Google Ads Vs Programmatic ads platforms

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Feature

Google Ads

Programmatic platforms

Fees

No set up & media fee

Set up & media fees on spends

Inventory

Limited

Large inventory (wider reach)

Programmatic Buying

Not available

Available

Frequency Cap

By day/By Week

By hour & minute

Bid Type

CPC, CPM & CPV

CPM preferred

Creatives

Image, Banner, GIF, Responsive, Video ads

Rich media, HTML5, Native, Video ads

Targeting

Keywords, Placements, Affinity, In-market, Topics

1st & 3rd Party, Affinity & In-market, Custom Lists, Behaviour Targeting 

1st & 3rd Party Data

Not available

Available

Dynamic Creative Optimization (DCO)

Not available

Available

Auctions & Deals

Not available

Open Auction, Private Auction, Preferred deals, Guaranteed deals

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