Programmatic vs. Display Network

Question:

Hi! Curious to know your thoughts on programmatic ad buying. As far as I can tell, most of the programmatic companies also use the GDN and/or DoubleClick, along with a few other affiliates. (At least the ones that we've spoken with so far, I could be totally wrong here!)

The only difference that I can see is that there is usually a fancy dashboard that makes it easier for client reporting.

Do most of you do both, or do you prefer GDN? Are there any benefits to using a programmatic ad buying company of some sort?

Answer:

Our agency operates our own platform and prefers programmatic over the GDN. We do access inventory from GDN along with about 10 other ad networks. Even though we are paying CPM as opposed to CPC, we really like having the extra targeting and access to pretty much the entire internet. Plus, we don't have to worry about click bots and other fraudulent spend.