Is Google Ads a DSP?
Not in the usual sense. Google Ads is Google's self-serve platform for buying Google inventory and the Google Display Network. Google's demand-side platform is Display & Video 360, which also bids on third-party exchanges.
How they differ
- Google Ads: buys Search, YouTube, Google Play, Gmail and the Google Display Network. Google says Display campaigns can reach people across 35 million websites and apps, plus YouTube and Gmail.
- Display & Video 360: Google describes it as its demand side platform. It lets buyers bid on or exclude impressions from dozens of third-party exchanges, and buy YouTube inventory, from one tool.
Correcting a common myth
Google Ads does not sell only Google-owned placements. The Display Network includes millions of partner websites and apps. What it lacks, compared with a DSP, is access to many outside exchanges and the deal types enterprise buyers use.
In practice
Most app and game advertisers do not need a DSP to start. Google’s App campaigns, run in Google Ads, already serve ads across Google Search, Google Play, YouTube, the Display Network and other apps. A DSP becomes worth a look when you buy at scale across many exchanges, or want programmatic deals beyond Google’s own networks.
See how we run App campaigns on our Google Ads agency page.
Related Google Ads questions
- How much does it cost to start Google Ads?
- How do Google Display ads grow marketing results for advertisers?
- Why is Google Ads a viable option?
- How long does it take for Google Ads to work?