Google Display Network helps you display your ads across its entire network that has an audience of over a million. To reach your audience whose first-party data you already have or also to reach out to the audience whose data you do not have, the display ad campaigns are the best to show the ads across Google Display Network to your target audience. This is because you have the option to target the in-market and affinity audiences as well along with first party data.

According to most marketers, the Google Display Network works best for the top of the funnel audience (for brand awareness). However, there have been proved instances where with ‘your data’ segment or the first-party data, you can also use the GDN for retargeting campaigns as well. It is also to be noted that it is a ‘push’ kind of advertising and the audience you are targeting are not in the mode of shopping. The target audience is just visiting the website in the GDN for some other purpose - reading the blog, browsing or some other action. Now, you are displaying your ad telling them to take some action (shop or fill the form).

The entire Google Display Network can be categorized into two categories - 1. Google Owned & 2. Google Partnered. Google Owned websites include Google Finance, Blogger, Gmail, and YouTube. The Google partnered network are all the other websites except those in the first category.