{"id":12734,"date":"2018-07-04T00:00:00","date_gmt":"2018-07-04T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/google-ads-vs-google-display-038-video-360\/"},"modified":"2026-02-26T13:38:04","modified_gmt":"2026-02-26T13:38:04","slug":"google-ads-vs-google-display-038-video-360","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/google-ads-vs-google-display-038-video-360\/","title":{"rendered":"Google Ads Vs Google Display 038 Video 360"},"content":{"rendered":"

The former AdWords Display Network (GDN) vs DoubleClick Bidmanager (DBM)<\/h2>\n

But first, an update on the new brand names of the systems<\/h3>\n

In June 2018, Google did a major rebranding. Google AdWords and the Google Display Network (GDN) becameGoogle Ads.<\/strong>The DoubleClick Bidmanager (DBM) becameGoogle Display & Video 360<\/strong>and its functions have been integrated even deeper into the Google Marketing Platform.<\/p>\n

Google AdWords and Google Display Network (GDN) become Google Ads<\/h3>\n

\"GoogleAbout theGoogle AdWords<\/a>For a long time, the advertising system has not only been able to book Google search advertising – that is, text ads in the search results – but also display ads in a wide variety of banner formats and video formats (including lightbox or responsive ads). In the new Google Ads system, the advertising options have now been expanded even further and additional advertising formats have been integrated. According to Google’s latest announcement, even Google Shopping ads will be expanded to the Display Network. Google Ads will be a very powerful system and will (apparently) remain free.<\/p>\n

<\/h3>\n

DoubleClick Bidmanager (DBM) becomes Google Display & Video 360<\/h3>\n

\"DoubleThe DoubleClick Bidmanager is the DSP (Demand Side Platform) of the Google Marketing Platform (GMP). This controls the programmatic purchasing of display, video and native ads. Google Display & Video 360 has some new functions in campaign and audience management as well as new analysis and interface functions that enable more efficient work and better results.<\/p>\n

<\/h3>\n

The big comparison: Google Ads (AdWords GDN) vs. Google Display & Video 360 (DoubleClick DBM)<\/h2>\n

We have broken down the differences by area below:<\/p>\n

inventory<\/h3>\n

The available inventory determineswhere<\/strong>Advertising can be played anywhere!<\/p>\n\n\n\n\n\n\n\n\n
<\/td>\nAdWords\/GDN (Google Ads)<\/strong><\/td>\nDoubleClick DBM<\/strong>(Display & Video 360)<\/strong><\/td>\n<\/tr>\n
Display inventory<\/strong><\/td>\nExclusively GDN via Google
\nAdExchange and cross-exchange for remarketing
\nNo access to premium inventory<\/td>\n		The longest range in RTB
\nConnection to all Adexchanges
\nAccess to private deals via PMPs
\n(Private Marketplaces) incl.
\nProgrammatic Guaranteed and Audience Guaranteed Deals<\/td>\n<\/tr>\n
Video inventory<\/strong><\/td>\nYouTube and GDN<\/td>\nYouTube, GDN and everything
\nvia Adexchange and Deals
\noffered video inventory<\/td>\n<\/tr>\n
GMail<\/strong><\/td>\nGMail Ads<\/td>\n–<\/td>\n<\/tr>\n
Programmatic audio<\/strong><\/a><\/td>\n–<\/td>\nProgrammatic Audio Campaigns available since 2018<\/td>\n<\/tr>\n
Inventory quality and fraud detection<\/strong><\/td>\nPublisher Quality Team and Technology from Google\n

Opt-out options in AdWords for sensitive content via website categories<\/p><\/td>\n

Comprehensive protective measures, analyzes and reports through to the integration of 3rd-party verification services<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h3>\n

Advertising materials\/creatives<\/h3>\n

What types of advertising materials<\/strong>can be played on the platforms.<\/p>\n\n\n\n\n\n\n\n\n
<\/td>\nAdWords\/GDN (Google Ads)<\/strong><\/td>\nDoubleClick DBM<\/strong>(Display & Video 360)<\/strong><\/td>\n<\/tr>\n
Display formats<\/strong><\/td>\nText ads
\nBanners (all standard formats
\nand responsive ads)
\nGMail Ads<\/td>\n		Banners (all standard formats and almost all special formats)<\/td>\n<\/tr>\n
Dynamic advertising materials<\/strong><\/td>\nDynamic remarketing with limited design options<\/td>\nDynamic remarketing with completely custom templates
\nvia DoubleClick Rich Media (DRM).dynamic advertising materials<\/a>not only for remarketing but also with other 1st and 3rd party data (customer status, weather, affinities, day of the week and time, etc.)<\/td>\n<\/tr>\n
Native Ads<\/strong><\/td>\nAutomatically integrated into responsive ads
\nCan be used for display network, YouTube and GMail<\/td>\n		Native Ads available since 2017
\nNative video ads since 2018<\/td>\n<\/tr>\n
Video formats<\/strong><\/td>\nTrueView In-Stream Ads
\nTrueView Video Discovery Ads
\nBumper ads
\nOut-stream ads<\/td>\n		YouTube TrueView
\nYouTube bumper ads
\nPre\/mid\/post roll
\nNative video
\nOutstream
\nVertical video<\/td>\n<\/tr>\n
Audio formats<\/strong><\/td>\n–<\/td>\nPre-Stream Audio Ad
\nIn-stream audio ad
\nAudio ad and display<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h3>\n

