations, we call it programmatic display ads.
iMark InfoTech
imarkinfotech.com › home › programmatic vs display ads: what’s the key difference?
Programmatic vs Display Ads: What's the Key Difference?
April 23, 2025 - If your goal is to make a visual ... choice. On the other hand, programmatic (digital) advertising uses advanced technology to automate the buying, placement, and optimization of ads in real-time....
WebFX
webfx.com › home › blog › marketing › programmatic vs. display ads: definitions and differences
Programmatic vs. Display Ads: Definitions and Differences
Here’s an example of a display ad in the form of a banner ad: The terms programmatic and display refer to two different aspects of digital advertising. Programmatic refers to how ads are purchased and placed.
StackAdapt
stackadapt.com › resources › blog
Native Ads vs. Display Ads and When to Use Each | StackAdapt
July 15, 2025 - In general, the best way to use display ads is to leverage bold images, colours, and interactive elements to grab a user’s attention quickly and get them to click. You should use native advertising if your goal is to have a user perform a certain action after clicking on an ad. For example, read a piece of content on your blog, sign up for something, or make a purchase. Here are a few more specific scenarios when programmatic native could come in handy:
Amazon Ads
advertising.amazon.com › blog › programmatic-advertising
Programmatic Advertising - What It Is and How It Works | Amazon Ads
August 8, 2023 - While display ads are the ads themselves, programmatic advertising is the process of distributing these ads.
Search Engine Journal
searchenginejournal.com › sej › programmatic advertising
What Is Programmatic Advertising? How Does It Work?
April 22, 2024 - Display ads are typically colorful banners, videos, or other interactive media that catch your attention on websites and apps. Programmatic advertising, on the other hand, is considered the “behind-the-scenes” expert.
MNTN
mountain.com › home › programmatic advertising: what is it & how does it work?
Programmatic Advertising: What Is It & How Does It Work? - MNTN
March 13, 2025 - Advertisers can precisely target ... campaign. Display ads refer to a specific ad format (such as banners or rich media), while programmatic advertising is the automated method used to buy and place those ads....
eMarketer
emarketer.com › home › guide to programmatic advertising: channels, ad types, service models, and players
Guide to Programmatic Advertising : How it Works, Ad Types, and the Latest Data and Trends
August 27, 2024 - Any direct-sold inventory with fixed pricing and a predetermined, limited campaign window is not programmatic advertising. These more manual ad types are more time-consuming on both the buy and sell sides. US programmatic digital display ad spend will total $156.82 billion in 2024, according to a June 2024 EMARKETER’s forecast.