Display advertising is a type of online paid advertising, often referred to as banner ads, that can appear on websites, apps or social media through ad formats comprised of text, images, video or audio.  Display advertising typically targets users with particular traits or by the user’s online activity to increase the relevance and effectiveness of the ad.

Frequent tactics used in display advertising are keyword or search activity, specific websites visited, contexts or categories of online search topics or content, and by geographic location.