{"id":12673,"date":"2015-01-21T00:00:00","date_gmt":"2015-01-21T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/what-is-the-difference-of-rtb-and-gdn\/"},"modified":"2026-02-26T13:37:56","modified_gmt":"2026-02-26T13:37:56","slug":"what-is-the-difference-of-rtb-and-gdn","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/what-is-the-difference-of-rtb-and-gdn\/","title":{"rendered":"What Is The Difference Of Rtb And Gdn"},"content":{"rendered":"<h2>Excursus: What is the GDN<br>\n<\/h2>\n<p>The Google Display Network (GDN) also provides the option to book &ldquo;normal&rdquo; display advertising (as opposed to search\/search engine campaigns) via the AdWords booking system. Text, banners and video ads can be booked on all platforms (websites) that make your advertising space (inventory) available in the Google AdExchange. This is largely done via Google&rsquo;s AdSense system for publishers, or inventory offered by (larger) publishers via their Supply Side Platform (SSP) to the AdExchange.<\/p>\n<h2>Advantages of GDN<br>\n<\/h2>\n<ul>\n<li>Many <strong><a href=\"https:\/\/e-dialog.group\/blog\/display\/das-online-targeting-kompendium-fuer-rtb\/\">Online targeting<\/a> options<\/strong>are equally available (remarketing, interest groups, demographics, context, similar groups, &hellip;) <\/li>\n<li>Text ads are also available possible (they actually often perform better than banners!)<\/li>\n<li>The placements are booked via the <strong>Google\/DoubleClick Ad Exchange<\/strong>&nbsp;with &ldquo;good&rdquo; reach<\/li>\n<li><strong>Simple handling<\/strong>, proven method<\/li>\n<li>Simple dynamization of advertising materials (remarketing) &ndash; no complex dynamization<\/li>\n<li>Lots of know-how in forums, support and potential Employees <\/li>\n<li><strong>The &ldquo;tool&rdquo; costs nothing<\/strong>, is simple and available to everyone (as opposed to additional technology and costs), no additional contracts <\/li>\n<\/ul>\n<h2>Advantages of RTB<br>\n<\/h2>\n<p>Advantages of the &ldquo;big brother&rdquo; RTB, depending on the DSP &ndash; demand side platform (we rely on the powerful <strong>DoubleClick Bid Manager<\/strong>):<\/p>\n<ul>\n<li>Placements \/ bidding on a <strong>variety of AdExchanges<\/strong> (instead of just one)<\/li>\n<li>therefore a significantly <strong>higher reach and therefore the chance<\/strong> to find the\n<ul>\n<li>right ones User <\/li>\n<li>reachable at the right time \/ purchase phase <\/li>\n<li>in the right environment <\/li>\n<\/ul>\n<\/li>\n<li>depending on the provider, for example, the <strong>facebook exchange (fbx)<\/strong> is also integrated or special provider for video inventory<\/li>\n<li>enriching the targeting and the bidding decision with significantly\n<ul>\n<li>more <strong>1st-party data<\/strong> (from your own site via tagging and Back office systems via upload or API)<\/li>\n<li>as well as <strong>3rd-party data<\/strong> (purchased information such as demographic data, TV sync, weather data, and much more)<\/li>\n<\/ul>\n<\/li>\n<li>The targeting can be adjusted even more finely (and more complex)<\/li>\n<li>complex <strong>dynamization of advertising media<\/strong>, not just for remarketing &ndash; not an easy one Dynamize<\/li>\n<li>advanced bidding optimization according to CPO, ROI, &hellip; (depending on the DSP\/tool used)<\/li>\n<li>In the case of&nbsp;<a href=\"https:\/\/e-dialog.group\/programmatic\/double-click\/\">DoubleClick<\/a>&nbsp;integration with the entire stack of the suite possible &ndash;&nbsp;<strong>customer journey analysis, attribution modeling and Bid optimization<\/strong><\/li>\n<li><strong>Data sovereignty<\/strong>: collected data belongs to the advertiser and can be used in greater depth (depends on the contract\/license &ndash; own account required! <em>Note: This is usually not the case with inherited agency accounts &ndash; with us as a reseller this is guaranteed!<\/em>)<\/li>\n<li>There is the possibility of &ldquo;<strong>Private Deals<\/strong>&rdquo;, i.e. placements for publishers who don&rsquo;t offer their inventory publicly <\/li>\n<\/ul>\n<p>So I would say: You can cover and learn a lot with the GDN &ndash; it&rsquo;s an ideal start! Once you reach a certain size and\/or professionalism, you go towards RTB, because this is the only way to successfully implement programmatic marketing concepts and campaigns.<\/p>\n<p>PS 1: Thanks to Alexander Friese and Christian Arold for their content contributions<\/p>\n<p>PS 2: Further information can be found on <a href=\"https:\/\/e-dialog.group\/blog\/display\/was-ist-eigentlich-programmatic-marketing-und-programmatic-buying\/\">Programmatic Marketing<\/a> and the&nbsp;<a href=\"https:\/\/e-dialog.group\/doubleclick\/\" target=\"_blank\" rel=\"noopener\">DoubleClick Suite<\/a> &ndash; <a href=\"https:\/\/e-dialog.group\/en\/contact\/\">Feel free to ask us if you want to get into the RTB and programmatic world<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the end of my article &#8220;How does Realtime Bidding (RTB) work&#8221; Gerald Dziersk asks: &#8220;Do GDN campaigns still make sense &#8211; compared to RTB?&#8221;\u00a0That&#8217;s a very good question! Here is our answer:<\/p>\n<p>The\u00a0GDN is the little brother of RTB because a lot of things take place there on a small scale.<\/p>\n","protected":false},"author":1,"featured_media":4804,"comment_status":"closed","ping_status":"open","sticky":false,"template":"post-old.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,446],"channel":[452],"goal":[460],"technology":[],"c-year":[71],"class_list":["post-12673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-campaigns","channel-display","goal-brand-awareness","c-year-71"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Is The Difference Of Rtb And Gdn - e-dialog<\/title>\n<meta name=\"description\" content=\"At the end of my article &quot;How does Realtime Bidding (RTB) work&quot; Gerald Dziersk asks: &quot;Do GDN campaigns still make sense - compared to RTB?&quot;\u00a0That&#039;s a very good question! Here is our answer: The\u00a0GDN is the little brother of RTB because a lot of things take place there on a small scale.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/blog\/what-is-the-difference-of-rtb-and-gdn\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is The Difference Of Rtb And Gdn\" \/>\n<meta property=\"og:description\" content=\"At the end of my article &quot;How does Realtime Bidding (RTB) work&quot; Gerald Dziersk asks: &quot;Do GDN campaigns still make sense - compared to RTB?&quot;\u00a0That&#039;s a very good question! 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