Display advertising is probably what most of you know as online advertising. These are the horizontal banner ads in the header and the square or vertical ads in the sidebar. While the click-through-rate for this type of ad banners has gone down significantly in the last years, display advertising is still an important component of any digital marketing mix. Display advertising works well for branding campaigns and for remarketing campaigns, however, it is often difficult to connect conversion goals directly to a banner ad campaign. While most small to midsized campaigns are run through the Google Display Network, there are also programmatic advertising services that offer access to an even larger pool of advertising space across a huge network of websites. Display advertising platforms do provide a limited amount of targeting primarily based on demographic and basic topical interests.