Display Products Overview

1. Display Basic

Purpose: High-funnel brand awareness

• Targeting Options:

  • Run of Network: Geo-targeting only, no behavioral or demographic targeting.

  • Contextual/Content Targeting: Ads served based on website or app categories relevant to the client’s market (e.g., news sites, food blogs).

• Best for: Building brand awareness with broad, general audience targeting.

2. Display Competitive

Purpose: Driving clicks and conversions with layered targeting

• Targeting Blend:

  • Behavioral/Demographic Targeting: Audience segments like gender, interests, income, etc.

  • Contextual/Content Targeting: Targeting based on website/app categories.

  • Site Retargeting: Serving ads to users who previously visited the advertiser’s website (pixel required).

• Key Feature: Campaign managers dynamically optimize budget allocation across these tactics based on performance.

• Best for: Clients looking to generate engagement and conversions using a multi-layered targeting approach.

3. Display Dominant

Purpose: Enhanced targeting including search behavior

• Targeting Blend:

  • Includes everything in Display Competitive plus:

  • Search Retargeting: Targets users based on a list of 60+ keywords they have browsed or websites containing those keywords (e.g., a user visiting B2B logistics sites could be retargeted if "logistics" is a keyword).

• Key Feature: Helps reach niche audiences that may not be fully captured through demographic or contextual data.

• Best for: Clients with specialized markets who want to leverage search behavior for better targeting.

4. Display Competitive Plus

Purpose: Combines Competitive targeting with Device ID capabilities for deeper audience reach

• Targeting Blend:

  • Behavioral/Demographic Targeting (with or without Site Retargeting)

  • Contextual/Content Targeting

  • Geofenced Device ID Audience: Custom polygons built around up to 50 commercial addresses.

  • Demographic Device ID Audience: Target devices based on demographics, interests, ethnicity, charitable giving, and more.

• Best for: Advertisers wanting a comprehensive approach that includes physical location targeting at the device level.

5. Display Dominant Plus

Purpose: Combines Dominant targeting with Device ID for maximum precision

• Targeting Blend:

  • Behavioral/Demographic/Search Targeting (with or without Site Retargeting)

  • Contextual/Content Targeting

  • Geofenced Device ID Audience

  • Demographic Device ID Audience

• Best for: Advertisers with niche audiences who want to combine search retargeting and advanced Device ID targeting for highly tailored campaigns.

6. Site Retargeting Only

Purpose: Re-engage website visitors to boost conversions

• How It Works: Places a pixel on the advertiser’s website to track visitors and serve ads to them later.

• Requirements: Best for websites with at least 5,000 unique monthly visitors; pixel placement is mandatory.

• Best for: Advertisers wanting to target users already familiar with their brand to drive repeat visits and conversions.

7. Search Retargeting Only

Purpose: Target users based on their search and browsing history

• How It Works: Uses a custom list of 60+ keywords to target ads to users who visited websites containing those keywords.

• Customization: Keyword lists can be created from SEM campaigns or provided by the advertiser; approval required before launch.

• Best for: Advertisers targeting niche audiences that may not be well-represented in traditional third-party data.

Summary of Key Differences