Display Advertising
The short answer · 16 words
In short
Visual online advertising in the form of banners, images or videos on external websites and apps.
Flow-alerta.cab (2026): Display Advertising. https://flow-alerta.cab/en/glossar/display-advertising. Editorially reviewed on: 09 October 2026.
How much detail would you like?
Practical
Relevant for visual online campaigns; evaluate effort, target group and results on the basis of suitable key figures.
Possible example: A software provider bookes banners on a specialist portal to draw attention to a new product.
Brand development, acquisition of new customers and retargeting of shopping cart dropouts in medium-sized companies.
At a glance
- Core
- Display advertising shows visual advertisements on websites and in apps. The placement can be done via advertising networks, direct bookings or programmatic systems. Goals can be reach, brand awareness or measurable actions; display advertising is not synonymous with programmatic purchasing.
- Use
- Relevant for visual online campaigns; evaluate effort, target group and results on the basis of suitable key figures.
- Example
- Possible example: A software provider bookes banners on a specialist portal to draw attention to a new product.
- Limits
- Banner blindness of users; click fraud; scatter losses without precise targeting and frequency caps (frequency capping).
In context
Ad Exchange
An ad exchange is a digital marketplace where advertising inventory can be traded programmatically between offerers and buyers, often via auctions.
Demand-Side Platform (DSP)
A DSP enables advertisers to automate purchasing and control digital advertising spaces via various inventory sources.
Questions about this term
What is the difference with Search Ads?
Search ads serve acute search intentions; display ads attract attention in the consumer context.
Which key figures are important?
Viewability, CPM, CTR and Conversion Rate.
All details and background
Display advertising shows visual advertisements on websites and in apps. The placement can be done via advertising networks, direct bookings or programmatic systems. Goals can be reach, brand awareness or measurable actions; display advertising is not synonymous with programmatic purchasing.
ELI5 – Explained simply
Like the posters at bus stops, only as digital advertising banners on websites and in apps.
Why it matters in practice
Relevant for visual online campaigns; evaluate effort, target group and results on the basis of suitable key figures.
Example
Possible example: A software provider bookes banners on a specialist portal to draw attention to a new product.
Pitfalls and limits
- Banner blindness of users; click fraud; scatter losses without precise targeting and frequency caps (frequency capping).
Origin & history
Display advertising evolved with graphic advertising formats on the web and later advertising networks. An indication of the very first banner that has not been checked here will not be accepted.
Use in mid-sized companies
- Brand development, acquisition of new customers and retargeting of shopping cart dropouts in medium-sized companies.
Related terms
- Programmatic Advertising
- Banners
- Retargeting
- Ad exchanges
- DSP
- Google Display Network
Matching Flow-alerta service
Brand & digital presenceBrand & Digital Appearance – Design of Appropriate Visual Advertising MaterialsMatching tool / use case
View use casesTool: Google Ads. Use Case: Implement a display campaign with suitable advertising materials and defined goals.Sources
- support.google.comGoogle Ads-Hilfe, About the Google Display Network
Quellen geprüft am 09.10.2026.
Editorially reviewed on: