Display Network
The display network is a system of websites, apps, and videos where image and banner ads appear, as opposed to the search results page. Targeting is based on audiences, placements, topics, and remarketing rather than search queries.
Why It Matters
It extends reach for awareness and remarketing at a low cost per impression, keeping a brand in front of users across the web. It complements search by building the demand that search later captures.
Common Mistake
Judging display by last-click conversions alone. Its value is largely in assisted conversions and view-through impact, so measuring it like search understates its contribution.