Bidding & Targeting<\/h3>\n

These options represent thatTargeting and bid optimization<\/strong>available.<\/p>\n\n\n\n\n\n\n\n\n\n\n
<\/td>\nAdWords\/GDN (Google Ads)<\/strong><\/td>\nDoubleClick DBM<\/strong>(Display & Video 360)<\/strong><\/td>\n<\/tr>\n
bidding<\/strong><\/td>\nBidding algorithms that are optimized primarily for the lower funnel and deliver low CPMs and CPCs<\/td>\nBidding algorithms that have apparent weaknesses in the lower funnel, but already allow bidding modifiers and further optimizations, see Complexity
\nAlgorithm can be optimized according to:Favor Spend:<\/strong>entire budget is spent taking the goal into account (e.g. minimize CPC)Favorite goal:<\/strong>Algorithm optimized for target achievement (e.g. CPC of x euros) without a focus on budget<\/td>\n<\/tr>\n
Purchasing types\/optimization<\/strong><\/td>\nTypes of purchases:<\/strong>– CPM
\n-CPC
\n– CPV (for YouTube)
\n– CPE (Lightbox Ads)Optimization on:<\/strong>– Target CPA
\n– Target ROAS
\n– Maximize clicks
\n– Visible CPM
\n– manual CPC (auto-optimized)<\/td>\n		Types of purchases:<\/strong>– CPM
\n– viewable CPM
\n– CPV (for YouTube)Optimization on:<\/strong>-CPA
\n-CPO
\n-CPI
\n-CPC
\n– viewable CPM
\n– Video complete in View Audible
\n– Video time on screen 10 seconds<\/td>\n<\/tr>\n
Frequency cap<\/strong><\/td>\nNo cap or single-level restriction on day, week or month per ad\/ad group or campaign<\/td>\nGranular control of frequency caps on campaigns, insertion orders & Line item level, e.g. FC 18 for the duration of the campaign but max 3x\/day…<\/td>\n<\/tr>\n
Targeting 1st party data<\/strong><\/td>\nWebsite visitors (AdWords \/ Analytics Pixel),
\nYouTube users,
\nCustomer email addresses,
\nMobile app users<\/td>\n		DoubleClick floodlight
\nAdWords Audiences
\nAnalytics 360 Audiences
\nYouTube Audiences
\nand Facebook Custom Audiences (via DS)
\nand all DMPs
\nand data import<\/td>\n<\/tr>\n
Targeting 2nd party data<\/strong><\/td>\n–<\/td>\nUse via Deals or Floodlight\n

Use to adapt advertising materials via Publisher Pass<\/p><\/td>\n<\/tr>\n

Targeting 3rd party data<\/strong><\/td>\nGoogle data (demographic, affinities, in-market)
\nCustom Intent<\/td>\n		Google data (demographic, affinities, in-market)
\n– Custom Affinities
\n– Custom Intent
\n– All well-known 3rd party data providers available
\n– Additional data providers can be linked<\/td>\n<\/tr>\n
additional targeting categories<\/strong><\/td>\n– Placements
\n– Content (topics, keywords)
\n– Devices \/ device models
\n– Operating system
\n– Cellular provider\/WiFi
\n– Advertising scheduler
\n– language<\/td>\n		– Apps\/URLS
\n– Keywords
\n– Content Categories
\n– Environment
\n– Viewability
\n– language
\n– Geography, Business Chain & Proximity (Hyperlocal Targeting)
\n-Day & Time
\n– Demographics
\n– Browsers
\n-Device
\n– Connection speed
\n– Carriers & ISP<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h3>\n

