There was a time when display advertising (or banner advertising) was the only game in town when it came to advertising online. Advertisers created high-priced ads and jockeyed for position on the web’s most highly-trafficked sites, but with the data available to them, they did not see favorable return on ad spend (ROAS). After that performance-based advertising came along and changed display advertising’s place in the online landscape. Display is still around today and has made a number of changes to try to remain competitive with performance-based models. The question for you is, does it make sense for your business?

Display advertising has traditionally been sold on a cost-per-thousand impressions (CPM) basis. This means that you, the advertiser, agree to pay a set cost for your ad being displayed one thousand times. There is no guarantee anyone will click on the ad, only that it will be displayed. While the number one thousand may sound like a lot of impressions to a newcomer, keep in mind that highly trafficked web sites serve up millions upon millions of pageviews each day.

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