{"id":21433,"date":"2020-01-28T16:30:01","date_gmt":"2020-01-28T16:30:01","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/display-network"},"modified":"2026-09-21T09:37:55","modified_gmt":"2026-09-21T09:37:55","slug":"display-network","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/display-network","title":{"rendered":"Display Network"},"content":{"rendered":"

\"Display Definition:<\/strong><\/p>\n

The Google Display Network<\/strong> is the collection of websites, applications and digital properties where Google Ads can show image, video and other advertising formats outside traditional search results.<\/p>\n

Google connects advertisers with advertising inventory from its own properties and participating publishers. The network is not a closed catalog with a fixed number of sites or applications, and not every space on a page is necessarily available to every campaign.<\/p>\n

Publishers may monetise particular placements through Google products, while advertisers configure campaigns, bids, audiences, content and placement criteria. Charging and publisher payment models depend on the product, format and bidding strategy and are not limited to cost per click or impression<\/strong>.<\/p>\n\n

Segmentation in the Display network<\/span><\/h2>\n

Targeting can use signals related to the audience, content and placement<\/strong>. Among other options, a campaign may use interests, demographics, eligible first-party lists, topics, content keywords or selected placements. Google may also expand or automate part of the selection according to the campaign objective and settings.<\/p>\n

Ads may appear on participating sites and applications and on particular Google properties, such as YouTube or Gmail, according to campaign type and available inventory. Selecting an audience does not mean controlling every page where an ad will appear, so placement reports, exclusions and brand safety settings need to be reviewed<\/strong>.<\/p>\n

Display can be used for reach, awareness, consideration, acquisition or remarketing. The usefulness of each approach depends on the objective, creative, measurement and targeting quality<\/strong>. An impression or click does not by itself show that the campaign generated an incremental conversion.<\/p>\n

<\/span>Advertising on the Display network<\/span><\/h2>\n

Display advertising<\/a> can use images, text, video and formats that adapt to different spaces<\/strong>. Responsive ads combine assets supplied by the advertiser to fit available inventory, while other formats retain particular dimensions or characteristics.<\/p>\n

The search network commonly responds to an expressed query, while Display reaches people as they consume content or use an application. This difference usually produces different patterns of impressions, clicks and conversions<\/strong>, but does not mean that all Display traffic is less qualified. A comparison needs to consider the objective, attribution, assisted conversions and post-visit quality.<\/p>\n

In Google Ads campaigns<\/a>, Display can operate independently or complement other activity. Performance evaluation should define conversions, review frequency, viewability, placements, audiences and costs<\/strong>, and confirm that measurement and consent match the configuration being used.<\/p>\n","protected":false},"excerpt":{"rendered":"

Definition: The Google Display Network is the collection of websites, applications and digital properties where Google Ads can show image, video and other advertising formats outside traditional search results. Google connects advertisers with advertising inventory from its own properties and participating publishers. The network is not a closed catalog with a fixed number of sites […]<\/p>\n","protected":false},"author":6,"featured_media":0,"template":"","encyclopedia-tag":[1232],"class_list":["post-21433","encyclopedia","type-encyclopedia","status-publish","hentry","encyclopedia-tag-programmatic-advertising"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/21433","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:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=21433"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=21433"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}