Programmatic and open web
Open web display
Display ads shown on independent websites and apps outside the big platforms, usually bought programmatically.
What it is
It covers news sites, blogs, apps and other publishers, reached through networks such as Google's Display Network or through DSPs.
Why it matters
For lead generation and e-commerceIt extends reach beyond social and search, and supports retargeting and contextual targeting.
In practice
Use contextual and audience targeting, block lists and viewability standards, and judge it by lift rather than clicks.
A common mistake
Judging it by click-through rate, which is low by nature and inflated by accidental clicks.
All terms