Search Engine Land today pitted AdWords, Google Display Network (GDN), and programmatic display against each other in five categories of online targeting. The categories were: query-level data, location data, time, device targeting, and behavioral targeting. Programmatic display won in the device and behavioral targeting categories and split the win in the time and location data categories.
"Programmatic display buying has an advantage over AdWords and GDN on both the first-party and third-party behavioral side. First-party data in programmatic buying has the potential to be much richer than just retargeting..." wrote Search Engine Land.
Programmatic display ended the most points (four). AdWords finished with three points and GDN with two.