Paid Ads: Display / Banner#

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#

FormatUseDisplay bannerIAB sizes; CPM or CPC; brand, retargetingNativeBlends with page content; higher engagementVideo pre-rollPre-roll on publisher video; see ctv-ads for streamingRich mediaHTML5; expandable, interactiveMobile interstitialFull-screen between content

Buying Options#

OptionUseGoogle DisplayPart of Google Ads; automated placements; retargetingProgrammatic DSPThe Trade Desk, Magnite, etc.; audience-based; scaleDirect publisherDeal with specific site; guaranteed placementAd networkNetwork aggregates inventory; simpler than full programmatic

Metrics#

MetricUseCPMCost per thousand impressionsCPCCost per clickCTRClick-through rate; typically low for banners (0.1–0.5%)Viewability% of impressions actually seenCompletion rateFor video; % who watch full ad

Creative#

• IAB sizes: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
• File types: Static image, animated GIF, HTML5
• Message: 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

Related Skills#

• paid-ads-strategy: Ad formats by medium; when to use display
• google-ads: Google Display Network; retargeting campaigns
• traffic-analysis: UTM for display; attribution
• analytics-tracking: Conversion tracking; viewability