# Digital Display Advertising Platform Drive brand awareness or increase engagement by leveraging website display ads programmatically in Viant’s DSP to help meet campaign goals. ## What is Display Advertising? Display advertising is the digital art of showcasing eye-catching visuals — banners, images or videos — across websites and platforms. Its mission? Captivate audiences, elevate brand visibility and entice clicks. Through precise targeting and creative flair, it weaves a digital tapestry, guiding viewers on an immersive journey towards products, services and brands. ### How Does Display Advertising Work? Display advertising involves placing visual ads, such as banners or videos, on websites, social media platforms, and apps to reach a wide audience. These ads can be targeted based on user demographics, behaviors, and interests to maximize relevance and effectiveness. They are typically paid for on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis. [Learn More](https://www.viantinc.com/solutions/omnichannel/display/#form-section) ### What are the Benefits of Display Advertising? Display advertising magnifies brand visibility, harnessing captivating visuals to allure audiences across digital realms. With precise targeting, it fosters relevance, ensuring messages resonate with intended demographics. Through analytics-driven optimization, it empowers businesses to refine strategies, maximizing engagement and conversions amidst the dynamic digital landscape. [Learn More](https://www.viantinc.com/solutions/omnichannel/display/#form-section) ### Display Advertising Stats #### +$66B in U.S. Ad Spend1 #### 96% of Advertisers Have Display Ads in Their Media Mix2 #### 90% of Display Ads Will Be Purchased Programmatically in 20243 ### Why Should You Choose Viant for Your Display Advertising Solution? With Viant’s display advertising solutions, advertisers can **execute data-driven campaigns** that **command attention** alongside all other advertising channels, allowing for true cross-channel optimization. Plus, machine learning capabilities in Viant’s DSP help solve the challenge of finding viewable inventory at scale. Finally, Viant’s in-platform **advanced attribution suite** provides advertisers transparent visibility into the success of their campaigns. ### Data-Driven Execution With our DSP, effectively deliver website ads across users’ smartphones, computers and tablets or complement an audio ad with a companion banner. Further inform efforts by layering in audience targeting thanks to Viant’s integrations with key data partners. [Learn More](https://www.viantinc.com/solutions/omnichannel/display/#form-section) ### Command Attention Alongside static display ads, Viant’s technology allows marketers to take a step further with rich media execution thanks to integrations with leading third-party ad servers including Spaceback, Contobox, Medialets, Clinch, Centra, Connected Stories and Flashtalking. [Learn More](https://www.viantinc.com/solutions/omnichannel/display/#form-section) ### Advanced Attribution Understand the effect of your messaging on target audiences and optimize on the fly as needed. With our DSP, advertisers can also close the loop by measuring the impact display ads had on driving actual sales, both online and in-store. [Learn More](https://www.viantinc.com/solutions/omnichannel/display/#form-section) ## Our Display Advertising Partners ## Display Advertising FAQ What is the difference between programmatic display ads and non-programmatic display ads? The key difference between programmatic and non-programmatic display ads lies in how they are bought and sold. Programmatic display ads are purchased through automated bidding systems that use data and algorithms to target specific audiences in real-time, allowing for more precise targeting and efficient ad placement. Non-programmatic display ads, on the other hand, are bought and sold directly between advertisers and publishers without the use of automated systems. What are examples of digital display advertising? Digital display advertising encompasses various formats, including banner ads, video ads, interstitials, rich media ads and native ads. Banner ads are rectangular graphics displayed at the top, bottom or sides of a webpage. Video ads appear before, during or after online video content. Interstitials are full-screen ads that appear before a user can access desired content. Rich media ads incorporate interactive elements like animations or audio. Native ads seamlessly blend into the surrounding content of a webpage or app. These formats are used across websites, apps and social media platforms to promote products, services or brands to targeted audiences. Why should an advertiser consider using responsive display ads? Advertisers should consider using responsive display ads because they offer versatility and efficiency in reaching target audiences across various devices and platforms. With responsive display ads, advertisers can create one ad that automatically adjusts its size, format and appearance to fit different ad spaces. This eliminates the need for creating multiple ad variations, saving time and resources. Who can you target with display advertising campaigns? Display advertising campaigns offer a range of targeting options to reach specific audiences based on demographics and interests. What are the best practices for optimizing display ad performance over time? To improve display ad performance over time, regularly analyze campaign data and refine targeting strategies based on insights. What are the common pitfalls to avoid in display advertising? One of the biggest challenges is ineffective audience segmentation, which can lead to wasted impressions on low-intent users. What role does AI play in optimizing display ad targeting and delivery? AI can enhance display ad targeting by analyzing vast amounts of data to identify patterns and optimize strategies. How does cross-device tracking improve the performance of display ad campaigns? Cross-device tracking provides a complete view of customer interactions across devices. What are the advantages of combining display ads with CTV and digital audio campaigns? Integrating display ads with CTV and digital audio creates a cohesive marketing strategy, reinforcing brand messaging across touchpoints. What factors influence the cost of a display advertising campaign? Factors impacting costs include targeting precision, ad format, and placement quality. Are display ads worth the cost? And why? Display ads can be cost-effective for building brand awareness and driving conversions. ## Success Story ### National Retail Pharmacy Increases Sales with Viant's Cookieless Solution Discover how one of the nation's largest retail pharmacies increased sales with Viant's cookieless solution using our DSP. **$9.04** INCREMENTAL ROAS (RETURN ON AD SPEND) **19.1%** LIFT IN BUYER PENETRATION **1.1%** LIFT IN SPEND PER BUYER