{"id":21403,"date":"2020-01-28T17:46:35","date_gmt":"2020-01-28T17:46:35","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/display-advertising"},"modified":"2026-09-18T10:18:30","modified_gmt":"2026-09-18T10:18:30","slug":"display-advertising","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/display-advertising","title":{"rendered":"Display Advertising"},"content":{"rendered":"<p><img decoding=\"async\" class=\"boxpad wp-image-79849 size-full alignright\" style=\"margin-top: 0;\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/publicidad-display-en.jpg\" alt=\"Display advertising\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/publicidad-display-en.jpg 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/publicidad-display-en-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Definition:<\/strong><\/p>\n<p><strong>Display advertising<\/strong> is a form of digital advertising that uses visual creatives distributed across placements on websites, applications and other connected media.<\/p>\n<p>It may combine images, text, video, audio or interactive elements. Unlike search advertising, its appearance does not necessarily depend on a query entered by a person but on available inventory and criteria such as context, audience, device or campaign configuration.<\/p>\n\n<h2>How display advertising works<\/h2>\n<p><strong>The advertiser defines the objective, creative, budget and delivery conditions, while publishers provide advertising placements or inventory.<\/strong> An ad server or platform selects which creative is displayed for each available opportunity.<\/p>\n<p>Inventory can be purchased directly from a publisher or through <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/programmatic-buying\">programmatic buying<\/a>. In the latter case, selection and bidding are automated according to campaign rules, inventory and permitted signals.<\/p>\n<p>Targeting may use page content, approximate location, device, the advertiser&#8217;s first-party data or audiences provided by the platform. The availability of these signals depends on permissions, technical configuration and applicable regulation.<\/p>\n<h2>Display advertising formats<\/h2>\n<p><strong>Display is not limited to a fixed-size banner.<\/strong> Common formats include:<\/p>\n<ul>\n<li><strong>Graphic banners:<\/strong> Static or animated creatives placed within a defined space. Sizes such as 300 \u00d7 250, 728 \u00d7 90 or 160 \u00d7 600 remain common references, although each publisher defines its inventory.<\/li>\n<li><strong>Responsive ads:<\/strong> They combine assets and adjust their composition to the available size and placement.<\/li>\n<li><strong>Rich media:<\/strong> These creatives incorporate animation, video, audio or interactive controls.<\/li>\n<li><strong>Display video:<\/strong> It plays audiovisual content within compatible pages, applications or players.<\/li>\n<li><strong>Interstitial:<\/strong> It occupies most or all of the interface during a transition and needs to provide clear closing mechanisms where appropriate.<\/li>\n<li><strong>Native advertising distributed as display:<\/strong> It adapts its presentation to the editorial environment but needs to be identified as advertising.<\/li>\n<\/ul>\n<p>Pop-up windows generated by a page are not necessarily display advertising. They may be elements belonging to the site itself, while display involves distributing a creative within advertising inventory.<\/p>\n<h2>How display advertising is measured<\/h2>\n<p>An impression indicates that an ad was served but does not show that a person had an opportunity to see it. <strong>Viewability measures whether the creative met minimum on-screen conditions.<\/strong><\/p>\n<p>In the <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7029393?hl=en\" target=\"_blank\" rel=\"noopener\">Active View documentation consulted in 2026<\/a>, Google Ads considers a display ad viewable when at least <strong>50% of its area remains on screen for a minimum of one second<\/strong>, following IAB and MRC criteria. This technical threshold does not demonstrate attention, comprehension or recall.<\/p>\n<p><a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/ctr\">CTR<\/a> relates clicks to impressions, but there is no suitable CTR for all display advertising. Results depend on the objective, format, inventory, creative, audience, device and measurement method. Comparisons need equivalent contexts.<\/p>\n<p>Cost may be expressed through <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/cpm\">CPM<\/a>, <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/cpc\">CPC<\/a> or other models. Reach, frequency, conversions and view-through conversions may also be analysed, bearing in mind that the selected attribution method changes the credit assigned to each contact.<\/p>\n<h2>Display advertising evaluation<\/h2>\n<p><strong>Display advertising supports visual communication, access to distributed inventory and delivery adapted to different contexts and audiences.<\/strong> It can be used to generate reach, present an offering, support consideration or run <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/remarketing\">remarketing<\/a> activities.<\/p>\n<p>These capabilities do not guarantee attention or results. A campaign may be affected by low viewability, saturation, excessive repetition, unsuitable placements, invalid traffic or discrepancies between measurement platforms.<\/p>\n<p>Targeting and remarketing also depend on available signals and privacy requirements. Inventory quality, brand safety, frequency and the attribution model need to be considered alongside clicks and conversions.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Definition: Display advertising is a form of digital advertising that uses visual creatives distributed across placements on websites, applications and other connected media. It may combine images, text, video, audio or interactive elements. Unlike search advertising, its appearance does not necessarily depend on a query entered by a person but on available inventory and criteria [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":79851,"template":"","encyclopedia-tag":[1232],"class_list":["post-21403","encyclopedia","type-encyclopedia","status-publish","has-post-thumbnail","hentry","encyclopedia-tag-programmatic-advertising"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/21403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media\/79851"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=21403"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=21403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}