Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.
When invoking
On
first use
, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On
subsequent use
or when the user asks to skip, go directly to the main output.
What Is Display / Banner
Ad networks
Aggregate inventory from many publishers; buy placements programmatically or via direct deals
Banner ads
IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
Programmatic
Automated buying via DSPs; real-time bidding (RTB); audience targeting
Formats
Format
Use
Display banner
IAB sizes; CPM or CPC; brand, retargeting
Native
Blends with page content; higher engagement
Video pre-roll
Pre-roll on publisher video; see
ctv-ads
for streaming
Rich media
HTML5; expandable, interactive
Mobile interstitial
Full-screen between content
Buying Options
Option
Use
Google Display
Part of Google Ads; automated placements; retargeting
Programmatic DSP
The Trade Desk, Magnite, etc.; audience-based; scale
Direct publisher
Deal with specific site; guaranteed placement
Ad network
Network aggregates inventory; simpler than full programmatic
Metrics
Metric
Use
CPM
Cost per thousand impressions
CPC
Cost per click
CTR
Click-through rate; typically low for banners (0.1–0.5%)
Clear CTA; minimal text; brand visible in 3 seconds
UTM
Use
utm_medium=display
or
cpc
with
utm_source
(publisher or network name) for attribution. See
traffic-analysis
for GA4 alignment.
Pre-Launch Checklist
Creative in required sizes
Landing page aligned with ad message
UTM parameters set
Retargeting audience defined (if applicable)
Viewability target set