Data and Audiences<\/h3>\n

The data stack describes how audience data can be collected within the system itself.
\nThe raw data, how collected data can be used for detailed analysis, migration and further use.<\/p>\n\n\n\n\n\n\n\n\n
<\/td>\nAdWords\/GDN (Google Ads)<\/strong><\/td>\nDoubleClick DBM<\/strong>(Display & Video 360)<\/strong><\/td>\n<\/tr>\n
Data stack<\/strong><\/td>\nAdWords Pixel: good but limited<\/td>\nDoubleClick Floodlight: individually customizable, can replace a DMP, can be used across channels (e.g. newsletter tracking)<\/td>\n<\/tr>\n
Raw data<\/strong><\/td>\nVia Ads Data Hub<\/td>\nvia Ads Data Hub<\/td>\n<\/tr>\n
Social<\/strong><\/td>\n–<\/td>\nSynchronization of Facebook Audiences and DoubleClick Audiences in both directions;
\nAuto Tagging, Reporting & Attribution (via DS)<\/td>\n<\/tr>\n
DMP, Audience Sharing<\/strong><\/td>\n–<\/td>\nConnection to all well-known DMPs and the Google Marketing Platform (GMP)<\/td>\n<\/tr>\n
Connectivity<\/strong><\/td>\nMainly used by search management tools<\/td>\nAlmost all major tools have connectivity to DoubleClick \/ Display & Video 360<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Analysis and reporting<\/h3>\n

How do the systems represent the performance data?<\/p>\n\n\n\n\n\n\n\n
<\/td>\nAdWords\/GDN (Google Ads)<\/strong><\/td>\nDoubleClick DBM<\/strong>(Display & Video 360)<\/strong><\/td>\n<\/tr>\n
Runtime analysis<\/strong><\/td>\nOverview of performance data across predefined dimensions & Segments<\/td>\nComprehensive overview of performance data and other information such as pacing, viewability and much more directly in the controller<\/td>\n<\/tr>\n
Reporting<\/strong><\/td>\nIn the AdWords interface or via the limited report editor
\nGoogle Analytics
\nGoogle Data Studio
\nlimited API<\/td>\n		In the tool
\nGoogle Analytics & 360
\nGoogle Data Studio
\nComprehensive detailed reports, dimensions and metrics both in the tool and via API (e.g. audience availability, cross-xxx, xxxdaten-inschau-report, …)<\/em><\/td>\n<\/tr>\n
Customer Journey & Attribution modeling<\/strong><\/td>\nlimited to AdWords pixels, single channel viewing
\nIn Analytics on a click basis<\/td>\n		all DoubleClick channels including organic search, multi-channel viewing, including view attribution<\/td>\n<\/tr>\n
Google Attribution free & 360<\/strong><\/td>\nConnection to Google Attribution for both measurement and bid optimization<\/td>\nConnection to Google Attribution for both measurement and bid optimization<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Handling and special features<\/h3>\n

How are the systems to be operated and what special features do they offer?<\/p>\n\n\n\n\n\n
<\/td>\nAdWords\/GDN (Google Ads)<\/strong><\/td>\nDoubleClick DBM<\/strong>(Display & Video 360)<\/strong><\/td>\n<\/tr>\n
Usability<\/strong><\/td>\nSeemingly simple, usable by everyone, wide range of training, tips, agencies and specialists<\/td>\nMore complex: you have to know what you are doing in order for it to develop its power. Not everyone who claims to be able to do it is really an expert (feel free to ask usTraining<\/a>, onboarding or full service!)<\/td>\n<\/tr>\n
Special feature<\/strong><\/td>\nAdWords Scripts offers the ability to automate simple processes or repeated processes using JavaScript. Many basic scripts are available, do not require any programming knowledge and can be used directly. The use of external data sources\/libraries significantly increases the range of applications.\n

Store visits – measurement of store visits<\/p><\/td>\n

Integration of all digital channels\n

A\/B testing targeting and bidding strategies<\/p><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Costs and budgets<\/h3>\n

How are the tool costs calculated and at what budgets does DoubleClick pay off?<\/p>\n\n\n\n\n\n\n
<\/td>\nAdWords\/GDN (Google Ads)<\/strong><\/td>\nDoubleClick DBM<\/strong>(Display & Video 360)<\/strong><\/td>\n<\/tr>\n
Cost<\/strong><\/td>\nIntransparent: many believe it is free – but in fact the tech fees are implicitly included in the CPM<\/td>\nTransparent: Tech fees are explicitly shown, but budgets and CPMs are managed gross<\/td>\n<\/tr>\n
Minimum campaign budget<\/strong><\/td>\nCan be used with any budget size<\/td>\nTheoretically none, but the DBM develops the power from a reasonable budget<\/td>\n<\/tr>\n
Availability<\/strong><\/td>\nAnyone viaadwords.google.com<\/a><\/td>\nOwn license with data ownership exclusively via certified GMP sales partners (i.e. us,-)
\nUsed by agenciesLicenses<\/a>do not inherit data ownership and do not allow customers their own access. More aboutGDPR<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Conclusion:<\/h3>\n

For a quick overview, we have briefly summarized the most important assistance here:When definitely DoubleClick DBM \/ Google Display & Use Video 360?<\/strong><\/p>\n