What is Display Advertising?

Display advertising is a media format where graphic or video creatives are shown to users on websites, in apps, and across ad networks without a search query. Each view counts as an impression; a banner tap counts as a click. In arbitrage, display is used for reach, retargeting, and scaling funnels after initial tests in social or push.

Formats and delivery

Common creatives include static and HTML5 banners, rich media, in-banner video, and mobile interstitials. Delivery runs through advertiser ad servers, DSPs, and networks (Google Display Network, programmatic SSPs). Sizes follow IAB standards: 300×250, 728×90, 320×50, and others.

Buying and billing

Primary models are CPM (cost per thousand impressions) and CPC. Some platforms optimize toward CPA/ROAS while billing remains impression- or click-based. Media buyers compare CPC to EPC and final ROI in the tracker, not only CTR in the ad account.

Compared to other channels

Search — keyword-triggered, high intent; display — reach and reminder.
Native — blended into content; display — explicit banner placements.
Social in-feed — feed format; display — third-party sites and app inventory.

Limitations

Lower intent, ad fatigue at high frequency, ad blockers, and cookie restrictions weaken pixel attribution. Inventory quality (viewability, fraud) heavily affects bounce rate and CR. Creative and landing policy is a separate risk for nutra, finance, and gambling verticals.