Display advertising is a form of online advertising that involves placing visual ads, such as banners, images, or videos, on websites, apps, or social media platforms. These ads are typically displayed to users as they browse the internet or interact with digital content, and they can appear in various formats, sizes, and placements across the web.

Key aspects of display advertising include:

1. Ad Formats: Display ads come in a variety of formats, including banner ads, interstitial ads, native ads, video ads, and rich media ads. Each format offers different visual elements, interaction options, and user experiences.

2. Targeting Options: Advertisers can target their display ads to specific audiences based on factors such as demographics, interests, behavior, location, and browsing history. This allows them to reach relevant users who are more likely to be interested in their products or services.

3. Placement and Placement Targeting: Display ads can be placed on specific websites, within certain content categories, or alongside relevant keywords or topics. Advertisers can use placement targeting to select the websites or placements where they want their ads to appear.

4. Retargeting and Remarketing: Display advertising enables advertisers to retarget users who have previously visited their website or interacted with their brand. By displaying ads to these users as they browse other websites or platforms, advertisers can remind them of their products or services and encourage them to return and complete a purchase.

5. Ad Auctions and Bidding: Display advertising often involves real-time bidding (RTB) in ad exchanges or ad networks, where advertisers bid on ad inventory in automated auctions. The highest bidder’s ad is then displayed to the user, and they are charged based on the bidding model (e.g., cost per click, cost per impression).

6. Performance Tracking and Optimization: Advertisers track the performance of their display ads using metrics such as impressions, clicks, click-through rate (CTR), conversions, and return on investment (ROI). They use this data to optimize their campaigns, refine targeting, adjust bidding strategies, and improve ad creatives for better results.