Display Network
A network of millions of websites, apps, and videos where visual ads can appear, reaching users across the internet.
Definition
The Google Display Network (GDN) is a collection of over two million websites, videos, and apps where your display ads can appear. Unlike search ads that respond to active queries, display ads reach users while they browse content, watch videos, or use apps—enabling brand awareness and remarketing at scale.
Display campaigns use various targeting methods including contextual (keyword/topic targeting), audience (demographics, interests, in-market), and placement (specific sites or apps). Ad formats include responsive display ads, image ads, and video ads.
Why It Matters
The Display Network reaches over 90% of internet users globally, making it essential for brand awareness, remarketing, and reaching audiences beyond active search. It's typically less expensive per click than search but requires different success metrics and creative approaches.
For full-funnel marketing, display advertising introduces your brand to new audiences while remarketing keeps you top-of-mind with previous visitors until they're ready to convert.
Examples in Practice
A B2B company runs display ads on industry publications, building brand awareness among decision-makers before they start searching for solutions.
An e-commerce brand uses display remarketing to show products to cart abandoners, recovering 15% of would-be lost sales.
A local business targets users reading local news sites, building community awareness at lower cost than traditional advertising.